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Marketing Research Articles Related to the Household Products and Services Industry

Marketing Research Articles Related to the Household Products and Services Industry

Showing items 1-20 of 37.

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A marketer's guide to increasing prices

Published
October 2010
Author
Gerald Linda
Abstract
Finally on the upswing of a global economic meltdown, marketers are beginning to consider raising prices to recoup losses and keep up with inflation. The author offers several strategies, tactics and communication plans to increase prices without losing business.

Adding ‘prosumers’ to your groups can provide a creative boost

Published
May 2009
Author
Steve Richardson
Abstract
Under the right circumstances, including - rather than excluding - marketing professionals normally screened out of focus groups can lead to breakthroughs. Examples from British Airways and WD-40 are cited to illustrate how this approach has helped develop new products and services.

Advertising: today's sale or brand-building for tomorrow?

Published
May 2000
Author
Margaret H. Blair
Abstract
This article reviews the empirical evidence that demonstrates that there is no such thing as brand building for tomorrow without brand building and sales today. The article examines definitions, branding today and tomorrow, a branding model and case studies.

Americans put trust in time-honored brands ... and Google?

Published
March 2010
Author
Quirk's Staff
Abstract
Harris Interactive's 2010 EquiTrend study indicates that consumers most trust brands that have stood the test of time and provided comfort in earlier years. In a poor economic climate, volatile and new brands struggle to keep up with the likes of Hershey's, Heinz and Hallmark.

Best practices to improve new product concept testing

Published
March 2011
Author
Jerry W. Thomas
Abstract
The author draws on his 30 years of experience to offer guidelines on how concept testing should be implemented to achieve maximum benefit.

By the Numbers: Under the influence

Published
May 2010
Author
Stephen J. Hellebusch
Abstract
The author replicated an experiment from Predictably Irrational to better understand the impact that arbitrary coherence might have on marketing research studies.

Dads are a rising consumer force ignored by most brands

Published
February 2013
Author
Jon McNeill
Abstract
No longer relegated to cars and electronics, a Yahoo! study shows that today’s dads are sharing the family CEO role with moms.

Data Use: Arbitrary incoherence, or, a failure to replicate

Published
December 2010
Author
Stephen J. Hellebusch
Abstract
In a follow-up to his May 2010 article on the same topic, the author reports on his attempts to further investigate the impact - or lack thereof - of arbitrary coherence.

Data Use: The insidious top-box and its effects on measuring line share

Published
August 2008
Author
Bob Gertsley
Abstract
The popular top-box measure has serious flaws because it can mislead marketers with data that may be statistically significant but answers an irrelevant business question. Instead of relying on top-box, the author argues for choice experiments, which more accurately differentiate among similar concepts, more effectively measure cannibalization and make it easier to assess the overall impact of line extensions on a business.

Franchise extension

Published
November 1999
Author
Harry Vardis
Abstract
Companies frequently consider franchise extension. This article is a starting point to discuss the issues regarding line and franchise extensions that concern clients.

Getting to know eco-aware consumers

Published
August 2008
Author
Kent Ragen
Abstract
The author draws from his firm's panel of eco-aware consumers to sketch a broad portrait of this growing segment. Rather than going green across all product categories, they have differing preferences and expectations of greenness depending on the product in question. Cars and household products top the list of items that consumers want to be green, while apparel and electronics are relatively low on the list.

Hamilton Beach talks to consumers before introducing small appliance lines in Mexico and Europe

Published
November 2001
Author
Joseph Rydholm, Quirk's Editor
Abstract
Hamilton Beach used focus groups in Europe and both qualitative and quantitative research in Mexico before expanding into these markets.

How 3-D storytelling collages can jump-start focus group discussions

Published
May 2011
Author
Susan Fader
Abstract
The author explains how 3-D collaging gives respondents a wider range of artifacts with which to express their feelings on a product or service, potentially unearthing a richer lode of insights.

How Procter & Gamble worked to develop online data quality guidelines

Published
July 2011
Author
Don Gloeckler
Abstract
P&G’s Don Gloeckler details his firm’s quest to define and implement a set of online data quality guidelines and explains how other researchers can get involved in the same process.

How research helped develop the USPS’s Sample Showcase program

Published
December 2011
Author
Emily Goon, Quirk's Content Editor
Abstract
In an era when the e-mail in-box is seemingly king, the USPS used qualitative research to help bring some excitement back to postal mail with a new product sampling program.

How the shopper is changing the retail and research landscape

Published
June 2011
Authors
Roxanne Salen and Susan Stickling
Abstract
The authors spoke to practitioners from Clorox, PepsiCo and WhiteWave Foods to investigate the current and future state of the shopper insights function.

In Case You Missed It... December 2007

Published
December 2007
Author
Quirk's Staff
Abstract
News and notes on marketing and research: generating online buzz; focus groups with mattress shoppers; TV viewing statistics

In Case You Missed It... January 2009

Published
January 2009
Author
Quirk's Staff
Abstract
News and notes on marketing and research: mystery shopping churches; tech-savvy families; Reckitt Benckiser

In Case You Missed It... March 2010

Published
March 2010
Author
Quirk's Staff
Abstract
News and notes on marketing and research: what Twitter reveals about mood and food; Domino's pizza revamp; Alice.com online storefronts

In Case You Missed It... March 2011

Published
March 2011
Author
Quirk's Staff
Abstract
News and notes on marketing and research: Celebrity ad endorsements; shopping for necessities onlines; front-of-pack labeling