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Marketing Research Articles Related to the Entertainment Industry

Marketing Research Articles Related to the Entertainment Industry

Showing items 1-20 of 73.

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Marketing research strikes American Bowling Congress

Published
December 1988
Author
Quirk's Staff
Abstract
Researchers conducted focus groups and mail questionnaires to understand the needs of the American Bowling Congress’ current members in order to gain insight and direction for both retaining members and attracting new ones.

A government study investigates the issue of home taping and copyright violation

Published
May 1990
Author
Quirk's Staff
Abstract
With extensive input from an advisory panel of stakeholders, a survey was developed to study consumer uses of home taping technology. The researchers delivered the survey in phone interviews. The questions addressed issues such as the importance of listening to music, type of material taped, reasons for taping, the extent of non-copyrighted material copied and feelings toward the ethics of home taping.

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.

Projective techniques help nightclub concoct nostalgia-filled cocktails for Gen X patrons

Published
December 1999
Author
Dean Bates
Abstract
Wilhelmina’s, a Philadelphia nightclub, used projective techniques that involve sight, sound, smell and touch to make design decisions that would appeal to younger patrons.

Multi-country research aids Cartoon Network's quest for world 'toonification'

Published
April 2000
Author
Joseph Rydholm, Quirk's Editor
Abstract
The Cartoon Network used brainstorming with in-house client groups, followed by 250 focus groups in more than 10 countries and face-to-face interviews in Latin America in its quest to be experts on kids and maintain the “think globally, act locally” approach.

Minor league, major loyalty - Michigan baseball team surveys its fans

Published
October 2000
Author
Tom Logue
Abstract
Minor league baseball team West Michigan Whitecaps used a questionnaire to help determine how to effectively maintain fan loyalty on a limited budget.

U.K. mystery shopping program makes sure songwriters get their royalty payments

Published
January 2001
Author
Vivian Isert Helm
Abstract
The U.K.-based Performing Right Society used a year-long data collection effort that recorded 160,000 plays of nearly 20,000 songs to ensure songwriters get their royalty payments.

Online surveys help Paramount Parks keep respondents and visitors happy

Published
July 2004
Author
Joseph Rydholm, Quirk's Editor
Abstract
The director of research for theme-park company Paramount Parks details his use of online and other surveys to measure guest satisfaction.

Trade Talk: Quite the double-header

Published
July 2005
Author
Joseph Rydholm, Quirk's Editor
Abstract
A report on how the Minnesota Twins use marketing research.

In Case You Missed It... November 2007

Published
November 2007
Author
Quirk's Staff
Abstract
News and notes on marketing and research: anti-bacterial products; impact of gas prices; The Lives of Others director

Dallas agency tests concepts for Dave & Buster’s TV spots online and in traditional focus groups

Published
April 2008
Author
Owen Hannay
Abstract
The ad agency for restaurant/entertainment firm Dave & Buster's tested ad concepts online and in focus groups and found that the online testing uncovered some possible synergies between the type of sites upon which the ads were placed and consumers' responses to the ads.

In Case You Missed It...May 2008

Published
May 2008
Author
Quirk's Staff
Abstract
News and notes on marketing and research: favorite movies; ranking of research suppliers; celebrity wines and spirits

Trade Talk: Survey investigates office worker retail spending

Published
February 1989
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
This article discusses a recent survey by International Council of Shopping Centers that investigated office worker retail spending in downtown and suburban areas.

Movie theater chain refines its research methods

Published
January 1989
Author
Quirk's Staff
Abstract
AMC uses bend-back cards in 35 theaters annually to better understand the demographics and interests of its theater-goers.

Research steers nightclub's respositioning

Published
June 1989
Author
Quirk's Staff
Abstract
Horsefeathers nightclub conducted computer-assisted surveys and focus groups with customers and employees, performed a market analysis, and reviewed club operations in its efforts to reposition itself in the marketplace and subsequently increase its popularity with and sales to evening customers.

Trade Talk: The Web drives sales, but not all by itself

Published
July 2008
Author
Joseph Rydholm, Quirk's Editor
Abstract
A Pew study shows that while consumers do rely on the Web for information searches when shopping for products and services, in many cases they also consult in-store salespeople as part of the process.

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

For hotels cutting back on services to trim costs, how far is too far?

Published
May 2009
Author
Lincoln Merrihew
Abstract
Results from a survey of prospective travelers show that some hotel amenities are more valued than others. As travel-industry firms look to cut costs, research can provide needed direction on where services can be reduced, re-priced or eliminated, as across-the-board changes run the risk of alienating large customer segments, possibly permanently.

In Case You Missed It... May 2009

Published
May 2009
Author
Quirk's Staff
Abstract
News and notes on marketing and research: Burger King upgrades broiler and menu; online couponing increases; tween girl myths debunked

Marketers need a special approach when targeting Latino youth

Published
June 2009
Author
Angelina Villarreal
Abstract
Reaching Latino youth with marketing messages requires a degree of nuance, for while they respond well to some traditional cultural elements, others don’t have an impact. The author argues for an approach that recognizes and reflects the blended nature of their bicultural, bilingual lifestyles.