From the Quirk's magazine, December 2008

Here are quick summaries of some of the articles in the December issue of the Quirk's Marketing Research Review. You can read all the articles in this month's issue on Quirk's website, where you can also search its archive of marketing research articles by signing up for free access to their online database.

Clients should seek a safer and quirky research vendor, by Matthew E. Singer, Decision Development
"Using two acronyms, the author outlines the qualities that research clients should seek in a research vendor."

Does interactivity hold the key to respondent engagement?, by Deborah Sleep, Engage Research and Jon Puleston, Global Market Insite
"The authors provide research-on-research data to show that adding elements of interactivity to surveys can indeed make them more fun to take and lead to more thoughtful responses from participants."

Researching online communities, by Susan Roth and Deanna Lawrence, TNS
"Creating an online community allows a company to understand consumers' experiences and hear their stories in their own words. This article explores the types of research that can be conducted using communities and offers guidance on how to get the most value from them."

When do we stop identifying with Rodney Dangerfield?, by Greg Rathjen, Marketecture
"While the drive to deliver insights is a valuable endeavor for any researcher, the best approach involves both the researcher and their client working together to generate insights, rather than placing the burden solely on the researcher."