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Marketing Research Articles Related to the Automotive Industry

Marketing Research Articles Related to the Automotive Industry

Showing items 1-20 of 77.

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A look at the Chinese automobile market

Published
November 2004
Authors
Barton Lee and David Tatterson
Abstract
With massive growth in the middle classes, the car market in China is poised to explode.

A Newsweek survey reveals the factors that drive compact truck

Published
November 1989
Author
Jim Schwartz, Ph.D.
Abstract
Newsweek surveyed buyers of the 38 compact truck models for 1989 that were available in late 1988 using an eight-page questionnaire to provide a database about buyers, their vehicles, and the purchase process they automotive industry can use as a tool to better serve future buyers. This article is a review of the key elements in the process of buying a product that becomes a major reflection of the owner’s personality—in this case, a truck.

Agency uses a little R&R (research & relaxation) to develop ads for RV group

Published
March 1997
Author
Joseph Rydholm, Quirk's Editor
Abstract
The Go RVing Coalition used qualitative research to investigate Baby Boomers who own RVs compared with those who do not in the process of developing television and print advertising.

Americans put trust in time-honored brands ... and Google?

Published
March 2010
Author
Quirk's Staff
Abstract
Harris Interactive's 2010 EquiTrend study indicates that consumers most trust brands that have stood the test of time and provided comfort in earlier years. In a poor economic climate, volatile and new brands struggle to keep up with the likes of Hershey's, Heinz and Hallmark.

Analyzing the role that car brochures play in the auto sales process

Published
October 2008
Author
Charles Young
Abstract
Using data from various studies conducted by his firm, the author looks at how car brochures, with their mix of emotional appeals and vehicle information, work to influence the car sales process.

Applying facial coding to ad testing

Published
March 2013
Authors
Dan Hill and Aron Levin
Abstract
A look at the results of a study that used facial coding to test the sales effectiveness of automobile ads shown during Super Bowls.

Brand positioning to multiple markets - change the message, not the mission

Published
June 2011
Author
Dennis Crowley
Abstract
One brand consultant weighs in on why companies should avoid creating different product positions for each target consumer group.

By The Numbers: Does aspirational answering affect Chinese data quality?

Published
July 2014
Authors
Pete Cape and Ati Sinaga
Abstract
A look at findings from experiments designed to gauge the impact of Chinese respondents who may be answering brand-related questions with brands they would like to use rather than those they actually do.

By the Numbers: Wanted: a better choice in discrete choice

Published
April 2005
Author
Philip Moore
Abstract
An open letter from the author to anyone in the industry who can help him find a tool that leverages the power of computers to construct and administer a discrete choice card set.

Cell phone-based feedback system lets Budget Rent A Car respond quickly and to customer complaints

Published
October 2007
Author
Johann Leitner
Abstract
In South Africa, Budget Rent A Car has used a cell phone-based survey methodology to increase response times to customer complaints and also show that the company follows up on issues important to customers.

Chevron tracks long-running corporate advertising program

Published
March 2000
Author
Joseph Rydholm, Quirk's Editor
Abstract
In its quest to be seen as an environmentally friendly oil company, Chevron has had a print and TV campaign, called “People Do.” Communicus, a Santa Monica, Calif., research firm conducts wide-ranging telephone interviews that mask the study’s sponsor and its advertising focus. Respondents give ratings, impressions, and purchase information for a number of companies and their advertising. Re-interviews are done a year later to test ad effectiveness.

Chrysler dug deep with archetype research to shape its PT Cruiser

Published
December 2000
Author
Joseph Rydholm, Quirk's Editor
Abstract
Chrysler used archetype research, a qualitative method developed by French medical anthropologist G. Clotaire Rapaille, in the development of its PT Cruiser.

Conducting automotive research in India

Published
April 2000
Author
Donavan Klinger
Abstract
For international marketing researchers, there is really no such thing as a typical week. This article discusses one researcher’s experiences conducting car research in India.

CSi program helps GM dealers monitor customer satisfaction

Published
February 1991
Author
Quirk's Staff
Abstract
General Motors sent buyers of new GM cars and trucks a mailed customer satisfaction survey six months after the purchase of their vehicle to measure customer satisfaction with the services of the dealer who sold the car or truck and satisfaction with the vehicle. Survey results were tabulated and reported monthly to each dealer as part of GM's Customer Satisfaction Index (CSi) program.

Data Use: Using NodeXL to decipher big data

Published
January 2014
Author
Michael Lieberman
Abstract
Michael Lieberman test-drives a free, open-source social media data analysis tool.

Do sexuality and gender impact automotive buyer behavior?

Published
July 2011
Author
Scott Pimley
Abstract
This article discusses the findings of Maritz Research's New Vehicle Customer Study, which focuses on many aspects of automotive buyer behavior, including how gender and sexuality factor into the decision-making process.

Does the election mean an auto industry makeover?

Published
August 2008
Author
Quirk's Staff

Eye tracking helps Saab fine-tune print ads

Published
March 1997
Author
Joseph Rydholm, Quirk's Editor
Abstract
When it came time to tweak a long-running print ad series, Saab used an eye-tracking approach that is designed to allow changes to be made to a campaign during the research process rather than afterward.

Eye-tracking helps reconcile the disconnect between shoppers’ words and their actions

Published
July 2013
Author
Scott Young
Abstract
Scott Young uses retail case studies to share tactical insights for enhancing in-store-marketing and discusses recommended applications of in-store eye-tracking.

For shuttered car dealerships, poor satisfaction scores often portended the end of the line

Published
March 2010
Author
David Ensing
Abstract
A comparison of satisfaction and sales data shows that as auto dealers find themselves fighting harder and harder for revenues from car sales and repair work, the importance of maintaining customer satisfaction looms large.