Article Abstract:
Interactive voice response, whereby people can leave information using automated telephone recording, should be used carefully by marketing researchers. There are no controls in such a study, and information is only obtained from volunteers, who are possibly not representative. In addition, the volume limitations of telephone lines may have a negative affect on results. Technology that allows for better use of interactive voice response is being developed, and its future is very promising.
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Article Abstract:
Poorly designed and written market-research questionnaires can result in the generation of misinformation. Questionnaire designers should remember who the respondent is, remember respondent constraints, offer appropriate response options, offer response options that encourage a response to every question, offer intuitively appropriate response options, and eliminate irrelevant questions. Other suggestions are offered.
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Article Abstract:
Measuring a Web site's performance by looking at the site's number of hits is one way to measure its effectiveness, but there are other ways as well. W3.Com and net.Genesis are two software programs that are used by marketing managers to measure the activity level of a particular site. Counting visitors and sessions is another way, especially if visitors must register. Some marketing managers analyze click streams.
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