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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 49.

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Radio tracking study places spots more effectively

Published
August 1987
Author
Quirk's Staff
Abstract
Radio advertising can be an extremely effective marketing tool, especially when selling to farmers. By analyzing tracking studies, Ted Haller can create the perfect fit between advertisers and radio stations to optimize the effectiveness of radio advertisements.

Research tools provide Time, Inc. timely research results

Published
August 1987
Author
Quirk's Staff
Abstract
Time, Inc. has found that timely market research is necessary to stay on top of the highly competitive publishing industry. Senior analyst Bill Protash employs a variety of software tools to analyze and present surveys in an effective and timely manner.

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.

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.

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.

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.

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.

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.

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.

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.

Varying attitudes fit Thanksgiving dinners into any food lifestyle

Published
November 2009
Author
Quirk's Staff
Abstract
Experian Simmons defines five distinct food lifestyle segments, based on purchasing habits and attitudes toward food, and explores how each of the five segments differ in preparing Thanksgiving meals.

The Top 10s in 2009 entertainment

Published
December 2009
Abstract
The Nielsen Company documents the most successful products and people of 2009 entertainment.

Teens not avoiding traditional media

Published
August 2009
Author
Quirk's Staff

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.