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Marketing Research Articles Related to Demographic Analysis

Marketing Research Articles Related to Demographic Analysis

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Data Use: Q-Factors or K-Means? A market segmentation dilemma

Published
December 1987
Author
Stanely Cohen
Abstract
In a constantly changing marketplace, marketers must focus on subgroups, tailoring their product and message to achieve their goals. Demographics often aren't enough, consumer attitudes and perceptions must be understood to gain a competitive edge.

Singles' lifestyles explored in JCPenney study

Published
January 1987
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
A recent survey by JCPenney explored the lifestyles and tendencies of the singles population. The consumer study, conducted by the Public Issues and Consumer Programs department of the JCPenney Co., helped the retail giant to better understand the approximately 77 million singles living in the United States.

Marketers track, understand teens with syndicated studies

Published
August 1987
Author
Quirk's Staff
Abstract
Marketing to teenagers can be difficult, but Teenage Research Unlimited uses self-administered questionnaires with follow-up mailings to monitor the teen market. It may be a volatile market, but companies like MTV and Seventeen Magazine have found that up-to-date information on teens can be very helpful.

Business trends, potential visible with computer mapping

Published
March 1987
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
Advancements in computer technology have enabled businesses, government and educational institutions to access valuable information from demographic maps. The process, once prohibitively expensive and time consuming, is becoming cheaper and easier with computers.

Databases help companies with target marketing efforts

Published
March 1987
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
Market research suppliers, like National Decision Systems of California, are helping businesses keep up on customer demographics quickly and easily. Aetna Life and Dunkin' Donuts are among the NDS success stories.

A method for finding 'virgin' respondents

Published
December 1988
Author
Virginia Smith
Abstract
The researchers used a sample of their mailed survey respondents to a “Get Paid for Your Opinions” direct mail effort to explore the makeup of study recruits. Participants responded to a questionnaire through phone or mailed responses. This study is one of the first to combine information about lifetime experience in focus groups with reasons for wanting to participate in them, as well as demographic data.

Market segmentation helps bank classify customers

Published
March 1988
Author
Quirk's Staff
Abstract
Crestar Bank's market research department has been figuring out where its customers live and what products they own and use for the past few years. Using identifying demographic clusters and implementing a market segmentation system has helped the bank understand its customers and make better decisions.

Getting the most from demographics: things to consider for powerful market analysis

Published
December 1990
Author
Charles J. Schwartz
Abstract
This article describes various ways of analyzing demographic data. It explores the degrees of difficulty, underlying assumptions and potential risks of using these methods.

Demographic mapping helps bank meet Community Reinvestment Act requirements

Published
October 1990
Author
Quirk's Staff
Abstract
Midland bank represented its market penetration through a series of maps with different transparent overlays representing pertinent variables. These maps integrated market penetration data with U.S. census geography and income files and cartographics. In addition to documenting Community Reinvestment Act compliance, the maps provided a tool for both marketing and product development.

Data Use: Hitting the target: Effective techniques for market share and response rate modeling using demographics

Published
June 1991
Author
Charles J. Schwartz
Abstract
Regression analysis is a robust technique often used in target marketing studies. This article addresses issues related to dependent variables in regression-based target market models.

How qualitative researchers see the consumer of the 90s

Published
December 1992
Author
Judith Langer
Abstract
Over 40 qualitative researchers shared their insights about the current state of the consumer. The Qualitative Research Consultants Association (QRCA) conducted its first Trends Identification Project with the goal of asking its members if the 1990s consumer is different from the 1980s consumer. Members responded to a questionnaire with open-ended questions and two closed-end questions. Five members of the QRCA board also participated in a telephone focus group for the study.

Psycho-socio-cultural Hispanic research

Published
February 1992
Authors
Felipe Korzenny and Betty Ann Korzenny
Abstract
Psycho-socio-cultural research is considers psychological, sociological and cultural theory when addressing market problems across cultures. It merges what is known about people, societies and cultures with empirically-gathered data about specific attitudes, behaviors and beliefs. This article addresses the importance of considering psycho-sociocultural variables in the design and interpretation of quantitative and qualitative research involving Hispanic groups.

An omnibus survey aids researchers in screening for major study of U.S. Jewish population

Published
June 1992
Author
Joseph Rydholm, Quirk's Editor
Abstract
To find Jewish respondents to participate in its National Jewish Population Study study, the Council of Jewish Federations and the City University of New York used used EXCEL, a telephone omnibus study conducted by AUS Consultants-ICR Survey Research Group. After suitable respondents for the Jewish population study were identified through the omnibus study, they were re-contacted to determine their interest in participating in 30 minute telephone interviews.

Customer research drives sales, promotions at Minneapolis mall

Published
November 1995
Author
Scott R. Bryden
Abstract
Ridgedale shopping center in suburban Minneapolis uses quantitative research to increase sales traffic. This article describes how Ridgedale created and uses its extensive database, an effective and powerful tool.

Acculturation, value orientation and media usage in the U.S. Hispanic market

Published
April 1997
Author
M. Isabel Valdes
Abstract
The tremendous growth in the U.S. Hispanic market in the past 20 years is expected to continue. To target this lucrative market - the wealthiest in the Latin American world - companies will need research. This article presents a language-based segmentation developed by Hispanic Market Connections Inc.

The new cultural mix

Published
April 1999
Author
Susan Saurage-Altenloh
Abstract
Segmenting is more than slicing a market into age-defined consumer groups. This article discusses segmentation in today’s culture, detailing four age groups and three buying power markets shaping today’s product demand.

How preconceived notions about markets can devalue your research

Published
May 1999
Author
Carl Iseman
Abstract
Researchers value markets differently, sometimes because of preconceived notions. This article discusses how preconceived notions about markets can compromise data.

System shows promise as tool for segmenting Indian market

Published
November 2001
Author
R. Ashok
Abstract
India is a diverse and complex country. This article discusses the socioeconomic classification system used in India today, which was developed nearly a decade ago, including the basic reasons for developing the system.

What you need to know to market to U.S. Latinas

Published
April 2002
Author
Theresa Gubler
Abstract
Marketers cannot ignore the fact that 34 million Latinos call the United States home. This article discusses what was learned through the research study “Dreams & Obstacles, Understanding Latinas.”

Why marketers fail to understand the mature market

Published
December 2002
Authors
Carol M. Morgan and Doran J. Levy
Abstract
For at least a decade, marketers have been told about the mature market’s affluence and size, yet this market is virtually ignored. This article discusses marketers’ failure to understand the mature market.

 

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