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Marketing Research Articles Related to the Automotive Industry

Marketing Research Articles Related to the Automotive Industry

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A fickle but valuable segment

Published
October 2006
Authors
Lonnie Miller and Jeff Martini
Abstract
First-time car buyers are hard to entice but can provide a valuable source of ongoing sales. The article summarizes results from a Polk study that explored the various factors that motivate these consumers.

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.

A tankful of potential

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 working vacation

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.

A world of unique challenges

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.

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: 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.

Campaigning for the outdoors

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.

* 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

Driven to satisfy

Published
February 1995
Author
William Bailey
Abstract
The Auto Club of New York (ACNY) surveyed 2,500 of its 1.1 million members via mail to obtain feedback on service quality and to provide an evaluation to management. The research helped ACNY prioritize quality improvement programs and allocate resources.

Driving the message home

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.

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.

* For Super Bowl ad faves, location isn't everything

Published
February 2011
Author
Quirk's Staff
Abstract
Results from The Nielsen Company shed light on what helps a Super Bowl commercial leave a lasting - and favorable - impression.

* For Toshiba America Medical Systems, satisfaction research removes uncertainty from customer relationships

Published
October 2010
Author
Catherine M. Wolfe
Abstract
Toshiba America Medical Systems uses a finely-tuned customer satisfaction research process, married with external analyst data, to maintain a handle on customers’ perceptions of company performance.

Forget the sharks - swim with your own fish!

Published
May 2003
Author
Gerry Cain
Abstract
In an increasingly turbulent business environment, corporate ethnographic research may just be the tool today’s companies need to develop the competitive edge necessary for survival. To capitalize on your brand’s inherent power, you must understand your own organization. This article discusses using corporate ethnography to gain insight into a brand and the inherent nature of that brand based upon a greater understanding of the organizational culture itself.

Four-day workweek catching on

Published
July 2008
Author
Quirk's Staff

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