Abstracts: It's a small world, after all; the perils of global marketing research are great, but the payoff is even greater - Advertising, marketing and public relations

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It's a small world, after all; the perils of global marketing research are great, but the payoff is even greater

Article Abstract:

Many US market research firms are expanding their reach globally in an attempt to gain business. The globalization trend in marketing reflects the globalization trend in all businesses as improved communications and information access has led many multinational corporations to seek global marketing solutions. Firms that expand internationally should be careful to design surveys and other data collection techniques that are appropriate for each country, and should analyze data and response patterns carefully.

author: Larson, Jan

Publisher: Penton Business Media, Inc.
Publication Name: Marketing Tools
Subject: Advertising, marketing and public relations
ISSN: 1076-4879
Year: 1997

International trade, International aspects, Marketing research, Market research

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The digital interviewer: computer-assisted data collection has changed the capabilities - but not the essence - of the marketing research interview

Article Abstract:

Computer surveying has revolutionized market research survey by improving response rates and efficiently gathering information into databases that are easily and quickly analyzed. Market researchers who use computerized interviewing should make sure that their sample isn't skewed towards the younger, better educated, and wealthier households that tend to own computers.

author: Heath, Rebecca Piirto

Publisher: Penton Business Media, Inc.
Publication Name: Marketing Tools
Subject: Advertising, marketing and public relations
ISSN: 1076-4879
Year: 1997

Electronic computers, Electronic Computer Manufacturing, Marketing Computer Systems, Marketing, Technology application, Marketing industry, Computer applications, Market surveys

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The digital clipboard: Burke Marketing Research presents a standardized, interactive surveyor with Opinion One

Article Abstract:

Burke Marketing Research introduced Opinion One, a personal computer-based multimedia research network in 1991. The network is located in 20 places throughout the US which allow survey respondents to answer questions with a touch screen on a full screen video. A basic survey takes three to five days but more complex surveys take one week or more.

Publisher: Penton Business Media, Inc.
Publication Name: Marketing Tools
Subject: Advertising, marketing and public relations
ISSN: 1076-4879
Year: 1997

Methods, Management, Burke Marketing Research Inc.

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subjects list: Market research services, Marketing research firms

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