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Marketing Research Articles Related to Research with Parents

Marketing Research Articles Related to Research with Parents

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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.

Online in-depth proves its promise

Published
May 2005
Authors
Steve August and Kimberly Daniels August
Abstract
The authors profile an online project that used blogs and other text-based methods to conduct research with moms and dads. Among the goals of the Parenthood Project was to investigate how deeply engaged respondents would be in such an online environment and what level of emotion they would express.

Trade Talk: Changing diapers, thinking about ethnographic research

Published
October 2006
Author
Joseph Rydholm, Quirk's Editor
Abstract
As he struggles to use various baby-related products, a new father wishes his trials were being watched by a team of marketing ethnographers.

Using research to understand kids and teens

Published
February 2008
Author
Valla Roth
Abstract
With kids being more literal-minded than adults, the scales used during research cannot match those used during research with adults. The author offers examples of the types of question scales that work well with kids and teens and also provides a guide to when researchers should interview a child, his or her parents, or both.

Teen poll shows mixture of optimism and pessimism

Published
January 1989
Author
Morris S. Whitcup Ph.D.
Abstract
Guideline Research Corp. recently conducted a study of 510 high school juniors and seniors across the United States for the American Home Economics Association. This article provides an overview of the study and its findings.

What makes a brand great to today’s youth?

Published
February 2009
Authors
Chris Hubble and Bill Russo
Abstract
Marketers can earn Millennials’ loyalty by creating quality products and services that fill real needs and giving young consumers a reason to get involved with their brands. In addition, firms must comport themselves with honesty, integrity and sincerity and make sure that their image matches up with their day-to-day operations.

Adding ‘prosumers’ to your groups can provide a creative boost

Published
May 2009
Author
Steve Richardson
Abstract
Under the right circumstances, including - rather than excluding - marketing professionals normally screened out of focus groups can lead to breakthroughs. Examples from British Airways and WD-40 are cited to illustrate how this approach has helped develop new products and services.

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.

Back-to-school shopping sprees - on a budget

Published
August 2008
Author
Quirk's Staff

Toys prove a sweet spot in a sour economy

Published
June 2008
Author
Quirk's Staff

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

Published
May 2008
Author
Quirk's Staff

Back-to-school shopping down but not out

Published
August 2009
Author
Quirk's Staff

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.

Toy retailers must strike a balance between parents on a mission and the 'nag factor'

Published
December 2010
Author
Quirk's Staff
Abstract
Research shows that toy buyers in 2010 are not to be trifled with, as the majority know what toy they are going to purchase and where - rarely leaving the store with a substitute. Impulse purchases driven by persistent children, however, still have a place.

Rethinking how we research and market to families with children

Published
February 2011
Author
Wynne Tyree
Abstract
Rather than focus solely on how a kid or a mom would respond to their product, marketers should consider the family unit as a whole and craft messages that communicate inclusiveness, variety, ease of use and value.

Guidelines for easing parental fears regarding online research

Published
February 2011
Author
Pam Goldfarb Liss
Abstract
When interviewing kids online, researchers can take the steps outlined here to reassure nervous parents that family privacy is being respected and that the online research process is safe.

Not always child's play - getting branded characters to perform

Published
May 2011
Author
Bryan Urbick
Abstract
Using animated licensed characters on packaging is one of the oldest tricks of the trade yet brands still struggle to make it work for them. The following article includes the five tiers of using branding characters to create the greatest positive impact.

Is the 'modern' family the model family for quality time?

Published
May 2011
Author
Quirk's Staff
Abstract
Respondents with children in the household who are not married but living with a partner report the highest number of hours spent with family each week (31.5 hours), according to data from Chicago research company Mintel.

Families in no rush for back-to-school shopping

Published
July 2011
Author
Quirk's Staff

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.