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Marketing Research Articles Related to the Gay and Lesbian Market

Marketing Research Articles Related to the Gay and Lesbian Market

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Ad agency uses Web-based qualitative with teens to help develop public-service campaign

Published
May 2009
Authors
Dana Slaughter and Kristin Schwitzer
Abstract
The authors used online qualitative research to test several facets of a proposed public-service campaign aimed at getting teens to stop using the phrase “That’s so gay.” Respondents created and posted photo-journals, evaluated potential celebrity spokespeople, reacted to ad concepts and offered insights on how to motivate teens without coming across as preachy.

Do gays count? Can they be counted?

Published
February 2004
Authors
Wes Combs and Bob Witeck
Abstract
While the buying power of gay consumers has been well-documented, the authors argue that the actual size of the market and its various sub-markets has been subject to inaccuracies. The article explores the reasons behind some of these numbers and attempts to clarify more accurate estimates.

Do sexuality and gender impact automotive buyer behavior?

Published
July 2011
Author
Scott Pimley
Abstract
This article discusses the findings of Maritz Research's New Vehicle Customer Study, which focuses on many aspects of automotive buyer behavior, including how gender and sexuality factor into the decision-making process.

Gay market trends and the 2004 election

Published
February 2005
Authors
Bob Witeck and Wes Combs
Abstract
A look at how aspects of the gay market affected issues in the 2004 election and their implications for marketers.

In Case You Missed It... June 2008

Published
June 2008
Author
Quirk's Staff
Abstract
News and notes on marketing and research: gay and lesbian bloggers; women and gaming sites; dead celebrities and their Q Scores

Interviewing the GLBT market

Published
February 2004
Author
Deborah Gonderil
Abstract
Research with gay consumers offers a host of hurdles. The author presents guidelines for the various approaches - qualitative and quantitative - and presents findings from some of her firm’s research with GLBT consumers.

Social networking and blogging increasingly popular in GLBT communities

Published
August 2010
Author
Quirk's Staff
Abstract
A study from Harris Interactive validates that gay and lesbian adults online are among the nation's most loyal and heaviest blog readers and social network users.

The reality and myths of gay buying power

Published
February 2006
Authors
Wes Combs and Bob Witeck
Abstract
While the gay market has long been seen as one with massive buying power, this article argues that gauging the market’s size is difficult and that buying power is sometimes difficult to quantify.