Marketing Advisory Board

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An Executives Guide to Survey Research
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Full Service Online Research
A Portfollio of Branded Services
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Monthly Subscription Service Ties with Houghton
Mifflin and Sage Press
Houghton Mifflin 2005Parasuramian, Grewall,
Krishnan Student PassKey Accounts Bundled with
Text
Sage Publications 2005Green, Albaum,
SmithStudent PassKey AccountsBundled with Text
4
Educational Institutions, Health
Care,Non-Profit, Religious Organizations
Survey Development Libraries For Development
Fund Raising Endowments Evaluation
Satisfaction Concept
Testing Accreditation Advancement
Diversity Alumni Relations Donor Relations
Student Relations
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Advanced Technology, Beta Test Site
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Flagship Site, Full Featured, Single Price
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Secure, Company Branded Services
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(No Transcript)
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Rule 1

• Make it
• Faster, Better, Cheaper

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Rule 2

• Refer to Rule 1

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Comparison of Research Options
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Major Advantages of Research Options
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5 Secrets of Successful Online Research

• Make it Interesting Fun (add ringer questions)
• Make it Short (3-7 minutes)
• Make it Relevant (Use Affiliation groups)
• Provide Feedback (What do others think?)
• Request Help (Ellen Garbarino needs your help)
• 3 Models for Increasing Response
  RatesAltruistic, Economic, Dissonance

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Case Studies ATI Technologies

• Worlds Leading Mgf. of PC Graphics Boards
• ATI Logo Concept Test
• 5000 Responses
• Changes to questionnaire mid stream
• Multiple Market Segments Gamers, Technology
  Innovators, Laptop Owners

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Comparison of Current Logo Against Four New
Designs
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Yahoo! Stores

• Pricing Study
• Conjoint Analysis Package Attributes, Price
  Curves
• 3 packages
• Small, Medium Large Stores
• Yahoo! and Non-Yahoo Store Owners
• 2500 Responses
• http//www.perfectsurveys.com/akira/TakeSurvey?id
  2167

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Philips Baby Monitor Study

• Concept Test
• Screening by purchase history, job
• Graphics Concepts
• Randomization of Conceptshttp//www.surveypro.co
  m/TakeSurvey?id13417

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Celebrity/Royal Caribbean Cruises

• New Travel Concept Test
• Heavy Surveying of Panel, Cruisers
• Database Warehousing/managementhttp//www.survey
  pro.com/TakeSurvey?id14446

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New Freedom Mortgage

• Lead Generation
• Short
• http//www.surveyz.com/akira/TakeSurvey?id7094
  http//www.surveyz.com/akira/ShowResults?id7094