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Marketing Research Articles Related to the Electronics Industry

Marketing Research Articles Related to the Electronics Industry

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Adaptation and innovation: successful product development in the Information Age

Published
November 2003
Authors
Douglas Malcom and Susan Spaulding
Abstract
The connectivity of the information economy is rapidly changing relationships between buyer and seller, product and service and employers and employees. This article discusses the importance of adaptation and innovation in the Information Age, including two case studies.

Back-to-school shopping down but not out

Published
August 2009
Author
Quirk's Staff

* Behavior over attitude: A path to more actionable segmentation

Published
August 2012
Authors
Alisa Hamilton and Ryan Kocher
Abstract
Traditional segmentations tell researchers who a person is and what decisions they have made but not the path they took. That pathway and all the decision points along it represent opportunities for marketers to identify and understand the drivers of customer decision-making; create segments of customers with similar decision-making drivers; and develop a tool that helps craft messages best suited for each customer.

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.

* Despite lack of necessity, iPad still seen as fun and cool

Published
July 2010
Author
Quirk's Staff
Abstract
Nearly four months after its April 2010 launch, analysts are able to see the impact the iPad has made on the electronic portable device market - and from what other devices its drawing its buyers.

Evolving customer satisfaction through brand authenticity

Published
October 2009
Authors
Jeff Hall, David Robbins and Kerry Colligan
Abstract
If the goal is to deliver an authentic brand experience, rather than measuring the customer experience based solely on internal organizational metrics and procedures, firms must also understand how customers perceive it. The authors use case studies to examine what happens when brands do and do not align with customer perceptions and expectations.

* In Case You Missed It... February 2011

Published
February 2011
Author
Quirk's Staff
Abstract
News and notes on marketing research: Facebook rules of engagement; technology preferences by gender; app success parameters

In Case You Missed It... May 2013

Published
May 2013
Author
Quirk's Staff
Abstract
News and notes on marketing and research: misinformation on telemarketing; Best Buy introduces price-match program

In Case You Missed It... November 2008

Published
November 2008
Author
Quirk's Staff
Abstract
News and notes on marketing and research: DVRs; grocery stores; in-bar advertising and TV

* Losing its polish? Samsung takes on Apple with more than just price

Published
March 2013
Author
Robert Passikoff
Abstract
Emotional engagement and price are both important in the smartphone brand category. This article looks at how Samsung is outperforming Apple and how Apple may respond.

* Managing mobile research: How it's different and why it matters

Published
March 2013
Authors
Dinaz Kachhi-Jiwani, Jacob Tucker and Lisa Wilding-Brown
Abstract
It is critical to understand how mobile research differs from other data collection modes and its implications for researchers in terms of designing, targeting and fielding surveys. This article seeks to understand the impact of conducting surveys on this platform and offer direction and best practices.

* Marketers learn to play at social media games

Published
August 2012
Author
Ed Jessup
Abstract
Using virtual economies and interactive games via social networks, social media game creator Zynga has opened the door for marketers to get involved in consumers' lives where they live - and play - online.

Measure it, change it

Published
October 2003
Author
John Kiska
Abstract
Future Shop uses an e-clipboard survey to measure customer satisfaction in its efforts to improve customer satisfaction at the store level and as part of a series of system-wide changes to enhance customer service.

Mining social media to boost segmentation

Published
May 2013
Author
Gregory Yankelovich
Abstract
This article describes how researchers can employ an algorithm to unsolicited customer-generated content from social media to gather the opinions of their users to improve products and target messaging.

More than an activity: How passive 'shopping' is changing the path to purchase

Published
May 2013
Author
Manila Austin
Abstract
This article examines the digital qualitative work Communispace conducted with the Advertising Research Foundation to uncover and explore consumers' "unconscious" shopping behavior and discusses how online and offline influences contribute to brand perception.

Right on cue

Published
January 1997
Author
Joseph Rydholm, Quirk's Editor
Abstract
Yamaha used mystery shopping to stimulate interest in and sales of the company's digital pianos.

* The missing link: Why VOE is as vital as VOC

Published
June 2012
Author
Nancy Porte
Abstract
This article stresses the importance of voice-of-the-employee and employee satisfaction research initiatives and suggests ways organizations can use customer-facing employees to improve their offerings.

Trade Talk: A look at our new look; going ethno in San Fran

Published
January 2004
Author
Joseph Rydholm, Quirk's Editor
Abstract
Background on the redesign of Quirk’s and a summary of highlights from the ethnographic research-related programming at the 2004 IIR Market Research Event.

Trade Talk: Cheap PCs: Is the revolution finally here?

Published
March 1998
Author
Joseph Rydholm, Quirk's Editor
Abstract
An overview of the current and future state of the PC industry.

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.

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