Required Reading

Hendricks, Elaine; Haley, Mark G.
October 2011
Hospitality Upgrade;Fall2011, p58
Trade Publication
The article discusses the authors' view on the development of market research tools. They note that such development started on the use of focus groups and phone interviews until the emergence of the Internet. The authors stress that using the Internet, the market surveys got dramatically faster and less expensive. They also point out that online surveys was considered as popular due to ease and affordability.


Related Articles

  • Same Frame, New Game. Henderson, Naomi R. // Marketing Research;Summer2004, Vol. 16 Issue 2, p38 

    The article relates the difference in the use of the focus group method in marketing research in 1930 and in 2004. The challenge for the moderator in 2004 is having the same timeline of 120 minutes of clock time as in the 1930s, but nearly twice the amount of material to cover in discussion. In...

  • The online dimension. Dubreuil, Chris // Marketing (00253650);2010 Greater Insight Supplement, p13 

    The article discusses the role of marketing researchers to provide consumers with the most decent online survey experience. This is in response to the attitude of consumers toward the dominating online marketing research. It says that respondents of surveys became untrustworthy and sometimes got...

  • THE GROUP INTERVIEW AS A TOOL OF RESEARCH. Shapiro, Emory P. // Journal of Marketing;Apr1952, Vol. 16 Issue 4, p452 

    The article discusses the use of group interviewing as a marketing research tool. In 1951 a study was conducted to test the effectiveness of the practice. Personal interviews were utilized in the study. Group interviewing was found to conserve both time and money as compared with mailed...

  • TOURIST RESEARCH--A RECENT DEVELOPMENT AT THE UNIVERSITIES. Crampon, L. J. // Journal of Marketing;Jul1955, Vol. 20 Issue 1, p28 

    The article reports on the growing economic importance of the tourism industry. Surveys and research into tourism related spending, conducted by universities are discussed. The U.S. National Park Service, U.S. National Forest Service, highway departments and even hotels have participated in...

  • The CANIS Method of Reducing Bias in Survey Research. Barrett Jr., Francis D. // Journal of Marketing Research (JMR);Aug1972, Vol. 9 Issue 3, p329 

    This article describes a research strategy designed to eliminate the inherent bias in such an interview situation. Still more important, the experiment pointed the way to a superior method which eliminated even the possibility of the respondent falsifying his responses. This project started with...

  • Mental image of groups is out of focus. Roller, Margaret R. // Marketing News;11/8/1985, Vol. 19 Issue 23, p21 

    The article discusses the implications of focus groups for client-research relationship. It reveals that focus groups have implications for the ability of the marketer to understand how each aspect of the research process relates and works together to prove sound directions. Moreover, it...

  • Research method identifies strategic options for firms in mature or declining industries. Haller, Terry P. // Marketing News;5/25/1984, Vol. 18 Issue 11, Special section p18 

    The article presents information on the new research method called the strategic focus group interview. It is a qualitative form of research which explores strategic issues. The method is capable of focusing on the optimum strategy that best fits corporate needs by extracting the right...

  • Don't let a dominator spoil the session for everyone. Bean, Glynis J. // Marketing News;1/4/1988, Vol. 22 Issue 1, p6 

    The article offers tips on how to deal with dominators in focus group discussions. The types of dominators are enumerated, including extroverted individuals who are talkative by nature, self-appointed experts on the topic under discussion and persons under the influence of drugs. Steps aimed at...

  • DATA COLLECTION. Semier, Jack // Agri Marketing;May2009, Vol. 47 Issue 4, p61 

    The article offers information on several methods in conducting market surveys. Online research is considered as very popular due to the speed in taking the survey. Phone survey is needed to be well focused and short. Mail survey is providing the capacity to make more lengthy surveys and inquire...


Read the Article


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

Try another library?
Sign out of this library

Other Topics