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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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A bit of Tomorrowland today

Published
February 1996
Author
William Bailey
Abstract
Maglev Transit Inc. used a two-part study that integrated qualitative and quantitative techniques with consumers and travel agents to measure viability of a high-speed train proposed for Orlando, Fla.

A breath of fresh air

Published
November 1997
Author
Joseph Rydholm, Quirk's Editor
Abstract
Carrier Corporation conducted face-to-face interviews with potential commercial and residential users of the company's ductfree systems in Italy, Spain, Korea and Singapore using the Kano method to determine if the same product could be used in every market and the possible impact on customer satisfaction of doing so and to understand if there were market-differentiation possibilities.

A call for satisfaction

Published
October 2001
Authors
Gene Stefaniak, Z.R. Silk Tasby and Bruce Westcott
Abstract
Long John Silver’s Restaurants Inc. used interactive voice response to measure customer satisfaction, the results of which have been an escalation in customer service performance and manager involvement.

A complete examination

Published
January 1993
Author
Quirk's Staff
Abstract
Focus groups give a Dallas hospital insight into men's attitudes toward health care.

A definite Impact

Published
April 2004
Authors
Ann L. Breese and Don Bruzzone
Abstract
Through a tracking study, Starbucks found that its out-of-home media (billboards, kiosk ads, vehicle wraps) was as efficient as its other traditional media.

A different kind of mayo clinic

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.

A fresh approach

Published
March 1991
Author
Pamela F. Nagel
Abstract
Grant/Jacoby developed new advertising for Stokely USA based on research using focus groups and storyboard tests. To test the impact of the new campaign, researchers used customers’ claimed past three-month purchases and attitudinal shifts.

A global consensus

Published
December 2005
Authors
Shaan Rotolo and Kerry Cole
Abstract
A large IT firm conducted qualitative research with small and medium businesses around the world to understand how the needs of those businesses differed from those of the larger companies with which the firm was more closely identified.

A global enterprise

Published
November 1997
Author
Joseph Rydholm, Quirk's Editor
Abstract
IBM conducts a tracking study twice a year in 14 languages in 27 countries throughout Europe, North America, South America and Asia to capture trend data on a variety of topics.

A global perspective

Published
November 2000
Author
Joseph Rydholm, Quirk's Editor
Abstract
This article discusses the Global Airline Performance (GAP) study, a joint venture between P. Robert and Partners (PRP), a Swiss research firm, and the London-based Aviation Information and Research unit of IATA, the International Air Transport Association. The syndicated study uses a two-part survey to measure the opinions of air travelers on 22 airlines departing from 30 airports in North America, Europe and Asia. Each year, 240,000 passengers are interviewed. Depending on the airline routes being researched, the survey can be conducted in seven languages: English, French, Dutch, German, Swedish, Chinese or Japanese.

A healthy site

Published
June 2002
Authors
Debra Power, Michael D. Fetters and Mack T. Ruffin
Abstract
The University of Michigan Medical Center conducted focus groups in its development of a Web site about colorectal cancer.

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 natural extension

Published
May 2002
Author
Joseph Rydholm, Quirk's Editor
Abstract
NewStar used brainstorming and game-playing, followed by consumer testing, packaging testing and focus groups, to expand its product line in the spinach market.

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 picture is worth a thousand words

Published
October 1990
Author
Quirk's Staff
Abstract
Midland bank represented its market penetration through a series of maps with different transparent overlays representing pertinent variables. These maps integrated market penetration data with U.S. census geography and income files and cartographics. In addition to documenting Community Reinvestment Act compliance, the maps provided a tool for both marketing and product development.

A Pleasants surprise

Published
May 1999
Author
Terry Fink
Abstract
Retail independents are challenged more than ever to not only maintain sales and profits but to simply survive. This article points out why cutting prices and paring the organization is the wrong reaction and why research and planning are needed more than ever when faced with heavy competition from a national chain.

A prescription for continued growth

Published
January 2007
Author
Rachael Narsh
Abstract
Since beginning its mystery shopping program, drug store giant Walgreens has seen consistent improvement in its scores. Company-wide buy-in and management backing are credited with helping the program succeed.

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 slight change in the route

Published
October 2006
Authors
Lori Laflin and Michele Hanson
Abstract
The Minnesota Department of Transportation found that changing the question order in a long-time study had some interesting and ultimately beneficial effects.

A storied destination

Published
November 2005
Author
Anna Lilleengen
Abstract
Tourism board VisitScotland used one-on-ones to craft a new Europe-wide ad campaign and then employed Web metrics (such as site visits and brochure requests) to measure its effectiveness.

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