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Marketing Research Articles Related to Research with Generation X and Y

Marketing Research Articles Related to Research with Generation X and Y

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Online research: playing to the Web's strengths

Published
July 1998
Author
Amy Yoffie
Abstract
A company conducted online focus groups to learn about the relationship between its product and GenXers. In addition, the company conducted face-to-face focus groups.

Trade Talk: Even do-it-yourselfers need help

Published
November 2004
Author
Joseph Rydholm, Quirk's Editor
Abstract
A look at the Customer Focus 2004: Home Improvement study from Vertis.

Is ethnography worth the higher cost?

Published
December 2008
Author
Bill Abrams
Abstract
Using several examples of insights gained from ethnography, the author argues that spending the time and money to do true ethnography pays off in the end with richer insights.

What makes a brand great to today’s youth?

Published
February 2009
Authors
Chris Hubble and Bill Russo
Abstract
Marketers can earn Millennials’ loyalty by creating quality products and services that fill real needs and giving young consumers a reason to get involved with their brands. In addition, firms must comport themselves with honesty, integrity and sincerity and make sure that their image matches up with their day-to-day operations.

The multicultural world of social media marketing

Published
June 2009
Authors
Felipe Korzenny and Lee Vann
Abstract
The authors present findings from a survey of social media usage among ethnic groups and argue that as these outlets become more and more a part of multicultural consumers’ lives, companies that incorporate them into their marketing plans will earn the loyalty of these segments.

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.

In Case You Missed It... February 2010

Published
February 2010
Author
Quirk's Staff
Abstract
News and notes on marketing and research: Verizon launches loyalty program; companies misuse marketing research; the five-second brand to reach Gen Y

Back-to-school shopping sprees - on a budget

Published
August 2008
Author
Quirk's Staff

Busy Americans spend precious leisure time online

Published
December 2008
Author
Quirk's Staff

Presidential hopefuls take it to the Web

Published
June 2008
Author
Quirk's Staff

Hollywood and Washington, D.C., influence Halloween '08

Published
October 2008
Author
Quirk's Staff

High-tech sacrifices surge in Lent '09

Published
March 2009
Author
Quirk's Staff

In Case You Missed It... July 2010

Published
July 2010
Author
Quirk's Staff
Abstract
News and notes on marketing and research: new sarcasm algorithm; focus group for lefties; Millennials and social networking addiction

Is rich and thin better than smart and young?

Published
October 2010
Author
Quirk's Staff
Abstract
Harris Interactive asked American adults if they would most want to be richer, thinner, smarter or younger, and a large plurality (43 percent) professed that they would want to be richer, although there was significant variation by age group and life stage.

Lessons learned from creating an MROC for Millennials

Published
April 2011
Authors
Robert Moran, Jennifer Myers, Allison Quigley and Sparky Zivin
Abstract
The authors detail the nuances of launching and maintaining an online community of Generation Y consumers and offer tips to marketers interested in community-building.

Millennial myths: debunking conceptions of Gen Y

Published
April 2011
Authors
Mattias Behrer and Joeri Van den Bergh
Abstract
This article is an excerpt from How Cool Brands Stay Hot: Branding to Generation Y, a book by Joeri Van den Bergh and Mattias Behrer. This excerpt challenges some of the common misunderstandings regarding Millennials.

Consumers trust what their friends Like

Published
May 2011
Author
Quirk's Staff
Abstract
When it comes to showing support for local businesses and passing the word on, the Facebook "Like" feature is gaining ground over written reviews but face-to-face recommendations carry the most weight.

Social networks influence our lives more than our purchases

Published
August 2011
Authors
Mark Hardy and Keith Phillips
Abstract
Survey Sampling’s Mark Hardy and Keith Phillips report on a study of social media - who’s using it and why, how consumers feel about social media-based marketing and who’s most open to taking surveys via social media.

Risky business: Attachment to mobile devices puts drivers in danger

Published
August 2011
Author
Quirk's Staff
Abstract
Snapshot: Despite understanding the risks of driving and texting while using a cell phone, most adults continue this risky behavior, believing themselves to be better-than-average drivers.

Young, male, wealthy: Study helps define the QR code audience

Published
August 2011
Author
Quirk's Staff
Abstract
Reston, Va., research company comScore Inc. studied the adoption of mobile Quick Response (QR) codes; who the target audience is for code-scanning; and where they can be reached.