october 2005
The Marketing Dialog
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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
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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.
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Survey Incentives Can Backfire
A company that manufactures automobiles would like to survey its customers to find out more information regarding their decision to purchase. In order to ensure a high response rate to the survey, company management decides to enter the names of each respondent into a drawing for a trip to a day spa.
When the survey results came in, the company may find that females made up a disproportionally large percentage of the survey respondents. That is because its survey incentive, the trip to the day spa, appeals to females more than to males. Furthermore, management may also run the risk of alienating its male customers because of the association with a feminine prize reward.
While this is an extreme example, the marketplace is full of incentives that have backfired on their originators. To get more accurate survey results, the company should consider offering respondents a choice of several prizes, which together will appeal to a broader range of relevant interests.
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