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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 51.

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Trade Talk: Research aids children's magazine

Published
May 1987
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
How Magic Window used research to improve its marketing toward children.

Research propels Midwest Living to a fast start

Published
June 1987
Author
Tom Quirk, QMRR Publisher
Abstract
Marketing research reveals important demographic information for Midwestern publisher.

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.

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.

Trade Talk: Readership survey "serves" Tennis magazines' marketing needs

Published
May 1988
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
A look at the the young, active, affluent lifestyle of Tennis magazine subscribers.

Radio station tuned to research

Published
October 1988
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
Emmis Broadcasting used phone surveys and auditorium music listening tests to determine how it should change its music mix for its listeners. After launching its new format, the station conducted a perception study of its listeners.

Trade Talk: Study reveals younger women have more aches

Published
November 1988
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
A review of a Self magazine study that showed younger women suffer more health problems than older women and are less likely to treat them.

Reports assess effectiveness of business publication advertising

Published
March 1990
Author
Quirk's Staff
Abstract
Cahners Research surveyed recipients of Cahners Advertising Research Reports (CARR) to analyze the effectiveness of business publication advertising. It analyzed the data to determine how various advertising strategies affected the “Remember Seeing” scores. Such strategies included using various sized ads or cover placement, using inserts, offering coupons and including or excluding price.

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.

Trade Talk: 851,200 Elvis fans can't be wrong

Published
December 1992
Author
Joseph Rydholm, Quirk's Editor
Abstract
In this month's column, the author interviewed Jim Timony of Bruskin/Goldring Research to discuss the quantitative research conducted surrounding the U.S. Postal Service's launch of its Elvis stamp.

Studies find more proof that magazine advertising works

Published
March 1993
Author
Quirk's Staff
Abstract
Studied from Family Circle magazine, Citicorp POS and Simmons Market Research Bureau support the effectiveness of print advertising across several product categories.

Research about nothing: Is Kramer master of Jerry's domain?

Published
May 1998
Author
Dan Margherita
Abstract
This article is a tongue-in-cheek presentation of the results of Tele-Research's national omnibus that included a series of questions prompted by the popularity of the television show Seinfeld.

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.

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.

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.

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.

Trade Talk: I love my DVR

Published
May 2005
Author
Joseph Rydholm, Quirk's Editor
Abstract
A report on a study of media consumption habits in the era of DVRs and other on-demand devices.

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.

Using market research and public relations to trigger a media explosion

Published
March 2007
Authors
Melissa Marcello and Julie Litzenberger
Abstract
A case history of how a marketing research firm and a PR firm turned a survey on American Idol into a hot news story.

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.