TRC Market Research Allows Free Access to 35 Market Research White Papers and Articles

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Marketing Research Company, on their revamped website, allows free access to 35 market research white papers, some of which are published in well-known market research journals. White papers cover topics such as customer satisfaction and loyalty research, segmentation, new product development and general research, statistics and methodologies.

TRC Market Research announced today their new information-rich and easy-to-navigate website that allows free access to market research white papers and published articles. The TRC library houses 35 market research white papers and published articles that focus on topics related to customer satisfaction and loyalty research, market segmentation, and new product development as well as general research, statistics and research methodologies.

Of particular interest is a white paper titled You May Get More Than What You Pay For that talks about Smart Incentives, one of TRC's proprietary research tools, that helps elicit much richer and more actionable responses from open-ended questions. Smart Incentives are a way to reward survey respondents for coming up with the most innovative ideas. The white paper was also published in Quirk's Marketing Research Review in November, 2005.

The white paper titled Database Scoring with Object Based Segmentation talks about addressing a common business dilemma: whether to segment using an attitudinal segmentation scheme or a demographic segmentation scheme. The statistical technique called object-based segmentation offers a solution. In object-based segmentation, a large number of segments are initially formed using demographic or transactional variables (alternately "variable data") already available in the database. These segments are then used as the "respondents" in another segmentation analysis in which the variables are the attitudinal measures that are likely to yield rich segments. Once this analysis is completed, it becomes easier to classify the population of interest since the objects were formed using variables already available in the database.

Satiscan™ and Regression Analysis: A Comparison looks at the outputs of traditional regression analysis (which only considers the direct impact of each independent variable on the dependent variable) and compares it with Satiscan™ - a technique also able to identify relationships among independent variables. The inability of traditional regression to specify these relationships may cause incorrect estimation of the relative importance of each independent variable. The practical effects of this can be quite important since the results of key driver analysis are often used to make decisions about where to allocate resources or focus improvement efforts. As Satiscan™ reveals in a typical analysis, not all independent variables have direct impacts on the dependent variable, and sometimes only a few of them do. Consequently, failure to appreciate the true importance of a driver can result in lost opportunities and/or serious misallocation of service improvement resources.

New Product Development: Stages and Methods white paper lays out a framework and identifies key methods that are the most likely to be useful at each stage of product development process. The focus is on methods that use quantitative data collected mainly online, thus bringing more validity and flexibility to the process while maximizing the speed to market.

Qualitative Data in Surveys: Lessons from the Black Swan essay is about the analysis of qualitative data obtained from quantitative studies. The thesis is that the framework used to analyze such data is different from that used for directly obtained qualitative data from methods such as IDIs and focus groups. Understanding the difference between quantitative and qualitative frameworks for data analysis can help derive more value when the qualitative data are collected in a quantitative survey. The white paper refers to an informative and entertaining book The Black Swan by Nassim Nicholas Taleb which argues that real data are either distributed normally (from "mediocristan") or not (from "extremistan").

The articles are authored by Rajan Sambandam, TRC's Chief Research Officer. Some are also authored by Rich Raquet, TRC's President and Michael Sosnowski, TRC's Senior Vice President.

About TRC Market Research, a consultative custom market research firm
TRC Market Research is a full-service custom market research company dedicated to answering business questions. The market research firm specializes in satisfaction and loyalty research, linking survey data to financials, tricky new product development efforts and segmentation.

Philadelphia-based TRC Market Research is affiliated with the Council of American Survey Research Organizations (CASRO) and the American Marketing Association.

For more information, call Lenka Kolar at 215.641.2225 or visit


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