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Marketing Research Articles Related to Researching Consumers

Marketing Research Articles Related to Researching Consumers

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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 deeper examination

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.

* 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 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.

A trust-building exercise

Published
June 2006
Authors
Alastair Bruce and Luc Rens
Abstract
Qualitative research across several sectors - automotive, finance, consumer electronics, etc. - sought to understand the drivers of brand trust. Across all sectors, consumers see brand trust as fueled by product quality, the brand’s leadership and innovation, familiarity, heritage, status, the endorsement of a family member or friend, and its maker’s social consciousness.

An enriching process

Published
November 2005
Author
Martha C. Rivera
Abstract
An in-depth look at ethnographic research in Latin America, including thoughts on modes of observation, participation, incentives and questioning.

Analyzing an empowered patient

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.

Back-to-school shopping sprees - on a budget

Published
August 2008
Author
Quirk's Staff

* 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.

Bilingual, bicultural and more

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.

Brand as story

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.

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 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.

Capture the power of the purse

Published
February 2005
Author
Martha Barletta
Abstract
Focuses on designing the research process to enhance your efforts to market to women.

Community involvement

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.

* Conducting consumer research on the iPad

Published
March 2011
Authors
Rachel Swanson and Scott McDonald
Abstract
Researchers at Condé Nast draw from a study of four magazines to offer a five-point checklist for conducting research with and about iPad users.

* Consumers do their homework to guard against aimless holiday shopping and impulse purchases

Published
November 2010
Author
Quirk's Staff
Abstract
More consumers are pre-planning trips to the store this holiday season to keep purchases and budgets on tracks.

* Craving a connection: Consumers favor retailers that speak to them

Published
October 2011
Author
Quirk's Staff
Abstract
A consumer study reveals the positive impact of a retailer establishing an emotional connection with consumers.

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