MRA Blog

By Michael Latta, Ph.D.

Some firms like Price Waterhouse Coopers have divisions that specialize in social media. Allegiance has published white papers on the economics of building customer loyalty through social media and software companies like SPSS have partnered with IBM to create data mining programs that utilize social media data. Even though social media data are plentiful, they are not the whole story of technology and marketing research. This column will cover social media as well as other technological developments affecting marketing research.

I received a press release today that lists out the five qualities that make a good CEO. I thought the reasons listed out were interesting and decided to share.

The list was compiled by Dr. Linda Henman, author of Landing in the Executive Chair: How to Excel in the Hot Seat. Here’s the list of her top qualities:

By Holly Rios

QR codes. It seems as if these square, black and white patterned codes are appearing everywhere now – on billboards and advertising signage, in retail stores, on Web sites, and even on TV. The QR code is being touted as the latest and greatest marketing tool, and it is also garnering serious interest from the marketing research industry for its potential to expand mobile research capabilities.

By Michael Latta, Ph.D.

The American Statistical Association has a set of ethical guidelines to be used by quantitative analysis professionals including statisticians, forecasters, market modelers and those helping brand managers to define the drives and barriers to product trial, adoption and long term use. Many members of MRA rely on external and internal statisticians to support quantitative research and rely on their ethical use of statistics.

In the Executive Summary of the Guidelines, it is noted that, “It is important that all statistical practitioners recognize their potential impact on the broader society and the attendant ethical obligations to perform their work responsibly. Furthermore, practitioners are encouraged to exercise ‘good professional citizenship’ in order to improve the public climate for, understanding of, and respect for the use of statistics throughout its range of applications.”

 By Holly Rios

In the world of marketing research, mobile is the new Internet. Just over a decade ago, the industry underwent a significant metamorphosis as much of our research moved from paper and the telephone to the computer. Today the industry is faced with another transformation, this one caused by mobile technology and its expansion of our online research practices. Mobile is causing industry growing pains much like those experienced during the rise of the Internet – for there is no stopping the global force that is the mobile phone, and its usage by our research participants requires new processes and methodologies.

By Paul Kirch, PRC

I’ve spent my career trying to help others, and in return, I’ve often received help when I needed it. When I’m on the receiving end, I always try to show my appreciation. What I’ve noticed is that not everyone takes time out to do that. For example, over the years, I’ve helped several people find employment or have connected companies with potential employees. I’m happy to help when I can, especially when it’s for people I truly respect, and while, I do not do so for the recognition, it’s always nice when someone takes the time to show appreciation for my efforts. Over the last couple of weeks, I’ve seen some forms of gratitude which stood out, since they were very thoughtful and showed real appreciation, it made me reflect on how I say thank you, and it put into light the importance of expressing your appreciation. I’d like to share three examples.

By Paul Kirch, PRC

Have you ever felt like you were falling into a rut? Often we prescribe to routines to keep us organized, on target and functional in our daily lives. I personally have several routines I follow professionally to block out times for client calls, follow up tasks, or other items that occur with regularity. I try to plan out my day and stick to it, which works to keep me organized. There are clearly advantages to creating a consistent routine; however, the repetitiveness can become quite boring, which makes it hard to continue down that same path every day. When we start to feel that we’re in a rut, where every day looks like the one before, it’s time to make some changes before your productivity drops off.

By Jeffrey Henning

Nothing is more nebulous in marketing than brands. What are they? Why do people adopt one brand over another? What makes people brand loyal?

It’s not like we evolved to relate to brands. Heck, we weren't even intelligently designed to relate to brands. After all, there were no brands 5,770 years ago.

Much of what marketing has to say about brands involves platitudes, aphorisms and gut feelings. To some, it’s snake oil and patent medicine. But more and more research is being done to help us better understand brands.

By Sherri Dansby, PRC

Although the recession has officially ended, the economy is in a slow recovery. We all know the no longer startling statistics: unemployment is nearly 10 percent nationally, and even higher in some areas and among certain demographics. Home foreclosures continue to hit record highs as home values continue to fall. More children are now in poverty. The high cost of a post-secondary education is so expensive that many people are starting to question if the return on this investment is still worthy. Afterall, college graduates have not been immune from the ranks of the unemployed and underemployed in this economic downturn.

And yet, we all still have to eat, we all need clothes to wear and babies need diapers.

By Patrick Glaser

MRA has been working with a group of non-profits, private companies and the Center for Democracy and Technology (CDT) to develop a set of ethical standards for online behavioral tracking research. The group has now developed a draft copy and needs your input.

Please take a look at the best practices and give your feedback directly in the comments section of this blog. All feedback given by Monday, October 25 will be considered.  

Patrick Glaser is Director of Research Standards for MRA.