The very different methods used to conduct telephone surveys of the public

Article Abstract:

A survey of marketing firms revealed a lack consensus in the methods that they employ in conducting public telephone surveys. The differences centered mostly on the sampling of the population and on the weighing of results. Sampling differences include the use of probability sampling versus quota sampling, the use of random digit dialling, the selection of respondents and the number of call-backs made. These differences reveal a need for leading market research firms to improve the methods that they use in conducting public telephone surveys.

Market Research, Methods, Evaluation, Marketing industry, Market research services, Marketing research firms, Telephone surveys

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Horses for courses: how survey firms in different countries measure public opinion with very different methods

Article Abstract:

Public opinion polling firms in different countries use different survey methods despite having the same goals. Recent analyses of survey research firms in North America, Japan, Europe, South Africa and Australia have shown that survey methods which are deemed effective in some countries are considered ineffective in others. This finding underscores the need for research firms to evaluate the applicability and effectiveness of various polling methods being used in other countries.

Surveying services, Geophysical Surveying and Mapping Services, International aspects, Public opinion polls, Survey services (Geodesy), Surveys (Studies)

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Horses for courses: stewarding brands across borders in times of rapid change

Article Abstract:

The application of a model of a 'continuum of consumerism' to the management of transitional brands and the development of advertising was analyzed. The model utilizes a five-stage progression and consideration of several factors for each stage. The application of the continuum of consumerism model provides benefits in the development of relationships among consumers that would ensure success for transitional brands.

Models, Advertising, Product management, Brand name products, Brand names

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