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Marketing Research Articles Related to the Media Industry

Marketing Research Articles Related to the Media Industry

Showing items 1-20 of 48.

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A new perspective on Hispanic media planning

Published
June 2005
Author
Felipe Korzenny
Abstract
The role of language - Spanish and English - and language’s impact on media consumption is discussed, as are the implications for marketing research.

A process and program for improving advertising efficiency and effectiveness

Published
March 2000
Author
Harold Spielman
Abstract
A study using findings from the application of MSW Group's AD*VANTAGE/ACT system shows the value of ad pre-testing.

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.

An analysis of multichannel marketing campaign performance

Published
July 2011
Author
Molly Elmore
Abstract
The author explores the effects of frequency on commonly applied awareness and intent metrics for various advertising channels.

Analyzing a B2B magazine’s ad inquiries and their relationship to qualified prospects

Published
April 2012
Author
Jim Nowakowski
Abstract
How the Web has affected lead generation for Buildings magazine and other B2B publications.

Comcast’s Versus channel turned to research to better understand a core audience segment

Published
August 2010
Authors
Jon Last and Christopher Whitely
Abstract
Following a rebranding of its Outdoor Life Network as Versus, which broadened its scope to include other sports, Comcast Networks conducted in-depth research to show advertisers that the channel’s core audience of outdoorsmen was as strong as ever and receptive to ad messages outside of the hunting and fishing categories.

Comfortable in the new medium: How online qual can benefit from our share-happy culture

Published
July 2012
Author
Paul Rubenstein
Abstract
This article focuses on societal and technological factors such as blogging and social media that have given rise to the use of online methodologies for qualitative research.

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.

Electronic research tool helps the Arizona Republic reconnect with its community

Published
July 2000
Authors
Robert Duley and Douglas Griffen
Abstract
The Arizona Republic gave respondents laptops with software that supports electronic brainstorming, prioritization and survey assessments in its effort to redesign itself to better connect with the issues and the community.

Ethnography from the client's perspective

Published
February 2009
Authors
Judith Langer and Jon Last
Abstract
The authors interviewed 26 researchers to explore how they use ethnographic research. Most found the method valuable, but they expressed concerns over cost, timing and the difficulties of getting management buy-in. They also disagreed over who is best suited to lead an ethnographic research project – a moderator, an anthropologist/ethnographer or clients themselves.

Firms are going multi-platform to get their messages out to multicultural youth

Published
April 2010
Author
Amy Henry
Abstract
Using examples from brands like Hot Pockets, McDonald’s and Dr. Pepper, the author shows how some marketers are seizing on Web- and mobile-based methods to target Hispanic and African-American youths.

From the Publisher February 1988

Published
February 1988
Author
Tom Quirk, QMRR Publisher
Abstract
Tom Quirk shares a story from his days as a research director of how uncomfortable meeting taught him the importance of preparting research reports so that even those with minimal exposure to research would understand the implications of the data presented.

How online communities can tap a company's greatest unused resource: the consumer

Published
June 2010
Author
Mark Simon
Abstract
Online communities offer an opportunity to listen to customers and place them at the heart of a company's marketing strategy. By giving the respondent a seat at the decision-making table, companies can build strong and long lasting relationships that may not have been possible through offline media.

In Case You Missed It... July 2013

Published
July 2013
Author
Quirk's Staff
Abstract
News and notes on marketing and research: positive brand experiences; U.S. media consumption

Is research ready for prime time?

Published
April 1999
Author
Tom Quirk, QMRR Publisher
Abstract
A discussion of Mary Lou Quinlan's "Just Ask a Woman" research television talk show.

Marketers track, understand teens with syndicated studies

Published
August 1987
Author
Quirk's Staff
Abstract
Marketing to teenagers can be difficult, but Teenage Research Unlimited uses self-administered questionnaires with follow-up mailings to monitor the teen market. It may be a volatile market, but companies like MTV and Seventeen Magazine have found that up-to-date information on teens can be very helpful.

McGraw-Hill shows it's the place to get market information

Published
February 1988
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
McGraw-Hill, publishers of Electrical Construction & Maintenance magazine and Electrical Wholesaling magazine know the value of market research. Using a variety of techniques, including mailed questionnaires and telephone surveys, the company gathers information for the editorial and advertising sections of the McGraw-Hill magazines.

Meet your press: Tips for working with trade journalists

Published
July 2013
Author
Lucy Davison
Abstract
Eight guidelines for building successful and mutually-beneficial relationships with the research industry media.

Multi-country research aids Cartoon Network's quest for world 'toonification'

Published
April 2000
Author
Joseph Rydholm, Quirk's Editor
Abstract
The Cartoon Network used brainstorming with in-house client groups, followed by 250 focus groups in more than 10 countries and face-to-face interviews in Latin America in its quest to be experts on kids and maintain the “think globally, act locally” approach.

New measuring sticks for media and other marketing-mix variables

Published
February 1991
Author
Michael J. Wolfe
Abstract
This article reviews how single-source marketing information has led to practical ways of modeling and understanding the impact of advertising and promotion on product sales. The article discusses ways that marketers might want to view such information to understand brand performance in different geographic markets and implications this might have on marketing strategies. The authors discuss the future of marketing-mix modeling efforts and the impact that these efforts are likely to have on more traditional marketing and advertising research.