November 2016
Marketing Research Articles, Webinars, Blogs
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Decision Analyst
Video: Jerry Thomas: Technology's Business Impact on MR is Overrated | RBDR
Decision Analyst President Jerry Thomas is interviewed by Bob Lederer for Research Business Daily Report. During this interview Jerry makes the case that technology is not the economic contributor most observers perceive it to be and he presents several examples of wasted research technology dollars.
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Data Fusion Webinar
The Great Marketing Debate: Rational Versus Emotional by Jerry W. Thomas
Perhaps nowhere in the marketing domain is our thinking more fuzzy and flawed than the on-going debate between the Rational and the Emotional. All too often, the assumption is made that “emotions” are non-conscious and all “rational” thinking is conscious. What’s the harm in these presumptions?
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Data Fusion Webinar
Qualitative Analytics by Jerry W. Thomas
Much has been written about how to conduct qualitative research (that is, the techniques of moderating and interviewing), but comparatively little has been published about the far more important task of analysis and reporting. Here are some basic ideas on how to achieve the greatest learning and the most profound insights from qualitative research.
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Little Data
Case Study: A Qualitative Approach to Understanding the Path to Purchase
In this case study a company wanted to better understand its customer’s path to purchase and to make improvements to the website. Of specific importance to the client was the appeal of Amazon.com to consumers versus that of other websites in the category. Additionally, the company desired to find ways to improve consumers’ in-store experience.
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Woth a Thousand Words
E-commerce. The Best Thing Since Sliced Bread by Bonnie Kenoly
Evolution of e-commerce continues. There is more shopping on smartphones and tablets than on desktop computers. Consumers want authentic and consistent branding, which matches their expectations outside of the online shopping experience. And yet they demand more!
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