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Marketing Research Articles Related to the Automotive Industry

Marketing Research Articles Related to the Automotive Industry

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Trade talk: Rational, emotional factors key to copy research

Published
June 1987
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
In Renee Love's presentation at the ARF Copy Research workshop, she argues that qualitative research is a discovery process that should support, rather than inhibit, creative thinking.

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.

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.

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.

From the Publisher October 1996: This satisfaction 'research' left the customer unsatisfied

Published
October 1996
Author
Tom Quirk, QMRR Publisher
Abstract
Tom Quirk's shares the story of a friend who was the subject of an automotive dealership's poor-quality customer satisfaction survey and questions the toll experiences like this take on research's reputation.

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.

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.

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.

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.

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.

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.

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.

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.

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.

 

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