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Marketing Research Articles Related to the Bio-Technology Industry

Marketing Research Articles Related to the Bio-Technology Industry

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Data Use: An indexing approach to brand equity

Published
June 2008
Author
William Bailey
Abstract
Following up on an earlier article, the author explores a real-world example of the application of a series of techniques to measure customer satisfaction and its resulting impact on brand equity. The techniques seek to uncover and measure what is truly important to customers, in this case in the biomedical industry, rather than assuming standard attributes to be important.

Data Use: Evaluating a market using P-E gap analysis

Published
June 2006
Author
William Bailey
Abstract
The addition of data on customer expectations and attribute importance to the gap analysis process paints a more detailed picture for companies seeking insight into the factors that customers consider during the purchase process.

What can measuring brain waves tell us about an ad’s effectiveness?

Published
August 2009
Authors
Charles Young and Stephen Sands
Abstract
Two research firms, one specializing in copy testing, the other in brain wave measurement, teamed up to examine a series of fast-food TV ads to compare and contrast findings from their respective diagnostic approaches.