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Article:
How To Use Direct Response Card Decks To Fine Tune Your Marketing... by: Thom Reece Market research specialists have discovered a new tool which enables them to quickly identify target market cells, measure buyer acceptance, test new product or service concepts quickly and inexpensively and survey market characteristics...the Direct Response Card Deck. For two to four cents per contact, the researcher can now gather market intelligence from both specialized vertical markets (lawyers, doctors, etc.) or broad based horizontal markets (all marketing executives across industry lines). In addition, these same markets can now be tested in such confined geographical areas as business executives in Hawaii or professionals in Minneapolis. Not only does the marketer overcome one of the traditional problems in research...test sizes...he or she also reaps the huge advantage of accurate measurability and accountability. Since all responses can be directed right back to the research organization, market feedback is both quick and accurate. Many firms have difficulty in obtaining statistically significant samplings through traditional channels because of budget restrictions. It's not uncommon for important strategy decisions to be made on the basis of sampling as few as '2
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