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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 84.

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Surveyed mechanics say modern car quality down

Published
February 1988
Author
Quirk's Staff
Abstract
It might seem that automobile technology and quality are improving, but according to many mechanics, U.S. car quality is lower today than 10 years ago. The survey, conducted by mailed questionnaires, has identified a lack of support, few improvements and warranty ignorance as some of the problems facing U.S. cars today.

Six questions to ask your supplier about multivariate analysis

Published
February 1991
Author
Paul M. Gurwitz
Abstract
The author presents six questions that consumers should ask suppliers of multivariate analysis. Issues addressed include the cleaning and handling of data, the program and process for analyzing the data, the presentation of the final project, and the potential for repeat analyses.

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.

Natural group interviewing revisited

Published
May 1991
Author
Michael E. Curtis
Abstract
This article updates a previous article published in Quirk's Marketing Research Review in the December, 1988 issue: "Natural Group Interviewing" by David Pagnucco and Robert Quinn. Natural group interviewing takes into account the explicit interactions that occur in groups of two or more individuals who may play a role in a purchasing decision making process. The Automotive Research Group of Maritz Marketing research included the natural group interviewing (NGI) concept as part of three major product clinics. This article addresses approaches to gathering quantitative and qualitative data when using NGI and issues related to respondent show rates and recruiting when using NGI.

Projective technique aims to uncover consumer attitudes

Published
March 1992
Author
Doreen Mole
Abstract
Commercial anthropology is a qualitative technique applied in mini-focus groups or interviews. It involves respondents reacting to a depiction of a brand user by making projections about the user by outfitting that user with items the user would have. The selections stimulate discussion that provides inroads into a user's psyche and belief system. General Motors used this technique to uncover the underlying emotions that differentiated purchase of one specific brand of automobile from another in the "sporty" car market segment.

The Auto Club of New York turns to mail survey for customer feedback

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.

Respondent collages help agency develop ads for new Pontiac

Published
March 1995
Author
Joseph Rydholm, Quirk's Editor
Abstract
Pontiac used qualitative research to develop advertising for the new Sunfire. Specifically, respondents created 20” x 20” collages prior to the focus group that reflect their relationship with their car.

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.

Research steers auto makers toward better customer satisfaction

Published
October 1997
Author
Joseph Rydholm, Quirk's Editor
Abstract
While the paper survey is still popular in the auto industry, it is slowly being replaced by the telephone survey. This article discusses changes in customer satisfaction research in the auto industry, including input from personnel from a variety of auto makers.

Using virtual reality-based conjoint to capture the voice of the customer

Published
May 1998
Authors
Lisa Wood, Dean Hering, Mohan Bala and Todd Romig
Abstract
When demand for a new product is highly uncertain and prototypes are expensive to develop, a research approach where potential customers evaluate hypothetical products can be extremely useful. This article describes use of TradeOff VRTM, which combines conjoint analysis and virtual reality to obtain customer feedback regarding the product design and planning process for a new Volvo truck.

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.

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.

Subaru uses Web-based reporting to track customer loyalty, dealer quality rankings

Published
July 2000
Author
George Dubinsky
Abstract
Subaru uses Web reporting with seven field region offices, 135 field staffers and 600 dealers to gauge levels of customer loyalty and to rank dealerships.

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.

General Motors measures channel loyalty in the automotive parts aftermarket

Published
April 2001
Authors
Joel T. Lieberman, Joyce Henk, Derek Allen and Janet Edmison
Abstract
General Motors (GM) conducted a multi-phase study of dealership loyalty in the automotive parts aftermarket to determine why customers choose to purchase from GM Service Parts Operations (SPO) and its competition, the results of which were used to develop a set of loyalty questions to help SPO monitor service and maintain dealer loyalty.

Generation Y offers huge market for automakers

Published
July 2003
Author
Brian Maraone
Abstract
A great opportunity exists for automakers to target Generation Y. This article presents a study of Generation Y by Synovate Motoresearch, Inc.

Use corporate ethnography to understand and reignite your brand

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.

Study shows Boomers still feel ignored by marketers

Published
February 2004
Author
Leslie M. Harris
Abstract
Based on a wide-ranging study of Boomers, the authors look at several product and service categories - from housing to fast-food - and explore Boomer reactions to the categories and how marketers within those categories have attempted to communicate and market to them.

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.

Trade Talk: It was an eventful Event

Published
December 2004
Author
Joseph Rydholm, Quirk's Editor
Abstract
A report on the 2004 IIR Market Research Event in San Francisco.