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Marketing Research Articles Related to the Construction Industry

Marketing Research Articles Related to the Construction Industry

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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.

First-time use of Kano method helps Carrier Corp. research buyers of its air conditioning units

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.

In the U.S. and overseas, CNH Global talks to loader backhoe users to develop new models

Published
November 2002
Authors
Jim Jastrzembski and Barbara Leable
Abstract
There are many types of construction equipment, without which modern construction would not be possible. The most versatile and most often purchased type is the loader backhoe. This article is a case study of how one of the oldest and most successful construction equipment companies used marketing research to develop advanced designs for loader backhoes.

Integrating marketing tools facilitates location of new construction

Published
March 1988
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
FountainPlace is a mixed-use development that will occupy one million square feet of retail, hotel and office space. Integrating all of these different aspects into a single development required vast market research by JMB/Federated Market Research Co. Complicated statistical models were used to analyze emerging and changing demographics within market areas to pinpoint future opportunities.

Loosening the wheels of innovation

Published
March 2006
Authors
Cara Woodland and Lauren Bierbaum
Abstract
Seeking to extend its venerable brand, WD-40 conducted ethnographic research with workers in a variety of industries to uncover unmet needs. The research led to the introduction of two very successful products, the No-Mess Pen and the Big Blast.

Qualitative research helps Stanley Hardware reposition its line of mirror doors

Published
November 1994
Authors
Susan Haller and Dale Benedict
Abstract
Stanley Hardware used focus groups with homeowners and contractors and one-on-one interviews with distributors and retailers in its efforts to reposition its line of mirror doors.

Research leads old-line company to change name, launch new product

Published
April 1994
Author
Edwin P. Slaughter
Abstract
Allentown Pneumatic Gun interviewed 300 contractors to help guide its name change and new product launch.

Use customer satisfaction research to drive quality improvement

Published
October 1997
Author
Brad Holleran
Abstract
Using the experiences of two companies as examples, this article illustrates the value of integrating customer satisfaction research into quality improvement initiatives.