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Marketing Research Articles Related to Research with Mothers

Marketing Research Articles Related to Research with Mothers

Showing items 1-20 of 21.

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A framework for understanding ad effectiveness

Published
April 2009
Author
Isabelle Albanese
Abstract
The author outlines her 4Cs of Truth in Communications process to explain how it can help frame and inform ad research projects. Marketers can use the concepts of comprehension, connection, credibility and contagiousness to make sure their ads resonate with consumers.

A successful research community requires a mix of strategies

Published
April 2012
Author
Manila Austin
Abstract
Communispace’s Manila Austin draws from the firm’s research-on-research studies to offer tips on keeping community respondents engaged.

Back-to-school shopping sprees - on a budget

Published
August 2008
Author
Quirk's Staff

Comprehensive study uses research to do Sigmund a solid

Published
February 2011
Authors
Nima Srinivasan and Edwin Wong
Abstract
A report on findings from the Yahoo!/Added Value Connectonomics project, which examined how women use social media and other Web-based outlets to grow, share, shop and explore.

Conducting ethnographic research with Hispanic consumers

Published
February 2012
Authors
Pablo Flores and Jennifer Karsh
Abstract
Through tips and a case study example, the authors explain the value of using ethnographic research methods to better understand the Hispanic market.

Family research: Keep on trying 'til you reach the highest (common) ground

Published
April 2012
Author
Janet Oak
Abstract
This article discusses the modern American family dynamic that elevates children's opinions, requiring researchers to rethink the established methodologies for evaluating family consumption and consider the family as a unit.

Food marketing to tweens and teens

Published
February 2005
Author
Ted Mininni
Abstract
Examines the effects that mothers and teens have on each other as buyers and consumers of products.

For Father's Day, most males opt out of man-to-man gifting

Published
May 2008
Author
Quirk's Staff

How research can connect shopper attitudes and behaviors

Published
June 2011
Authors
Christopher D. Ratcliff and Andrew L. Zoota
Abstract
This article discusses the impact of personal biases, outside influences and shopping influences on a shopper’s purchase decision and how research can minimize the discrepancy between shopper attitudes and shopper behaviors - and improve category purchase.

In Case You Missed It November... 2010

Published
November 2010
Author
Quirk's Staff
Abstract
News and notes on marketing and research: Walmart sponsors focus groups for voting moms; Facebook launches Questions feature; study looks at happiness among Americans

In Case You Missed It... December 2009

Published
December 2009
Author
Quirk's Staff
Abstract
News and notes on marketing and research: Vegemite's name flop; the click-through measurement; Asda's consumer panel

Moms and their (mis)perceptions of processed foods

Published
April 2011
Author
Barbara Katz
Abstract
At the Institute of Food Technologists' annual wellness conference, HealthFocus International convened a panel of five mothers to discuss U.S. perceptions and understanding of processed foods.

Moms can expect a nice meal - or two - out

Published
April 2009
Author
Quirk's Staff

Moms use remote digital ethnography to capture their child-transport troubles

Published
February 2007
Author
Kari McGlynn
Abstract
Mobile devices were used as the primary data gathering tool in a study that asked mothers to detail the hassles they encounter when transporting their kids. Audio verbatims and digital photographs were among the various forms of documentary evidence submitted by respondents.

Research helps Boy Scouts of America communicate an active, adventurous image

Published
December 1989
Author
Joseph Rydholm, Quirk's Editor
Abstract
Boy Scouts of America used focus groups with former Cub Scouts and their mothers, along with ongoing tracking research, in the development of a marketing campaign that would increase awareness that Boy Scouting is an activity-oriented program that differs in many respects from Cub Scouting.

Trade Talk: Report shows the changing face of motherhood

Published
June 2010
Author
Joseph Rydholm, Quirk's Editor
Abstract
Research shows that today’s mothers of newborns are older, better educated, less likely to be white and less likely to be married than their counterparts were in 1990.

Two-fifths of all women shop on the job

Published
August 2010
Author
Quirk's Staff
Abstract
Has the modern woman become so busy that her quietest time is at work? More and more women are shopping while at work, with moms shopping online on the job more than most.

Understanding kid and tween brand affinity

Published
February 2010
Author
Wynne Tyree
Abstract
Rather than being me-focused and anxious to grow up, most kids and tweens are interested in brands meant for them that bring families together, according to research by the author’s firm. This article provides eight key drivers in creating a brand that will win with kids/tweens and their parents.

Understanding the Latina shopper

Published
January 2011
Authors
Jackie Bird and David R. Morse
Abstract
Research from Redbean Society and New American Dimensions indicates that there is great variance - and therefore diverse marketing opportunities - among Latinas.

What motivates moms and kids as consumers?

Published
February 2006
Authors
Tim Coffey, David Siegel and Greg Livingston
Abstract
Moms and their kids have distinct motivations for the products they buy. By understanding those motivations and how they intersect and conflict, marketers can design products and marketing campaigns that satisfy both groups.