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Marketing Research Articles Related to the Electronics Industry

Marketing Research Articles Related to the Electronics Industry

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Mystery shopping makes sure salespeople sing praises of Yamaha digital pianos

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.

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.

Electronics retailer Future Shop embraces comprehensive service measurement program

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.

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.

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.

Trade Talk: Reading the tea leaves in Boston

Published
July 2004
Author
Joseph Rydholm, Quirk's Editor
Abstract
A report on some of the highlights of the Marketing Research Association’s 2004 conference.

Tips on marketing to tweens

Published
February 2008
Author
Ted Mininni
Abstract
Caught in between being true kids and more grown-up teens, tweens are a difficult and fickle group for marketers to reach. However, with the right strategies, including allowing tweens to get involved with personalizing products, marketers can create loyal, enthusiastic brand ambassadors and capitalize on the power of tween-generated word of mouth.

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

Using morphological content analysis to mine insights from qualitative interviews

Published
March 2009
Author
Charles H. Ptacek
Abstract
The author details the business-to-business application of morphological content analysis, which provides a systematic approach to analyzing interview transcripts. An example in the consumer electronics industry is provided to illustrate the main concepts.

Trade Talk: How the strong retailers are surviving

Published
April 2009
Author
Joseph Rydholm, Quirk's Editor
Abstract
A report by Kurt Salmon Associates details how companies such as Apple and Trader Joe's have created product and service offerings that resonate with consumers. These retailers share certain operational competencies, which the report explores.

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.

Women love smartphone features - hate shopping for them

Published
July 2009
Author
Quirk's Staff

Back-to-school shopping down but not out

Published
August 2009
Author
Quirk's Staff

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.

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

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.

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.

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.

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.