June 2004
Brand Strategy;Jun2004, Issue 183, p57
Trade Publication
Presents several market research techniques. Knowledge on the sampling method used; Cost of telephone interviewing; Reliability of a panel interview.


Related Articles

  • CLUSFONE computer-generated telephone sampling offers efficiency and minimal bias. Swint, Albert G.; Powell, Terry E. // Marketing News;5/13/1983, Vol. 17 Issue 10, Special section p2 

    The article considers the creation of probability samples of marketing research telephone surveys. A graph depicting the cost as against frame-error trade-offs researchers can make in selecting a sample procedure. One procedure is the simple random-digit dialing, which gives the most randomness...

  • The future holds everything from better sampling to brain research. Demby, Emanuel H. // Marketing News;8/28/1987, Vol. 21 Issue 18, p19 

    The article focuses on advances in marketing research that are expected over the nest few years. Marketers may look forward to the development of better sampling techniques, the increased use of scanning data for more products than are presently subjected to scanning and a greater use of...

  • `Do-it-yourself' sampling proves cost-effective for statewide survey. Scheb II, John M.; Lyons, William; Neeley, Grant W. // Marketing News;04/13/98, Vol. 32 Issue 8, p12 

    This article presents information on a survey related to constructing statewide random-digit dialing sample that would reduce the costs of research while maintaining the external validity of the sampling. To do this, the researchers used a statewide CD-ROM phone directory. Relying on the fact...

  • Interviewers stalled by preoccupation. Loro, Laura; Spethmann, Betsy // Advertising Age;2/11/1991, Vol. 62 Issue 7, p28 

    Comments on the decision by many research companies in the U.S. to discontinue their telephone interviews of consumers during the Gulf War crises. Reason for suspending the telephone interview; Alternative research strategies of the companies; Response rate to Gallup's telephone polls since the...

  • Old, new make up today's surveys. James, Dana // Marketing News;06/05/2000, Vol. 34 Issue 13, p4 

    The article discusses the ongoing debate over the Internet-based polling results conducted by InterSurvey, a Menlo Park, California-based marketing research firm. The company uses a random digit phone dialing to look for participants for its panel. The InterSurvey then equips all the panel...

  • Random Selection of Respondents Within Households in Phone Surveys. Troldahl, Verling C.; Carter Jr., Roy E. // Journal of Marketing Research (JMR);May64, Vol. 1 Issue 2, p71 

    When interviewing by telephone, it is relatively difficult to make a random selection of adult respondents from within file households reached. The authors propose a new technique for within-household selection and present data concerning the effects of this procedure as used in surveys in...

  • How errors add up. Lilien, Gary; Brown, Rex; Searls, Kate // Marketing News;1/7/1991, Vol. 25 Issue 1, p20 

    The article focuses on the errors that can degrade information quality in a marketing research. It cites the disadvantages of examining only sampling error. Selection error is defined as the difference between the study sample and the sampling frame from which the sample was drawn. Measurement...

  • Random-Digit Dialing as a Method of Telephone Sampling. Glasser, Gerald J.; Metzger, Gale D. // Journal of Marketing Research (JMR);Feb1972, Vol. 9 Issue 1, p59 

    This article reports on a study of the incidence of telephone ownership and telephone directory listings that was based on random-digit dialing (RDD). Various considerations important in the design and selection of RDD samples and in the execution of surveys based on such samples are presented.

  • Cutting nonresponse bias: Are benefits worth extra cost? McMillan, James R. // Marketing News;1/4/1985, Vol. 19 Issue 1, p37 

    The article examines the effectiveness of efforts to address the non-response bias that afflicts marketing research surveys. Non-response errors can result into incorrect survey conclusions and potentially disastrous marketing decisions. Techniques adopted to address the problem pose problems...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics