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Marketing Research Articles Related to Market Segmentation Studies

Marketing Research Articles Related to Market Segmentation Studies

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Singles' lifestyles explored in JCPenney study

Published
January 1987
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
A recent survey by JCPenney explored the lifestyles and tendencies of the singles population. The consumer study, conducted by the Public Issues and Consumer Programs department of the JCPenney Co., helped the retail giant to better understand the approximately 77 million singles living in the United States.

Data Use: Q-Factors or K-Means? A market segmentation dilemma

Published
December 1987
Author
Stanely Cohen
Abstract
In a constantly changing marketplace, marketers must focus on subgroups, tailoring their product and message to achieve their goals. Demographics often aren't enough, consumer attitudes and perceptions must be understood to gain a competitive edge.

Market segmentation helps bank classify customers

Published
March 1988
Author
Quirk's Staff
Abstract
Crestar Bank's market research department has been figuring out where its customers live and what products they own and use for the past few years. Using identifying demographic clusters and implementing a market segmentation system has helped the bank understand its customers and make better decisions.

Research defines market for CheckFree

Published
February 1989
Author
Quirk's Staff
Abstract
CheckFree Systems used tracking studies to determine market demand and develop marketing strategies in its efforts to expand beyond its initial success in the health club market.

Data Use: Marketplace segmentation by demographic characteristics

Published
February 1989
Author
C. Ying Li
Abstract
Researchers today have an abundance of information and sophisticated tools with which to work. Still, the best trained statisticians are not always clear how best to use these materials and methods. This article addresses geo-demographic clusters, which are marketed by their developers as the definitive answer to market-segmentation problems.

Trade Talk: Book provides valuable insight into U.S. lifestyles

Published
March 1989
Author
Joseph Rydholm, Quirk's Editor
Abstract
This article reviews The Clustering of America, a book by Michael Weiss that examines the United States through the lens of PRIZM, the target marketing system develop by Claritas Corp. that uses U.S. Census Bureau data and other information to create 40 distinct lifestyle depictions of 250,000 U.S. neighborhoods.

Segmentation study determines Greyhound ridership

Published
April 1989
Author
Joseph Rydholm, Quirk's Editor
Abstract
Greyhound Lines Inc. used a psychographic segmentation study of its ridership, conducting 500 in-terminal interviews in 10 major markets and 400 interviews in seven small markets, to obtain a clearer picture of its customers.

Minnesota Mutual charts efficient marketing with MAPS

Published
April 1989
Author
Nance Olson
Abstract
Minnesota Mutual combined PRIZM, VALS and NFO data with existing purchasing information to develop Mortgage Audience Profiling System (MAPS), a marketing segmentation system to reach its most critical database: potential customers. With various database and segmentation information available via computer, Minnesota Mutual’s sales attempts can be that much more effective.

Trade Talk: Uncovering the soul of the Soviet consumer

Published
June 1989
Author
Joseph Rydholm, Quirk's Editor
Abstract
Conducting consumer research in the Soviet Union is quite unlike doing so in America. This article discusses a recent study of Soviet consumers led by Dr. Ernest Dichter, a pioneer in the field of motivational research.

Trade Talk: Brand names offer emotional and psychological benefits

Published
July 1989
Author
Joseph Rydholm, Quirk's Editor
Abstract
This article discusses the insights regarding brand names discovered by DDB Needham Worldwide as a result of its annual Life Style study.

Data Use: Multidimensional scaling for market research

Published
July 1989
Author
Tony Babinec
Abstract
Multidimensional scaling is a powerful tool that helps market researchers determine brand or product position, or find market segments. This article discusses MDS, providing multiple examples, including metric and nonmetric.

Research encourages a comprehensive redesign of Blue Nun packaging

Published
October 1989
Author
Joseph Rydholm, Quirk's Editor
Abstract
After conducting taste tests that confirmed that packaging was a factor in declining sales, Blue Nun wine held extensive focus groups with current and past consumers and competitive brand purchasers, as well as shelf tests, in its package re-design process.

A Mississippi trade organization uses research to help its farm-raised catfish catch on with consumers

Published
October 1989
Author
Quirk's Staff
Abstract
The Catfish Institute uses an ongoing telephone study with hundreds of households in different regions of the country, research regarding catfish nutrients, a regular survey of retailers in 12 markets nationwide, and focus groups in its marketing efforts.

Polaroid “checks out” the users of its professional films

Published
November 1989
Author
Quirk's Staff
Abstract
Polaroid used ResponseCheck, which combines an incentive with a survey, to profile professional film users by market in an effort to learn which film types were most used in each of the markets and with what applications.

Data Use: CHAID response modeling and segmentation

Published
June 1990
Author
Tony Babinec
Abstract
This article describes the benefits of using CHi-square Automatic Interaction Detection (CHAID) to predict a response variable based upon a set of explanatory variables. This method is useful when the variables are categorical rather than quantitative.

Discrete choice and conjoint analysis - a reply

Published
April 1991
Authors
Robert Roy and Steve Herman
Abstract
This article was written in response to Robert Roy's October, 1990 Data Use article, "Conjoint evolves into discrete choice modeling."

Trade Talk: A more than cosmetic change

Published
October 1994
Author
Joseph Rydholm, Quirk's Editor
Abstract
This month's column details a quantitative study conducted among women ages 45-to-65 regarding their cosmetic needs and their habits surrounding purchasing health and beauty products.

Trade Talk: Homemakers, smokers, and moderators

Published
November 1994
Author
Joseph Rydholm, Quirk's Editor
Abstract
This month's column briefly reviews three books: Segmenting the Women's Market; The Focus Group; and Latitudes & Attitudes.

Finding profitable business markets in the inner city

Published
May 2000
Author
Robert Weissbourd
Abstract
Businesses of all sizes searching for new markets are finding the most lucrative opportunities in their own backyards. Using the example of Chicago-based Shorebucks Corporation’s Neighborhood Markets Framework, this article discusses helping businesses profit in the untapped market in the inner city.

Impact of health on satisfaction: a customer segmentation case study

Published
June 2000
Authors
Lori B. Cook and David A. Langley
Abstract
The third in a three-part series designed to provide real-world business examples of the effective use and application of research statistical tools for supporting resourcing and priority-setting decisions, this article outlines a recent health care case study of the use of segmentation tools and techniques for developing and refining service delivery through satisfaction-based quality improvement initiatives.