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Marketing Research Articles Related to Attitude/Usage Studies

Marketing Research Articles Related to Attitude/Usage Studies

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By the Numbers: Total unaided awareness?

Published
April 2006
Author
Stephen J. Hellebusch
Abstract
Question structure can have a big impact on the answers obtained when querying respondents about their awareness of advertising and products. The author presents some ways to make sure you are accurately measuring what you want to measure.

Data Use: Single-item attitude measures: The biggest rip-off in survey research

Published
April 1994
Author
Jonathan E. Brill
Abstract
Organizations are increasingly conducting attitude research. This article discusses attitude assessment, focusing on why single-item attitude research is a bad choice.

Think you know segmentation? Think again! A close look at 4 core analyses

Published
December 2013
Author
Kevin Gray
Abstract
This article addresses four different kinds of segmentation analyses - a priori, post hoc, brand and drive - and goes on to offer examples and explain what each accomplishes.

Using social media as the next step in CRM

Published
August 2012
Author
Suresh Subbiah
Abstract
Using a professional power-tool provider as an example, the author discusses various social media campaigns for gathering customer insights, along with the supporting technology and platforms.