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Marketing Research Articles Related to Researching Consumers

Marketing Research Articles Related to Researching Consumers

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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.

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.

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.

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.

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.

Franchise extension

Published
November 1999
Author
Harry Vardis
Abstract
Companies frequently consider franchise extension. This article is a starting point to discuss the issues regarding line and franchise extensions that concern clients.

Motivating consumers in an age of cynicism

Published
December 2000
Authors
Mike Anastas and Jim Aucone
Abstract
Today’s consumers are more cynical than those of pervious generations, which makes them a harder sell. This article discusses how to conduct research to identify a personal brand reward as a means to reach consumers.

In-home research gives Mirro the ingredients for its Allegro cookware line

Published
January 2000
Author
Joseph Rydholm, Quirk's Editor
Abstract
Cookware maker Mirro Company wanted to develop a product for the department and specialty store market. For help with the design work and marketing research, it turned to Metaphase Design Group, which sent three-person teams to observe and videotape people at home using their cookware during meal making. Observational interviews, Buddy Groups, questionnaires and research of consumer product safety information resulted in a new cookware design.

Research uncovers new markets, new directions for Coleman

Published
December 2001
Author
Cara Woodland
Abstract
Coleman used a variety of qualitative research techniques to find new areas of business and revenue.

Hamilton Beach talks to consumers before introducing small appliance lines in Mexico and Europe

Published
November 2001
Author
Joseph Rydholm, Quirk's Editor
Abstract
Hamilton Beach used focus groups in Europe and both qualitative and quantitative research in Mexico before expanding into these markets.

Tips on testing packaging among seniors

Published
December 2002
Author
Gail Fudemberg
Abstract
Baby Boomers are an increasingly important segment of the population. This is a group that needs special consideration from manufacturers and advertisers in addressing their needs. This article discusses conducting packaging research with seniors, including how not to use research.

Moen designs new showerhead after ethnographic research uncovers host of innovation opportunities

Published
June 2002
Author
Joseph Rydholm, Quirk's Editor
Abstract
Moen conducted depth interviews, in-aisle research, observational research and hydrotherapist interviews to understand the beneficial effects of water on the body in research to improve its line of showerheads.

Trade Talk: Success by design

Published
February 2004
Author
Joseph Rydholm, Quirk's Editor
Abstract
A design-related conference held by the Marketing Science Institute offered a number of insights from product developers at Hewlett-Packard and Procter & Gamble.

Hidden barriers to new product acceptance: preference inertia

Published
May 2004
Authors
Donna Wydra and Bill MacElroy
Abstract
Preference inertia, which prevents a target customer population from trying new things, can blunt sales by up to 40 percent. The factors behind it, and how to measure them, are the subjects of this article.

Using online ethnography to explore the digital camera market

Published
July 2004
Author
Steve August
Abstract
Analysis of postings on blogs and other online sites pertaining to digital cameras let researchers study trends as they formed and showed how prospective buyers defined their searches for their ideal cameras.

A comparison of consumer and business-to-business customer satisfaction research

Published
October 2004
Author
Doug Berdie
Abstract
An examination of the role of customer satisfaction research in the business-to-business and consumer settings highlights how each situation influences the measurement of satisfaction.

Trade Talk: Even do-it-yourselfers need help

Published
November 2004
Author
Joseph Rydholm, Quirk's Editor
Abstract
A look at the Customer Focus 2004: Home Improvement study from Vertis.

Brand as story: A tale of two tellers

Published
December 2004
Author
Reyn Kinzey
Abstract
Consumers feel they know the story of a brand, and if brands deviate too much from that story, they can risk alienating much of their audience.

Trade Talk: It was an eventful Event

Published
December 2004
Author
Joseph Rydholm, Quirk's Editor
Abstract
A report on the 2004 IIR Market Research Event in San Francisco.

Data Use: Laying new TURF with NCURA

Published
January 2006
Author
Michael DeHart
Abstract
While non-cannibalized unduplicated reach analysis (NCURA) provides output similar to total unduplicated reach and frequency (TURF), it seeks to incorporate a more real-world scenario and provides more in-depth results than traditional TURF models. The author uses the example of a fictional cookie maker to show how NCURA can help create an optimal product market mix.

 

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