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Marketing Research Articles Related to Entrepreneurs and Small Business

Marketing Research Articles Related to Entrepreneurs and Small Business

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An online survey instrument gives American Express valuable insights for developing its advertising and marketing programs

Published
April 2005
Author
Joseph Rydholm, Quirk's Editor
Abstract
A 30-minute online survey helped American Express determine the language its customers use related to specific topics of interest and also gauged the role of emotions in decision-making processes.

Branding gets personal: Why business leaders should consider their brand identity

Published
August 2012
Author
Suzanne Bates
Abstract
A researcher's branding experience can extend beyond companies and their products to their own leadership. Leaders who discover and build their own personal brands through storytelling and outreach stand to benefit the organization overall.

Focus groups shape successful ad campaign for Oasis Laundries

Published
July 1989
Author
Joseph Rydholm, Quirk's Editor
Abstract
After using customer feedback to better its product, Oasis Laundries used focus groups with multiple target customer types to develop its ad campaign. Customer surveys are used on an ongoing basis to determine location-specific preferences.

Trade Talk: Survey sizes up Iowa small businesses

Published
January 1989
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
Small businesses face many obstacles, particularly in the first year of operation. This article summarizes the findings of a recent survey of Iowa small businesses commissioned by the Small Business Development Center.