Skip to: Main Content / Navigation

  • Facebook
  • Twitter
  • LinkedIn
  • Add This

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.

Showing items 1-20 of 356.

Go

Sort

Refine Search

Date

Login required for most articles published within the last three years

8 tips to help you build successful customer surveys

Published
February 1999
Author
Marcie Levine
Abstract
Creating customer surveys can be overwhelming, particularly if you have never developed one. This article details eight steps for creating successful surveys and becoming a survey expert.

A CATI system lowers Spiegel Inc.'s research costs and gives it a direct link to its customers

Published
February 1992
Author
Cheryl Ross
Abstract
This article describes Spiegel Inc.’s success using a computer-assisted telephone interviewing (CATI) system to conduct its phone surveys. Benefits included speed, the ability to develop more complex, flexible question patterns and the ability to integrate database information of past behaviors with current attitudes expressed in the survey responses.

A Colorado HMO ties patient satisfaction to physician incentives

Published
November 1993
Authors
Charles Gaughan and Lori Muneta
Abstract
TakeCare HMO conducted a telephone satisfaction survey to gauge its primary-care physicians' performance in three crucial areas: access to care, physician care, and the office staff and environment. Rather than using a research firm to conduct these phone surveys, the HMO used specially trained employees.

A computer-assisted interviewing system lets the Youthwear Division of Levi Strauss hold the attention of young respondents

Published
February 1993
Author
Joseph Rydholm, Quirk's Editor
Abstract
To appeal to young respondents, the Youthwear Division of Levi Strauss & Co. incorporated an ACS-Query Solo computer-assisted interviewing program. The interview format included a segment in which children would interact with the computer. The article describes advantages of this system and specific strategies the company took to ensure that both the respondents and the mall interviewers would feel comfortable with the system.

A government study investigates the issue of home taping and copyright violation

Published
May 1990
Author
Quirk's Staff
Abstract
With extensive input from an advisory panel of stakeholders, a survey was developed to study consumer uses of home taping technology. The researchers delivered the survey in phone interviews. The questions addressed issues such as the importance of listening to music, type of material taped, reasons for taping, the extent of non-copyrighted material copied and feelings toward the ethics of home taping.

A LifeScan researcher extols the value of active management of the research process

Published
January 2014
Author
Lawrence Cesnik
Abstract
Lawrence Cesnik details how vigilance and team-building drove a successful effort to refine messaging for OneTouch diabetes-related products.

A look at the customer survey process at Caterpillar Inc.

Published
November 1990
Author
Brett Blackwell
Abstract
Caterpillar Inc. conducted focus groups and mailed surveys to determine its customers’ perception of product quality and potential areas for improvement.

A maker of work scheduling software uses a telephone survey to meet varied information needs

Published
April 1992
Author
Quirk's Staff
Abstract
TCS Management Group conducted a telephone survey with current customers of its TeleCenter System, which helps companies optimize work schedules. The study’s main objectives were to update its customer database, measure the level of satisfaction among software users and their managers, and determine the likelihood of attendance at the upcoming Users Forum.

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.

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.

A report on the 2010 Quirk's salary survey of client-side researchers

Published
July 2010
Author
Joseph Rydholm, Quirk's Editor
Abstract
Against the backdrop of continuing economic woes, year two of our annual salary survey of client-side researchers found relatively stable base salary and bonus figures. While most plan to stay where they are, a solid segment says they will seek better opportunities once the economy improves.

A strategic technique for health care product positioning

Published
June 1987
Author
Quirk's Staff
Abstract
Questions of pricing and pricing strategy are difficult for health care marketers. Several strategies have emerged to deal with price elasticity.

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.

Activating segmentation through storytelling

Published
May 2013
Authors
Rajit Chakravarty and Lisa Gudding
Abstract
BP turned to data visualization to help increase the internal uptake and awareness of the results of a global C-store segmentation.

Ad agency uses focus groups to help reposition Duke's mayonnaise

Published
March 2001
Author
Dick Scott
Abstract
C.F. Sauer Company asked four groups of 45 mayonnaise users to give up the substance for a week in an attempt to uncover its allure and help reposition the Duke mayonnaise brand.

Ad agency uses Web-based qualitative with teens to help develop public-service campaign

Published
May 2009
Authors
Dana Slaughter and Kristin Schwitzer
Abstract
The authors used online qualitative research to test several facets of a proposed public-service campaign aimed at getting teens to stop using the phrase “That’s so gay.” Respondents created and posted photo-journals, evaluated potential celebrity spokespeople, reacted to ad concepts and offered insights on how to motivate teens without coming across as preachy.

Advertising movies during the Super Bowl

Published
March 2001
Authors
Don Bruzzone and Dan Rosen
Abstract
Every year, companies spend millions of dollars on Super Bowl advertising. This article is adapted from a presentation on Super Bowl advertising delivered at the Advertising Research Foundation Conference on Entertainment Research.

Advertising research plays an integral role in the success of Fallon McElligott ads

Published
March 1990
Author
Tim Huberty
Abstract
Fallon McElligott advertising agency uses interviews to collect qualitative and quantitative data on its advertising strategies. The research measured the feelings, attitudes and awareness of respondents.

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.

Agency uses qualitative and quantitative techniques to tackle an advertising campaign for the Cleveland Browns Foundation

Published
May 2003
Author
Jennifer Hirt-Marchand
Abstract
The Cleveland Browns Foundation used one-on-one in-depth interviews with multiple staff and board members and 213 online surveys with foundation donors and prospects to develop a brand identity and supporting advertising campaign.

 

Comment on this article

comments powered by Disqus