Skip to: Main Content / Navigation

  • Facebook
  • Twitter
  • LinkedIn
  • Add This

Marketing Research Articles Related to Researching African-Americans

Marketing Research Articles Related to Researching African-Americans

Showing items 1-18 of 18.

Sort

Refine Search

Date

Login required for most articles published within the last three years

10 things every brand should know about marketing to African-Americans

Published
June 2008
Author
Mitch Eggers
Abstract
Marketers ignore the African-American market at their own peril. The author explores stereotypes about black consumers and shows how savvy marketers can tailor their advertising and promotional efforts to capture the interest and loyalty of this growing, lucrative group.

A successful research community requires a mix of strategies

Published
April 2012
Author
Manila Austin
Abstract
Communispace’s Manila Austin draws from the firm’s research-on-research studies to offer tips on keeping community respondents engaged.

African-Americans express optimism as millennium approaches

Published
April 1997
Author
J. Robert Harris II
Abstract
JRH Marketing used focus groups to investigate current attitudes and opinions about lifestyles and personal goals among a cross-section of African-Americans nationwide.

Community-based methods for multicultural research

Published
January 1994
Authors
Sharon Wolf, Debra Griffith, P. Rafael Hernandez, Kathryn Kuo and Hy Mariampolski
Abstract
Conventional qualitative research methods often do not work effectively with ethnic research studies. This article discusses community-based methods as a valuable alternative for conducting research with different ethnic groups.

Firms are going multi-platform to get their messages out to multicultural youth

Published
April 2010
Author
Amy Henry
Abstract
Using examples from brands like Hot Pockets, McDonald’s and Dr. Pepper, the author shows how some marketers are seizing on Web- and mobile-based methods to target Hispanic and African-American youths.

Getting the most from African-American respondents

Published
April 1999
Author
Pepper Miller
Abstract
Cultural differences require variance in marketing research. This article illustrates one firm’s research projects that required a different approach to designing and executing research among African-Americans.

How to boost your multicultural intelligence

Published
April 2010
Author
David R. Morse
Abstract
David Morse offers several ways - many of them free - for firms to increase their knowledge of and familiarity with the needs and buying habits of multicultural consumers.

Kwanzaa and its marketing implications

Published
April 1998
Authors
Joan Lawton and Karen Gunn
Abstract
There are many segmentation considerations when marketing to the African-American population. This article discusses the marketing implications of Kwanzaa.

Marketers get a "C" grade for their attempts to reach the African-American market

Published
April 2003
Author
Melody McDowell
Abstract
Last year, corporations and retailers reported some progress reaching the African-American consumers but, in the main, failed to devise compelling strategies to reach this market. This article examines the conclusions of Pepper Miller, president of the Chicago-based Hunter-Miller group Inc., who tracks and analyzes ethnic marketing trends.

MONY still reaping rewards from mid-'90s African-American marketing initiative

Published
April 1999
Author
Quirk's Staff
Abstract
In the mid-‘90s, MONY Group began an initiative aimed at the African-American market. This article discusses MONY’s initiative and results—immediate and long-term.

Perception Analyzers aid development of ad campaign for prenatal care programs

Published
June 2003
Authors
Steve Appel and Barbara Bird
Abstract
AIDS Institute used focus groups and Perception Analyzers in its development of a multimedia campaign to convince more women to get prenatal care.

Solving the multicultural marketing paradox

Published
April 2003
Author
Gary Berman
Abstract
Multicultural marketing is a long-term project that’s typically looked at from a short-term perspective. This article discusses using research to solve this paradox of multicultural marketing.

The multicultural world of social media marketing

Published
June 2009
Authors
Felipe Korzenny and Lee Vann
Abstract
The authors present findings from a survey of social media usage among ethnic groups and argue that as these outlets become more and more a part of multicultural consumers’ lives, companies that incorporate them into their marketing plans will earn the loyalty of these segments.

The myths of ethnic marketing research

Published
January 1996
Author
Kent I. Phillips
Abstract
The author debunks four ethnic marketing research myths demonstrated by companies that market themselves nationally.

Trade Talk: Book reviews: Market segmentation and other fun topics

Published
June 1994
Author
Joseph Rydholm, Quirk's Editor
Abstract
A review of four books that cover topics including focus groups, segmentation, marketing to women and multicultural research.

Using market research for business and public policy decisions in consumer lending

Published
July 2008
Author
Paul C. Lubin
Abstract
Mystery shopping and marketing research can play a critical role in helping financial institutions comply with federal regulations. The article looks at matched-pair and monadic testing in particular to explore how they can be used to measure lenders' adherence to regulatory standards.

Why race still matters when marketing to African-Americans

Published
February 2012
Author
David R. Morse
Abstract
The following is an adapted chapter from David R. Morse's Multicultural Intelligence book. The article focuses on black-white race relations in the U.S. and the societal and cultural obstacles involved in reaching African-Americans.