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Marketing Research Case Study (Case History) Articles

In case study articles successful marketing research projects are examined in depth, looking at the methods used, the marketing goals behind the research and how the research results were beneficial. View, sort, and refine more than 25 years of Quirk's marketing research case studies.

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General Mills marketing research decides cookbook cover

Published
October 1986
Author
Tom Quirk, QMRR Publisher
Abstract
"Betty Crocker's Cookbook" has sold over 22 million copies, but as the flagship of their publishing line, General Mills Marketing experts needed to figure out a cover that could keep the book selling strong. A variety of techniques were used to figure out what book cover would sell best.

JCPenney pinpoints its customers

Published
October 1986
Author
Quirk's Staff
Abstract
In order to fully understand the needs of their customers, JCPenney has initiated a series of studies called Consumer Feedback. These studies give JCPenney a clear picture of the needs, attitudes and behaviors of their customers.

Quest research pays off for United Way

Published
October 1986
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
In the past, marketing research was too expensive for many United Way organizations. But all that has changed, thanks to a new research program called Quest. By utilizing innovative survey techniques and technology, Quest allows United Way organizations to improve communications, identify key services and improve fundraising easily and inexpensively.

Singles' lifestyles explored in JCPenney study

Published
January 1987
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
A recent survey by JCPenney explored the lifestyles and tendencies of the singles population. The consumer study, conducted by the Public Issues and Consumer Programs department of the JCPenney Co., helped the retail giant to better understand the approximately 77 million singles living in the United States.

Research aids in growth, success of church

Published
January 1987
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
Wooddale Church in Eden Prairie, Minn., is proof that market research and a desire to be consumer-driven have a place in religion.

Questionnaire helps Owens-Corning Fiberglas examine remodelers market

Published
February 1987
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
Owens-Corning, a manufacturer of glass fiber materials, initiated a study to find out how the company was fulfilling the needs of remodelers. A questionnaire was sent out to 450 contractors, had high return and increased awareness in the company of an important segment of the marketplace.

Accountemps relies on surveys to keep tabs on personnel

Published
February 1987
Author
Quirk's Staff
Abstract
For Accountemps, a temporary-help service, research was needed to improve the productivity of its workers. Vice presidents and personnel management were surveyed to find helpful hints on how to improve productivity.

Tennant fine-tunes its business-to-business research

Published
February 1987
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
For many industrial manufacturers, marketing is based on "pushing" customers into buying a product and then moving on to the next likely customer. Tennant, a manufacturer of floor maintenance equipment, refined its marketing techniques to "pull" customers in by meeting needs and expectations. The shift has improved customer satisfaction.

Pitney Bowes personalizes its business-to-business research

Published
February 1987
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
Pitney Bowes, a supplier of shipping and mailing equipment, surveys thousands of customers every six months in order to remain competitive in the worldwide marketplace.

Wendy's research serves up The Big Classic

Published
February 1987
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
For the Wendy's fast-food chain to compete with McDonalds or Burger King, executives realized that some serious market research was needed. After analyzing taste tests in six different cities, The Big Classic burger was born.

Research method tests boundaries of conventional wisdom

Published
February 1987
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
While many qualitative research techniques reject experts from the field, a new technique, Delphi, is breaking new ground for market research by utilizing expert knowledge. The strategy has risks, but Delphi is helping clients access new information.

Research helps AT&T sharpen its newsletter

Published
March 1987
Author
Quirk's Staff
Abstract
When AT&T customers received their "Stay In Touch" newsletter with their long distance bill, most didn't realize the extensive market research that went into it. AT&T employed focus group sessions and mall intercepts to find out what type of newsletter would best appeal to customers.

Business trends, potential visible with computer mapping

Published
March 1987
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
Advancements in computer technology have enabled businesses, government and educational institutions to access valuable information from demographic maps. The process, once prohibitively expensive and time consuming, is becoming cheaper and easier with computers.

Conjoint analysis enhances computer-based interviews

Published
March 1987
Author
Quirk's Staff
Abstract
By employing interactive software, conjoint analysis increases the effectiveness of computer-based interviewing. The results have helped businesses to better understand the marketplace with accurate data.

Databases help companies with target marketing efforts

Published
March 1987
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
Market research suppliers, like National Decision Systems of California, are helping businesses keep up on customer demographics quickly and easily. Aetna Life and Dunkin' Donuts are among the NDS success stories.

Computer interviewing gaining popularity

Published
March 1987
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
Many people fear the idea of a face-to-face interview. Computer interviews can decrease intimidation, elicit more truthful responses and save time for interviewers.

Continuing analysis of shopping habits in San Diego

Published
April 1987
Author
Emmet Hoffman
Abstract
The "Continuing Analysis of Shopping Habits in San Diego," or CASH, is a clearinghouse for consumer information in San Diego County. The data is a service of The San Diego Union and The Tribune, a San Diego newspaper, and employs telephone interviews to collect extensive information on consumers throughout the area.

House calls help Y&R understand consumers

Published
April 1987
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
New York advertising agency Young and Rubicam believes on-site interviews are one of the best ways to understand the connection between consumer and product, by seeing consumers in their natural environments. While a lot of research is involved, the process gives companies an accurate view of how consumers actually think and feel in their natural environment.

Raisin commercial gets rave reviews

Published
April 1987
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
When Foote Cone & Belding set out to promote raisins for the California Raisin Advisory Board, the company employed clay animation, or Claymation, with huge success. The series of commercials tested very highly in focus groups and ended up appealing to people across the country.

Florida travel habits subject of phone survey

Published
May 1987
Author
Quirk's Staff
Abstract
Tourism in Florida is big business, but Floridians tend to get left out of the picture. A telephone survey helped the tourism industry to better understand the travel habits of Florida residents, to improve in-state tourism.

 

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