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Marketing Research Articles Related to the Mass Merchandisers

Marketing Research Articles Related to the Mass Merchandisers

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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.

Data Use: Using key driver analysis to guide employee satisfaction research

Published
October 2006
Authors
Dave Leonard and Michael Lieberman
Abstract
Employee turnover is a large expense for mass retailers and fast-food firms. By surveying employees, companies can identify and address the factors that drive turnover.

Measuring retail signage saturation

Published
February 2003
Author
Beth McKeon
Abstract
The body of retail research data has a gap regarding one key element of in-store signage: saturation. This article details signage saturation analysis, a research method that allows a retailer to systematically assess the current level of signage saturation and its effect on customers’ identification and interpretation of key messages.

Mystery shopping program helps Walgreens promote strong customer service accross its vast network of stores

Published
January 2007
Author
Rachael Narsh
Abstract
Since beginning its mystery shopping program, drug store giant Walgreens has seen consistent improvement in its scores. Company-wide buy-in and management backing are credited with helping the program succeed.