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Marketing Research Articles Related to Researching Consumers

Marketing Research Articles Related to Researching Consumers

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Trade talk: Rational, emotional factors key to copy research

Published
June 1987
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
In Renee Love's presentation at the ARF Copy Research workshop, she argues that qualitative research is a discovery process that should support, rather than inhibit, creative thinking.

Custom store audits

Published
January 1989
Author
Al Goldsmith
Abstract
While the introduction of scanner equipment has proved useful in sales information collection, it does not provide a complete picture. This article discusses the value of custom store audits as an alternative for collecting information beyond sales data.

Trade Talk: Two books offer wealth of basic information

Published
May 1989
Author
Joseph Rydholm, Quirk's Editor
Abstract
This article provides reviews of two books: The Insider's Guide to Demographic Know-How and Polls and Surveys: Understanding What They Tell Us.

Trade Talk: Uncovering the soul of the Soviet consumer

Published
June 1989
Author
Joseph Rydholm, Quirk's Editor
Abstract
Conducting consumer research in the Soviet Union is quite unlike doing so in America. This article discusses a recent study of Soviet consumers led by Dr. Ernest Dichter, a pioneer in the field of motivational research.

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 survey of scanner data users finds problems with data analysis, assimilation

Published
November 1989
Author
Joseph Rydholm, Quirk's Editor
Abstract
Temple, Barker & Sloane, Inc. interviewed research management personnel in 51 U.S. consumer products firms to gain an understanding of how firms use scanner tools and data and their expectations of and satisfaction with scanner data. This article provides information discovered in that research.

Trade Talk: A user-friendly guide to changing U.S. marketplace

Published
May 1990
Author
Joseph Rydholm, Quirk's Editor
Abstract
This month's column reviews The 1990-1991 Almanac of Consumer Markets by Margaret K. Ambry, which features information on all aspects of the U.S. population.

Trade Talk: Quality should be Job One

Published
November 1990
Author
Joseph Rydholm, Quirk's Editor
Abstract
Quality and service are tops and only becoming more important to consumers. Companies should focus on a customer satisfaction program to increase market share and sales.

Trade Talk: Home is where the work is

Published
February 1991
Author
Joseph Rydholm, Quirk's Editor
Abstract
This article looks at consumers working from home and how technology is changing the home office.

Trade Talk: Study finds that may consumers want to buy American-made goods

Published
May 1991
Author
Joseph Rydholm, Quirk's Editor
Abstract
In the wake of the the Persian Gulf war,, "buying American" is a rising trend.

Trade Talk: Study seeks to define quality

Published
October 1991
Author
Joseph Rydholm, Quirk's Editor
Abstract
An EQUITREND study endeavors to understand the complex components of quality, including sophistication, wholesomeness, wide acceptance and trendiness or stylishness.

Trade Talk: What does the future hold?

Published
January 1992
Author
Joseph Rydholm, Quirk's Editor
Abstract
This month's column reviews two books: Future Vision and Consumer Power.

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.

Trade Talk: Pick a card, any card

Published
April 1992
Author
Joseph Rydholm, Quirk's Editor
Abstract
This month's column addresses consumers' attitudes regarding credit card-related issues such as the type of card used, pricing, grace period, other services used, satisfaction with the service performance of the card issuer and interest rates.

Focus groups, conjoint analysis help develop the Ameritech/Household Int'l. Complete MasterCard

Published
May 1992
Author
Mary P. Tonneberger
Abstract
Ameritech and Household International relied on qualitative and quantitative research strategies to develop a credit card concept combining the features of a MasterCard and a telephone calling card. The study involved focus groups and a conjoint analysis in which participants completed a computerized questionnaire in which they isolated the combination of features that most appealed to them by keying their answers to a detailed series of questions.

Trade Talk: Two books explore what's behind the numbers

Published
November 1992
Author
Joseph Rydholm, Quirk's Editor
Abstract
This column reviews The Seasons of Business: The Marketer's Guide to Consumer Behavior and Selling the Story: The Layman's Guide to Collecting and Communicating Demographic Information.

Respondents in focus groups, one-on-ones endorse fun-loving Libbey Glass ad campaign

Published
December 1992
Author
Joseph Rydholm, Quirk's Editor
Abstract
Researchers first explored five potential Libbey Glass advertising campaigns using focus groups. In the second phase, one-on-one interviews with mall intercepts tested the top three campaigns from the focus group phase, ultimately pointing to a clear winner with enthusiastic responses from consumers.

Trade Talk: 851,200 Elvis fans can't be wrong

Published
December 1992
Author
Joseph Rydholm, Quirk's Editor
Abstract
In this month's column, the author interviewed Jim Timony of Bruskin/Goldring Research to discuss the quantitative research conducted surrounding the U.S. Postal Service's launch of its Elvis stamp.

Report finds high satisfaction with point-of-service health plans in two cities

Published
January 1993
Author
Quirk's Staff
Abstract
This article provides and overview of the findings of two studies regarding participation in triple-option, point-of-service health benefit plans.

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.