Why response rates are declining

Article Abstract:

Market research is getting more and more difficult because of the decreasing response rates to mailed surveys, specially in the high technology market. To improve the response rate, the Simmons Market Research Bureau provided a postcard to inform people that they will receive a mailed survey, offered a $2 incentive together with a raffle ticket for a home theater system, and sent two follow-up letters to remind those who failed to respond immediately. Nevertheless, its CompPro V survey attained a response rate of only 40.4%

Mail surveys, Survey response rates

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How to succeed with a focus group

Article Abstract:

The success of focus groups depends on the recruitment of the right participants. Marketing research professionals planning to conduct focus groups must develop a screening method to make sure that the people selected will be right for the job. They must also be good listeners and must know the topic when moderating a focus group. Another important aspect of marketing research is the preparation of a written report for the client. A well-prepared report must include either a videotape or an audiotape, if not both.

Market Research Techniques NEC, Management, Focus groups

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Affinity is a valuable but little-used tool

Article Abstract:

The affinity-type of publication research developed by Simmons Market Research Bureau and Cahners Publishing is an effective tool for business-to-business media planning. It has various advantages, such as assured consumer response and accurate measurement of the affinity of readers toward business-to-business publications. Despite these factors, most marketers have failed to use this tool for media planning.

Consumer Behavior, Research, Business planning

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