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Marketing Research Articles Related to Brand/Image Tracking

Marketing Research Articles Related to Brand/Image Tracking

Showing items 1-20 of 92.

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Trade Talk: Study uncovers America's most powerful brands

Published
December 1988
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
This month's column reviews the top 10 most powerful brands in America and what attributes they share.

Mail survey tests awareness of chiropractic technique

Published
June 1989
Author
Joseph Rydholm, Quirk's Editor
Abstract
Activator Methods, Inc. surveyed a random sample of 1036 chiropractors nationwide via mail to determine its position in the chiropractic marketplace.

Focus groups shape successful ad campaign for Oasis Laundries

Published
July 1989
Author
Joseph Rydholm, Quirk's Editor
Abstract
After using customer feedback to better its product, Oasis Laundries used focus groups with multiple target customer types to develop its ad campaign. Customer surveys are used on an ongoing basis to determine location-specific preferences.

Research encourages a comprehensive redesign of Blue Nun packaging

Published
October 1989
Author
Joseph Rydholm, Quirk's Editor
Abstract
After conducting taste tests that confirmed that packaging was a factor in declining sales, Blue Nun wine held extensive focus groups with current and past consumers and competitive brand purchasers, as well as shelf tests, in its package re-design process.

A Mississippi trade organization uses research to help its farm-raised catfish catch on with consumers

Published
October 1989
Author
Quirk's Staff
Abstract
The Catfish Institute uses an ongoing telephone study with hundreds of households in different regions of the country, research regarding catfish nutrients, a regular survey of retailers in 12 markets nationwide, and focus groups in its marketing efforts.

Research helps Boy Scouts of America communicate an active, adventurous image

Published
December 1989
Author
Joseph Rydholm, Quirk's Editor
Abstract
Boy Scouts of America used focus groups with former Cub Scouts and their mothers, along with ongoing tracking research, in the development of a marketing campaign that would increase awareness that Boy Scouting is an activity-oriented program that differs in many respects from Cub Scouting.

Research helps a rural Arizona hospital through a bond election and beyond

Published
January 1992
Author
Joseph Rydholm, Quirk's Editor
Abstract
To determine its marketing efforts, Yavapai Regional Medical Center in Prescott, Ariz., uses a regular cycle of surveys to gauge community awareness and perceptions of the hospital. In addition to surveying community members, it also conducted patient satisfaction surveys.

Research with consumers points the way to personifying Mr. Coffee for a new advertising campaign

Published
March 1992
Authors
David M. Morawski and Lacey J. Zachary
Abstract
Mr. Coffee conducted research to develop and monitor the Mr. Coffee brand personification campaign. The company used a variety of quantitative and qualitative research methods, including focus groups, nationally-distributed questionnaires, in-house interviews and a tracking study with a national sample of over 1,000 participants.

Creating loyalty on the Web

Published
February 2001
Author
Robert Passikoff
Abstract
Brands have grown in importance over the decades. This article discusses brands and branding, including defining brand equity, measuring e-brand equity, and an example.

Getting kids to notice your brand

Published
February 2004
Author
Martin Lindstrom
Abstract
Companies wishing to attract the attention of tween consumers must throw out their ideas of conventional marketing and embrace a new, 24/7 approach. Based on research with tweens across the world, the author explores some successful tween-aimed marketing programs and offers advice on how marketers can create their own buzz with this important audience.

Trade Talk: Creating, growing and defending your brand

Published
May 2004
Author
Joseph Rydholm, Quirk's Editor
Abstract
Reviews of four brand-related books: Brand Harmony, Brand Driven, Global Brand Strategy, and Defending the Brand.

A look at corporate and brand images in Eastern Europe, the Caucasus and Central Asia

Published
November 2004
Author
Edward Hodgman
Abstract
A study of corporate and brand images across several Eastern European and neighboring countries shows that while Western products have made significant inroads, there is still a strong sense of nationalism that can drive success for regional and local brands.

Brand as story: A tale of two tellers

Published
December 2004
Author
Reyn Kinzey
Abstract
Consumers feel they know the story of a brand, and if brands deviate too much from that story, they can risk alienating much of their audience.

Customer satisfaction research gives voice to the silent majority

Published
October 2005
Author
Jared Heyman
Abstract
Offers a five-step process for designing and executing an effective customer satisfaction survey program.

Understanding the effectiveness of television, online and magazine advertising in cross-media campaigns

Published
April 2006
Author
William Havlena
Abstract
The author uses data from his company’s CrossMedia Research studies to show how print, online and TV ads interact and how their individual and group impact can be measured and analyzed.

Research examines drivers of consumer trust in pharmaceutical and other brands

Published
June 2006
Authors
Alastair Bruce and Luc Rens
Abstract
Qualitative research across several sectors - automotive, finance, consumer electronics, etc. - sought to understand the drivers of brand trust. Across all sectors, consumers see brand trust as fueled by product quality, the brand’s leadership and innovation, familiarity, heritage, status, the endorsement of a family member or friend, and its maker’s social consciousness.

Enhancing awareness tracking studies

Published
November 2006
Author
Norman B. Leferman
Abstract
Responding to a previous Quirk’s article on enhancing awareness tracking studies, the author offers some insights of his own and provides specific question wording examples.

A how-to guide to using online specialty panels

Published
February 2007
Author
Mitch Eggers
Abstract
Specialty online panels offer researchers a way to talk to hard-to-find or specialized audiences. Tips are provided for building panels and various panel groups (hobby-focused, medical, new mothers, etc.) are discussed.

Tektronix uses research to create key customer metrics and drive marketing and sales strategies

Published
March 2007
Authors
Martyn Etherington and Laura Patterson
Abstract
Test and measurement firm Tektronix conducts research with its customers to obtain an advocacy score as well as to measure satisfaction.

Data Use: Creating a new scale of brand prestige using latent class modeling

Published
October 2007
Author
Melvin Prince
Abstract
This article provides a conceptual framework and measurement tool for the study of brand prestige constructs, useful in marketing practice. Results provide evidence that two consumer value constructs - brand excellence and status conferral - may be reliably and universally measured, irrespective of a brand’s product category.