october 2004
The Marketing Dialog
Join The Marketing Dialog
Polaris Marketing Research has launched a new blog: The Marketing Dialog. The Marketing Dialog is a blog discussion with respected executives, educators and opinion leaders in the field of marketing regarding how they have used marketing research to make decisions. Each month, we’ll share the thoughts and experiences of these marketing professionals and invite you to participate in the dialog with your own ideas and comments. The discussion will be short but hopefully you’ll find a real nugget or two in participating a few minutes each month.
Polaris POV
Join Polaris POV
Polaris POV (Point Of View) offers free-flowing discusssions on marketing research trends, thoughts on social media, subjective reviews of the latest gadgets or cool iPhone apps, business commentary, topical opinions and societal rants - you never know what might be the subject of the latest post on our interesting, fun and sometime controversial blog.
New Product Announcement
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Sample Design for Tracking Research
In your quest for improving customer service within your company, designing a performance measurement tracking program can be a complicated process. As with any tracking program, one of the first decisions to make � one with the highest impact on price -- is the appropriate size of the sample that would establish a reliable performance measurement. Good questions to ask are ...
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How is the performance measurement program to be used?�
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Is it to diagnose problems, maintain performance, improve performance?�
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Will it be used to support performance-based improvement incentives?
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How timely does the information need to be?�
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Immediate: daily, weekly, monthly, or bi-monthly?��
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Less immediate: quarterly, semi-annually, or annually?
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What is the positive relationship between cost and survey volume?�
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How many separate entities (locations) are there for �drill-down� purposes? Are decisions being made by each entity or can they be rolled up?��
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Does the methodology fulfill the objectives within the available budget?�
What impact does respondent incentives have on the budget and what incentives are most effective in increasing response rate?
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