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Marketing Research Articles Related to the Manufacturing Industry

Marketing Research Articles Related to the Manufacturing Industry

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Tennant fine-tunes its business-to-business research

Published
February 1987
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
For many industrial manufacturers, marketing is based on "pushing" customers into buying a product and then moving on to the next likely customer. Tennant, a manufacturer of floor maintenance equipment, refined its marketing techniques to "pull" customers in by meeting needs and expectations. The shift has improved customer satisfaction.

10 steps to improve business/industrial research

Published
February 1988
Author
Margaret Morich
Abstract
The most successful product manufacturers are often the best market researchers too. Margaret F. Morich, co-founder of Consumer & Professional Research Inc., outlines 10 suggestions on how to improve B2B research projects.

Survey defines lawn mower purchasing habits

Published
December 1988
Author
Quirk's Staff
Abstract
This study used a mailed survey to mower purchasers to identify their characteristics and determine factors influencing their purchasing decisions. The researchers grouped the respondents into categories based upon the primary motivators of their decision-making process: brand name, features, price and outlet.

Focus groups aid positioning of new boiler control technology

Published
April 1990
Author
Joseph Rydholm, Quirk's Editor
Abstract
To determine how to market a new boiler system technology and identify the target audience, Cleaver-Brooks conducted focus groups with prospective buyers from a variety of industries and applications, such as hospitals, manufacturing plants, schools and universities. Via an earpiece, the moderator received coaching from company observers throughout the focus group process to ask follow-up probing question or to rephrase questions. Field tests with sample customers were also completed.

In-depth interviews with dealers yield many benefits for farm equipment manufacturer

Published
April 1990
Author
Quirk's Staff
Abstract
Farm equipment manufacturer the Gehl Company conducted in-depth interviews with dealers from around the country that were selected to be part of its dealer council. Council members distributed forms to dealers in their area to identify concerns to bring to the dealer council meeting. The company used this council input to determine priorities for the coming year.

Defining the system of needs in an industrial market

Published
April 1991
Author
Cliff Havener
Abstract
Researchers conducted needs research by interviewing individuals with influence upon purchasing decisions for an air compressor product in their companies. The article discusses the interviewing strategies that led from a discussion of the broader context to specific questions about the product and problems with it.

Research leads old-line company to change name, launch new product

Published
April 1994
Author
Edwin P. Slaughter
Abstract
Allentown Pneumatic Gun interviewed 300 contractors to help guide its name change and new product launch.

Designing a customer satisfaction survey for industrial products

Published
April 1995
Author
Chris Van Derveer
Abstract
Marketing research of industrial products has grown rapidly in the past few years. Customer satisfaction is the hot topic in this area of research. This article discusses how to design a customer satisfaction survey for industrial products.

Demystifying international industrial research

Published
April 1996
Author
Chris Van Derveer
Abstract
International research is unfamiliar to many industrial products firms. This article discusses international industrial research, including similarities and differences with American research and special considerations, such as telephone and in-person methods, designing and translating questionnaires and selecting a telephone survey firm.

One-on-ones help manufacturing firm understand customer concerns

Published
April 1998
Author
David C. Lang
Abstract
Waltco Truck Equipment used surveys and in-depth telephone interviews to guide product tweaking, position, pricing and promotions.

Segmenting complex business-to-business markets

Published
April 1998
Author
Terry Grapentine
Abstract
Business-to-business markets can be quite complex. This article discusses segmenting in business-to-business using an example from the chemical manufacturing industry that can be applied to other industries.

Using virtual reality-based conjoint to capture the voice of the customer

Published
May 1998
Authors
Lisa Wood, Dean Hering, Mohan Bala and Todd Romig
Abstract
When demand for a new product is highly uncertain and prototypes are expensive to develop, a research approach where potential customers evaluate hypothetical products can be extremely useful. This article describes use of TradeOff VRTM, which combines conjoint analysis and virtual reality to obtain customer feedback regarding the product design and planning process for a new Volvo truck.

Mystery shopping for manufacturers: What's happening at retail?

Published
January 1999
Author
Laura Livers
Abstract
Mystery shopping is a key method used by many manufacturers to obtain objective information regarding what is actually happening at the retail level. This article discusses mystery shopping as a useful tool for manufacturers to fine-tune their training programs and incentivize salespeople.

Manufacturing firm turns to research and marketing to differentiate itself from competitors

Published
April 1999
Authors
John Kavalkovich and Linda Kessel Roovers
Abstract
Appleton Manufacturing Division used Roundhouse Marketing, a four-step multidimensional approach, to differentiate itself and survive in its industry.

The seven golden rules of styling/design research

Published
February 2001
Author
John S. Gongos

Database facilitates supply chain approach to research project

Published
February 2001
Authors
Andrew Adelson and Kevin O'Neil
Abstract
Supply chains is a hot topic in e-business. This article discusses a study sponsored by more than 20 companies that combined 100 interviews of supply chain ambassadors and a Web survey of these and a few hundred more.

Use of the Kano method keeps Honeywell attuned to the voice of the customer

Published
April 2001
Authors
Karen P. Goncalves and Michelle P. Goncalves
Abstract
Honeywell Corp. uses a multi-step process that includes the Kano method survey to determine which products to develop or change and how development resources should be allocated, meeting its most important goal of providing relevant customer input in decisions making.

Satisfaction programs are key for manufacturers caught between declining prices and increasing raw material costs

Published
October 2001
Author
Bill Barnes
Abstract
Manufacturers are caught in the squeeze between flat or declining selling prices and increases in costs for raw materials. This article discusses strategies companies can use to minimize the squeeze impact and the importance of integrating customer voice into the decision making.

Tips on testing packaging among seniors

Published
December 2002
Author
Gail Fudemberg
Abstract
Baby Boomers are an increasingly important segment of the population. This is a group that needs special consideration from manufacturers and advertisers in addressing their needs. This article discusses conducting packaging research with seniors, including how not to use research.

IT firm seeks company-wide acceptance of findings from international qualitative project

Published
December 2005
Authors
Shaan Rotolo and Kerry Cole
Abstract
A large IT firm conducted qualitative research with small and medium businesses around the world to understand how the needs of those businesses differed from those of the larger companies with which the firm was more closely identified.