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Marketing Research Articles Related to the Leisure Industry

Marketing Research Articles Related to the Leisure Industry

Showing items 1-20 of 47.

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Agency uses a little R&R (research & relaxation) to develop ads for RV group

Published
March 1997
Author
Joseph Rydholm, Quirk's Editor
Abstract
The Go RVing Coalition used qualitative research to investigate Baby Boomers who own RVs compared with those who do not in the process of developing television and print advertising.

Americans fickle about football teams but the top spot proves tough to crack

Published
November 2010
Author
Quirk's Staff
Abstract
This article includes findings from Harris Interactive's annual American football league rankings from pre-season 2010.

Bad economy can't cheapen love

Published
February 2009
Author
Quirk's Staff

Busy Americans spend precious leisure time online

Published
December 2008
Author
Quirk's Staff

But how do you really feel? An approach to measuring consumer emotions

Published
October 2011
Authors
Ed Chao and Julie Wittes Schlack
Abstract
The authors explain a new methodology for eliciting and applying emotional responses to stimuli to optimize new products and messaging.

Disney augments ad research with app-based qualitative method

Published
July 2012
Author
Emily Goon, Quirk's Content Editor
Abstract
An iPad app has helped Disney Parks and Resorts keep innovating by testing concepts for theme park ad campaigns in focus groups.

Expedia incorporates customer satisfaction feedback and employee input to enhance service and support

Published
October 2004
Author
Brett Tucker
Abstract
Travel site Expedia measures customer and employee satisfaction to drive improvements in its service and support functions.

Florida golf school uses neural networks to analyze advertising brochure

Published
March 1995
Author
Quirk's Staff
Abstract
The Ben Sutton Golf School used neural networks to critique new advertising copy. The analysis generated quantitative information in three phases used to evaluate existing and new advertising. The artificial neural network analysis can be a valuable safety-check of copy and design efforts.

Focus groups tell California-based mountain bike maker its ad campaign is a winner

Published
March 1990
Author
Joseph Rydholm, Quirk's Editor
Abstract
To develop a new advertising strategy to apply to market its mountain bikes. Specialized Bicycle Components Inc. conducted one-on-one interviews with employees about what they thought about mountain bike advertising in the industry magazines It then used focus groups with current and prospective riders to determine their psychological makeup and test its new marketing brochure.

For Super Bowl ad faves, location isn't everything

Published
February 2011
Author
Quirk's Staff
Abstract
Results from The Nielsen Company shed light on what helps a Super Bowl commercial leave a lasting - and favorable - impression.

Hilton uses research in creation of vacation promotion

Published
June 1989
Author
Quirk's Staff
Abstract
Hilton Hotels Corp. conducted a telephone survey of 1000 adults regarding their weekend leisure and work habits in the development of its BounceBack Weekend vacation program.

How Ping used video and onsite research to understand the driver-purchasing process

Published
December 2012
Authors
Donald Hein and Jon Last
Abstract
Strong collaboration among Ping and its research vendor fueled the creation of presentations that garnered substantial internal attention.

In Case You Missed It... August 2011

Published
August 2011
Author
Quirk's Staff
Abstract
News and notes on marketing and research: Americans working more; women hide purchases; digital screen personalities

In satisfaction terms, this ship was the Titanic

Published
November 1998
Author
Tom Quirk, QMRR Publisher
Abstract
Most organizations claim to be interested in customer satisfaction and customer loyalty, using evaluations to impress customers with their commitment. By way of personal experience on a cruise, this article addresses Norwegian Cruise Line's poor service, its clear mismeasurement of customer satisfaction and how the company might go about having some satisfaction to measure.

Many Americans going nowhere this summer

Published
June 2008
Author
Quirk's Staff

Marketing research strikes American Bowling Congress

Published
December 1988
Author
Quirk's Staff
Abstract
Researchers conducted focus groups and mail questionnaires to understand the needs of the American Bowling Congress’ current members in order to gain insight and direction for both retaining members and attracting new ones.

Maxfli puts a new spin on its golf ball line

Published
May 1997
Author
Joseph Rydholm, Quirk's Editor
Abstract
Maxfli used a variety of qualitative and quantitative approaches to guide logo, packaging and advertising redesign in an effort to create a niche in the multimillion-dollar golf industry.

Minor league, major loyalty - Michigan baseball team surveys its fans

Published
October 2000
Author
Tom Logue
Abstract
Minor league baseball team West Michigan Whitecaps used a questionnaire to help determine how to effectively maintain fan loyalty on a limited budget.

Movie theater chain refines its research methods

Published
January 1989
Author
Quirk's Staff
Abstract
AMC uses bend-back cards in 35 theaters annually to better understand the demographics and interests of its theater-goers.

Mystery shopping makes sure salespeople sing praises of Yamaha digital pianos

Published
January 1997
Author
Joseph Rydholm, Quirk's Editor
Abstract
Yamaha used mystery shopping to stimulate interest in and sales of the company's digital pianos.