Analytic and Statistical Techniques
Business and Marketing: Brand Building and Monitoring
Business and Marketing: Managing the Research Process
Business and Marketing: Sales and Channel Strategy
Industries: Energy
Industries: Healthcare
Research Methods: International Research
Research Methods: Qualitative
Research Methods: Surveys and Sampling
Research Methods: Usability and Ethnography
Analytic and Statistical Techniques
Van Westendorp Price Analysis: An Overview
Peter van Westendorp's method of price sensitivity measurement (PSM) is a simple and effective means of revealing what people consider the appropriate price for a product or service. To the Van Westendorp PSM, Market Strategies adds a method of determining whether or not people would buy at that price. Download PDF
back to top Business and Marketing: Brand Building and Monitoring
Oncology Leadership Important for Pharmaceutical Companies
Image leadership is more important than ever before in the field of oncology, according to an article written by Market Strategies’ Peter Carlin, Ellen Gordon, Ph.D., Ruchika Kapur and Shannon Clancy that appears in the June 2009 issue of Oncology Business Review . The article provides results of the 2009 MSImage study on how physicians and other healthcare stakeholders rate pharmaceutical company performance on over 30 sales, product/R&D and corporate equity metrics. Download PDF
Market Strategies’ E2 Study Highlighted in Electric Perspectives Article
The article acknowledges strategic challenges, but also identifies important opportunities for energy utilities to assume a leadership role in ending the perceived energy crisis and developing realistic solutions that can put the nation on “the right track” toward an independent, secure and sustainable energy future. Read Article
Oncology Clinical Trials: The New Battleground?
In this article written by Market Strategies Healthcare industry group professionals Peter Carlin and Ellen Gordon, Ph.D., the battle over oncology clinical trial share and influence is profiled. Market Strategies surveyed 50 community-based oncologists to better understand how practicing physicians perceive this critical area, and the impact their views may have on how pharmaceutical companies marketing to them. Download PDF
Oncology PAPs: Opportunities for Leadership
This May 2008 Oncology Business Review article reveals, through research conducted by Market Strategies, that the perception a physician has of a pharmaceutical company’s Physician Assistance Program (PAP) has a major impact in how that physician views such a company. The more favorable they view the PAP, the more likely physicians will engage in practices that support that pharmaceutical company and its products, according to Market Strategies Senior Vice President Peter Carlin, the article’s author. Download PDF
Sales Representatives and the Community Oncologist: The Doctor Is In…Sometimes
Increasingly pharmaceutical sales representatives are seeing their access to physicians curtailed within primary care, hospital-based and academic practices. This March 2008 Oncology Business Review article, by Market Strategies Senior Vice President Peter Carlin, reveals the ongoing trends in sales representative access to oncologists based on a January/February 2008 survey of 50-community based oncologists. Download PDF
back to top Business and Marketing: Managing the Research Process
‘Don’t Ignore Quality Amid Downturn,’ Warns CASRO Chair
Market research firms that provide clients with both value and quality will be better positioned to thrive following this current global recession, says Market Strategies Chairman and CEO Andrew Morrison, Ph.D. in this January 2009 Research magazine article. It featured Morrison’s opinion on current challenges for the market research industry and his role as chair of CASRO. Read Article
Without a Net: Making business decisions from online panel data
Despite the controversy and potential problems surrounding the use of online panel research, marketing professionals can use the results of such research to make important strategic decisions. Market Strategies Chief Operating Officer Reg Baker, Ph.D. outlines some steps that should be followed to ensure data quality. Download PDF
Getting the Most Out of Multivendor Projects
How can client companies best ensure successful collaboration with multiple vendors? Expectation-setting and ongoing communication are emphasized in this short paper, which includes detailed examples of how careful management can enable smooth sailing. Download PDF
Approaches to Solving the Wireless-Only Problem in Household Telephone Surveys
As the number of consumers with dedicated telephone landlines steadily decrease, market researchers are faced with the challenge of how to obtain quality data from an increasingly cellular-oriented society. Market Strategies COO Reg Baker, Director of Sampling and Methodology Dan Zahs and Knowledge Manager Colleen Carlin discuss the approaches to solving this challenge so that the accuracy of survey estimates can be achieved. Download PDF
back to top Business and Marketing: Sales and Channel Strategy
A Sum Greater Than the Parts: Maximizing Research Insights Into Social Transitions
Researchers can derive substantial benefits from combining ethnographic and traditional market research methods. This paper presents a case study in which a blended approach was effectively used to study marital engagements and the process of shopping for, and purchasing a diamond ring. First presented at the EPIC 2006 Conference, the results helped a large online retailer identify and target engagement ring buyers. Download PDF
back to top Industries: Energy
Market Strategies’ E2 Study Highlighted in Electric Perspectives Article
The article acknowledges strategic challenges, but also identifies important opportunities for energy utilities to assume a leadership role in ending the perceived energy crisis and developing realistic solutions that can put the nation on “the right track” toward an independent, secure and sustainable energy future. Read Article
back to top Industries: Healthcare
Oncology Leadership Important for Pharmaceutical Companies
Image leadership is more important than ever before in the field of oncology, according to an article written by Market Strategies’ Peter Carlin, Ellen Gordon, Ph.D., Ruchika Kapur and Shannon Clancy that appears in the June 2009 issue of Oncology Business Review . The article provides results of the 2009 MSImage study on how physicians and other healthcare stakeholders rate pharmaceutical company performance on over 30 sales, product/R&D and corporate equity metrics. Download PDF
Oncology Clinical Trials: The New Battleground?
In this article written by Market Strategies Healthcare industry group professionals Peter Carlin and Ellen Gordon, Ph.D., the battle over oncology clinical trial share and influence is profiled. Market Strategies surveyed 50 community-based oncologists to better understand how practicing physicians perceive this critical area, and the impact their views may have on how pharmaceutical companies marketing to them. Download PDF
Oncology PAPs: Opportunities for Leadership
This May 2008 Oncology Business Review article reveals, through research conducted by Market Strategies, that the perception a physician has of a pharmaceutical company’s Physician Assistance Program (PAP) has a major impact in how that physician views such a company. The more favorable they view the PAP, the more likely physicians will engage in practices that support that pharmaceutical company and its products, according to Market Strategies Senior Vice President Peter Carlin, the article’s author. Download PDF
Sales Representatives and the Community Oncologist: The Doctor Is In…Sometimes
Increasingly pharmaceutical sales representatives are seeing their access to physicians curtailed within primary care, hospital-based and academic practices. This March 2008 Oncology Business Review article, by Market Strategies Senior Vice President Peter Carlin, reveals the ongoing trends in sales representative access to oncologists based on a January/February 2008 survey of 50-community based oncologists. Download PDF
ASCO '08: The competition for share of voice descends upon Chicago, and the survey says...
Market Strategies surveyed 100 oncologists after they attended the American Society of Clinical Oncology (ASCO) ’08 conference to find out which companies most successfully communicated their intended messages to conference attendees. Genentech was found to have the greatest “buzz” overall but other companies and products also were successful in their efforts, as this survey conducted for the July 2008 issue of Oncology Business Review shows. Download PDF
The View from the Office: How Oncologists See 2008
This January 2008 Oncology Business Review article, by Market Strategies Senior Vice President Peter Carlin, reveals what trends and changes are expected to occur in 2008 that will impact the industry. The article details expected trends in oncology-related pharmaceutical products, relevant health policy issues and the perceived impact of the presidential election. Download PDF
back to top Research Methods: International Research
Live Like Locals
Market Strategies’ COO Reg Baker contributed to Marketing News about the importance of employing local help in order to effectively conduct research and market around the world. In the article, “Live Like Locals,” from the August 30, 2009, issue, Reg talks about how Market Strategies accomplishes this and offers advice on what to look for in a successful partnership. Download PDF
Considerations In Quantitative Data Collection In China
Issues and concerns in the choice of data collection modes and sample sources are the focus of this paper. The paper also discusses the impact of face-to-face interviews, web and phone surveys, customer lists, field provider panels and databases, commercial panels and databases and phone directories. Download PDF
back to top Research Methods: Qualitative
At My Own Pace, In My Own Place
One of the earliest articles to discuss participant perceptions of bulletin board focus groups, the findings from this study have be used to form “best practices” and when this method is most appropriately used. Download PDF
A Sum Greater Than the Parts: Maximizing Research Insights Into Social Transitions
Researchers can derive substantial benefits from combining ethnographic and traditional market research methods. This paper presents a case study in which a blended approach was effectively used to study marital engagements and the process of shopping for, and purchasing a diamond ring. First presented at the EPIC 2006 Conference, the results helped a large online retailer identify and target engagement ring buyers. Download PDF
Beyond the Glass: Market Research in the Wild
What is ethnography and when should it be used? These questions are answered in this introduction to ethnography in the context of industry research. Detailed examples and case studies serve as powerful illustrations of the unique ability of ethnographic research to reveal unarticulated needs. Download PDF
Why Positioning Research Fails
Quality positioning research relies on well-considered positioning statements. Doxus explains how to create focused statements, and realistic exercises in which to test these statements, to achieve the information requirements of any positioning study. Download PDF
Threaded Qualitative Discussions
Although real-time online focus groups can disappoint, threaded discussions (also known as bulletin board focus groups) have proven to be a flexible data collection method for qualitative research. The threaded discussion concept is explained and its advantages over online and in-person focus groups are discussed. Download PDF
back to top Research Methods: Surveys and Sampling
Choosing Between Telephone and Online for Survey Data Collection
In his January 2010 white paper, Dr. Reg Baker, chief operating officer of Market Strategies International, offers a framework for evaluating online versus telephone as a data collection method. Dr. Baker examines the pros and cons of these competing methods, including survey goals, accuracy and bias, to help researchers consider the criteria essential to making an informed decision. Download PDF
Great Results From Ambiguous Sources: Cleaning Internet Panel Data
This paper, originally presented at the ESOMAR Panel Research Conference in 2006, details common forms of data quality problems resulting from the use of panels and how such problems can be addressed in survey design and analysis. Download PDF
Satisficing Behavior In Online Panelists
The term “satisficing” refers to inaccurate responses that result from respondent negligence or intentional misreporting. First presented at the 2005 MRA Symposium, this paper focuses on data quality issues in web panel-based surveys while proposing how such undesirable behaviors can be minimized. Download PDF
Considerations In Quantitative Data Collection In China
Issues and concerns in the choice of data collection modes and sample sources are the focus of this paper. The paper also discusses the impact of face-to-face interviews, web and phone surveys, customer lists, field provider panels and databases, commercial panels and databases and phone directories. Download PDF
Cell Phone-Only Households Impact Telephone Research
Market Strategies COO Reg Baker, Ph.D. recently discussed the impact that cell phone-only households are having on today's telephone research with Research magazine. The 10-minute audio interview provides guidance on how to collect and measure this data from one of the world's foremost experts on global market research trends. Listen to Audio
A Web of Worries: Online research has been booming but after 12 years of exponential growth, is it losing its lustre?
Market Strategies COO Reg Baker wrote about the challenges that online market research poses to the industry in this cover story featured in the June 2008 issue of Research World magazine. Baker also highlights some solutions to these challenges and discusses how the field of online research likely will evolve over the next few years. Download PDF
False Negatives in Sensitive Employment Screening
A web survey of 31,487 consumers was used to compare the efficacy of two different approaches to sensitive employment screening. Contrary to hypothesis, results show that the proportion of respondents saying that they or a household member works for one of two sensitive industries is equal or higher with a 3-item response list as with a 10-item response list. Published in MRA's Alert! Magazine, this article discusses the methods and results of the study and concludes with recommendations for survey screening. Download PDF
Keeping Stimuli Secure
This paper discusses the security measures that are currently available to protect propriety stimuli in online focus groups and bulletin board threaded discussions. Download PDF
back to top Research Methods: Usability and Ethnography
A Sum Greater Than the Parts: Maximizing Research Insights Into Social Transitions
Researchers can derive substantial benefits from combining ethnographic and traditional market research methods. This paper presents a case study in which a blended approach was effectively used to study marital engagements and the process of shopping for, and purchasing a diamond ring. First presented at the EPIC 2006 Conference, the results helped a large online retailer identify and target engagement ring buyers. Download PDF
Usability Forum Newsletter
In this issue Market Strategies Research Director Sarah Naasko reviews some best practices to adhere to when redesigning a website that will increase visibility while providing a positive return on investment. Download PDF
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