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Marketing Research Articles Related to Research Related to Government

Marketing Research Articles Related to Research Related to Government

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Research unravels bus riders' intimidation

Published
December 1987
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
Minneapolis-St. Paul’s Metropolitan Transit Commission needed to overcome many obstacles to increase and retain ridership on busses, especially for non-English speakers. Interviews, focus groups and questionnaires in different languages were employed to develop a marketing strategy that would make the bus system more hospitable and less threatening.

NBC/Journal poll is tested, precise process

Published
January 1987
Author
Quirk's Staff
Abstract
NBC and the Wall Street Journal have joined forces to implement "Election Day Voter Polling," a survey of over 35,000 voters nationwide that helps both news organizations to better inform and involve their customers.

San Diego downtown relies on research

Published
May 1988
Author
Quirk's Staff
Abstract
Researchers used focus groups and telephone surveys of San Diego residents to determine their perceived obstacles to and benefits of using and enjoying downtown San Diego.

The Missouri Lottery tests new games with focus groups

Published
November 1992
Author
Quirk's Staff
Abstract
The Missouri Lottery and research firm Market Directions tested new potential lottery games and monitored public attitudes toward the lottery in general by conducting numerous quantitative and qualitative studies. This article describes one focus group research effort aimed at choosing games for a particular year. Participants from several locations in the state were asked to "shop" among 15 mock-ups for $30 worth of tickets.

Through a mail survey, California PERS asks enrollees to evaluate satisfaction with 25 health plans

Published
January 1993
Author
Quirk's Staff
Abstract
To evaluate satisfaction with 25 health plans, California Public Employees Retirement System (PERS) mailed a survey to enrollees, testing the questionnaire beforehand through public meetings, a focus group, telephone interviews, intercepts and suggestions and review by the PERS Health benefits Advisory Council and the State of California Department of Personnel Administration. PERS also conducted a series of focus groups to follow up on the survey results.

Keep America Beautiful uses one-on-ones to test replacement for long-running TV spot

Published
March 1993
Author
Joseph Rydholm, Quirk's Editor
Abstract
Keep America Beautiful used one-on-one interviews with consumers from a wide variety of backgrounds to test a new advertisement concept featuring baby surrounded by mounds of garbage.

Data Use: Data analysis improves service of Arizona Dept. of Weights & Measures

Published
May 1993
Author
Lois W. Sayrs
Abstract
The Arizona Auditor General's Office’s Performance Audit Division (PAD) conducted an audit of the Arizona Auditor General's Office Arizona Department of Weights and Measures (ADWM). To collect data, the PAD used interviews, a staff survey and past records of ADWM inspections.

Research propels New York City Transit’s drive to become customer oriented

Published
June 1995
Author
Joseph Rydholm, Quirk's Editor
Abstract
New York City Transit uses qualitative and quantitative research and a client-oriented approach to improve the experiences of subway and bus passengers as well as the relationships with internal partners.

Lakewood, Ohio uses research to assess the state of the city

Published
April 1996
Author
Quirk's Staff
Abstract
Lakewood, Ohio, surveyed residents to determine their satisfaction with city services, establish priorities, allocate resources and create benchmark information against which to monitor progress.

Consumers tell Maryland Lottery what it really means to hit the jackpot

Published
March 1998
Author
Quirk's Staff
Abstract
The Maryland State Lottery used quantitative, qualitative and anecdotal data to develop a branding and positioning ad campaign for a multi-state, mega-jackpot lottery game available to Maryland residents.

Research measures market for new emergency response device

Published
February 2000
Author
Sandy McMillion
Abstract
An inventor and former member of law enforcement sought the help of the Office of Law Enforcement Technology Commercialization (OLETC) for marketing assistance. His LifeLite product, a light to help identify the exact location of an emergency, had been well-received by law enforcement and emergency personnel but had never been evaluated by the general public. OLETC teamed with McMillion Research to conduct a national consumer study, consisting of mall interviews in San Francisco, suburban Detroit, and Charleston and Huntington, W.Va. The main objectives were to survey public interest in the concept, determine and confirm the target markets, and gauge consumer marketing opinions.

Focus groups shape ads designed to expand market for Federal Duck Stamp Program

Published
March 2000
Author
Joseph Rydholm, Quirk's Editor
Abstract
The U.S. Fish and Wildlife Service enlists the help of a research and advertising firm to determine how to reach a new audience and broaden the market for duck stamps, currently required for duck hunters and of interest to stamp collectors. The focus groups tested a range of creative appeals, including: buying the stamps as a way to save the environment; buying and collecting them as an investment; and giving stamps as gifts to others. The focus groups helped determine that the stamps’ beauty and collection value weren’t enough to entice buyers, and instead, stamps were offered to consumers as a way to save wetlands.

CSM program helps Unisys meet federal government vendor guidelines

Published
October 2000
Authors
James King and Victor Crain
Abstract
Unisys U.S. Federal Government Group uses a combination of telephone and Web interviewing to monitor customer satisfaction.

Looking at the election debacle from a research perspective

Published
March 2001
Author
Richard "Dick" McCullough
Abstract
The 2000 presidential election debacle generated important questions. This article addresses these questions from a research perspective.

Perception Analyzers aid development of ad campaign for prenatal care programs

Published
June 2003
Authors
Steve Appel and Barbara Bird
Abstract
AIDS Institute used focus groups and Perception Analyzers in its development of a multimedia campaign to convince more women to get prenatal care.

CDC turns to qualitative research to address fears of bioterrorism

Published
June 2003
Authors
Mark Herring and Richard Tardif
Abstract
This report is based on work performed for the CDC through an interagency agreement with the U.S. Department of Energy. The National Immunization Program (NIP), part of the CDC, used one-on-one interviews with physicians and focus groups with members of the general public with three goals in mind: identify those areas where key stakeholders were uninformed or misinformed about smallpox, craft messages that would effectively educate stakeholders in advance of an outbreak and create other messages for use during or after an actual smallpox crisis, and test the effectiveness of all messages with their respective target audiences in advance of an actual health crisis.

Data Use: Using conjoint analysis to shape a political message

Published
May 2004
Author
Michael Lieberman
Abstract
Two instances where conjoint can be used in the political realm are discussed: assessing levels of preference for important issues, and shaping the candidate’s message.

Data Use: Getting your money's worth with virtual targeting

Published
January 2005
Author
Michael Lieberman
Abstract
Virtual targeting uses a blend of statistical techniques that identify the distinguishing characteristics of the target group and then build a linear equation that can be applied to records of the group to achieve a sortable, analyzable score. The article focuses on the example of a political candidate hunting for possible voters.

Satisfaction study is vehicle for Minnesota Departmentof Transportation to test question order

Published
October 2006
Authors
Lori Laflin and Michele Hanson
Abstract
The Minnesota Department of Transportation found that changing the question order in a long-time study had some interesting and ultimately beneficial effects.

Trade Talk: Consumers unsure how to solve packaging waste problems

Published
October 1989
Author
Joseph Rydholm, Quirk's Editor
Abstract
Pollution has become a hot topic. This article discusses packaging waste problems and factors in resolving the problems, including consumer involvement.