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Marketing Research Articles Related to Researching Consumers

Marketing Research Articles Related to Researching Consumers

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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.

A guide to developing a CRM process in the health care setting

Published
June 2005
Author
Nancy Paddison
Abstract
This article covers the process of applying customer relationship management techniques in the health care setting, using CRM as a support for strategic planning, building loyalty and promoting organizational strengths.

A look at consumer-driven health care informatics

Published
June 2005
Author
Dinesh Sharma
Abstract
Health care informatics - a hybrid discipline of health sciences and information technology - is giving the industry greater access to data on consumer behavior.

A look at the gluten-free movement and how food companies have responded to it

Published
October 2012
Author
Eileen Acello
Abstract
More than just a fad, the author argues, living gluten-free is a necessity for celiac disease sufferers. As a result, these consumers offer the food makers who meet their needs the chance to earn a lifetime of trust and loyalty.

A marketer's guide to increasing prices

Published
October 2010
Author
Gerald Linda
Abstract
Finally on the upswing of a global economic meltdown, marketers are beginning to consider raising prices to recoup losses and keep up with inflation. The author offers several strategies, tactics and communication plans to increase prices without losing business.

A new perspective on Hispanic media planning

Published
June 2005
Author
Felipe Korzenny
Abstract
The role of language - Spanish and English - and language’s impact on media consumption is discussed, as are the implications for marketing research.

A primer on Hispanic teens

Published
June 2005
Author
Mary Baroutakis
Abstract
The author profiles Hispanic teens, based on her experience researching them, and offers their outlooks on food, language, media and technology.

A qualitative approach to consumer-based concept development

Published
December 2005
Author
Judith Lerner
Abstract
A method for building concept statements with consumers to get at what is truly important to them is outlined. Words or phrases are written on cards and shown to respondents, who sort them based on relevance, appeal and similarity. The underlying emotional reasons for the sort can be probed, leading to insights into consumer motivation that might not otherwise be apparent.

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.

Annual study shows consumers have grown tired of thinking about energy

Published
March 2008
Author
Suzanne Shelton
Abstract
Energy Pulse is a national consumer study that analyzes consumer energy use, energy conservation and purchasing behaviors relative to energy-efficient and “green” products and services. About to enter its fourth consecutive year in 2008, Energy Pulse is a national consumer study that analyzes consumer energy use, energy conservation and purchasing behaviors relative to energy-efficient and “green” products and services.

Back-to-school shopping sprees - on a budget

Published
August 2008
Author
Quirk's Staff

Behavioral science techniques in medical marketing research

Published
June 2005
Author
Joel Goldberg
Abstract
In medical marketing research, a range of behavioral science techniques are being applied that help researchers create profiles of respondents to better understand their responses, understand the mental processes of health care workers and recruit and build panels.

Beyond awareness and recall: rethinking sponsorship measurement

Published
August 2011
Author
Nicholas Cameron
Abstract
Sponsorship works differently from advertising and researchers need to rethink the basic premise of what they should be measuring. Insight specialists need to stop trying to rely solely on sponsorship awareness to explain brand shift. Instead they need to include additional sponsorship-based metrics such as passion, appreciation and liking.

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.

Bringing Web surveys into compliance with the Americans with Disabilities Act

Published
February 2005
Author
Bill MacElroy
Abstract
In advance of regulations requiring them to do so, there are a number of things researchers can do now to make surveys and the research process easier for people with disabilities.

By the Numbers: Fielding ethnic research? The success is the details

Published
June 2005
Author
Sylvia Nieto-Vidal
Abstract
From interviewing to coding, an ethnic research project involves the same procedures as a general-market project, but it truly benefits from a seasoned researcher’s knowledge of and experience with multicultural respondents.

Can behavioral economics inform the ad research process?

Published
January 2014
Author
Charles Young
Abstract
Charles Young examines what we can learn about measuring ad effectiveness by applying Daniel Kahneman’s System 1 and System 2 theory of cognition.

Can corporate America win back consumers' trust?

Published
June 2011
Author
Quirk's Staff
Abstract
Research from GfK Custom Research North American indicates that corporate America has a long way to go to win back consumer favor.

 

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