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Marketing Research Articles Related to Point-of-Purchase Research

Marketing Research Articles Related to Point-of-Purchase Research

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Arby's and MIS use research in development of new customer order entry system

Published
June 1991
Author
Joseph Rydholm, Quirk's Editor
Abstract
Arby's, its franchisees, and Management Information Support Inc. surveyed customers to determine their level of acceptance and perception of a new automated ordering system compared to having a cashier take their orders. As changes were made to the system, time studies were performed to determine which screen layouts were the easiest for people as first-time users and also as repeat users.

Taco Bell gets fresh responses for its satisfaction research with "moment-of-truth" surveys

Published
October 1993
Author
Julia Nufer
Abstract
For low-involvement purchases such as fast-food, it is important to capture customer opinions and reactions as soon as possible, as memories of the quality of the food, the service or the restaurant environment may quickly fade. Taco Bell uses professional interviewers to distribute and collect self-administered surveys to customers in order to keep the responses as fresh and relevant as possible.

Measuring retail signage saturation

Published
February 2003
Author
Beth McKeon
Abstract
The body of retail research data has a gap regarding one key element of in-store signage: saturation. This article details signage saturation analysis, a research method that allows a retailer to systematically assess the current level of signage saturation and its effect on customers’ identification and interpretation of key messages.

Why your packaging should be researched as much as (or more than) your advertising

Published
January 2010
Author
Norman B. Leferman
Abstract
How much do you know about your packaging? In addition to evaluating prototypes, pre-design research is essential to understanding how consumers shop your category, how they view competitors’ packaging and what your brand must do to stand out from the crowd.

Mobile research offers speed, immediacy

Published
June 2010
Author
Tanja Pferdekaemper
Abstract
Using examples from brands such as Coca-Cola and Nokia, the author explores the capabilities of mobile research and how it lets marketers get fast, fresh responses from consumers.

A bird's-eye view of what mobile can do

Published
July 2013
Author
Jerry W. Thomas
Abstract
A broad look at current mobile-device capabilities and how they can be incorporated to improve qualitative and quantitative research.

How neuroscience and MR helped Bausch & Lomb develop and refine critical sales materials

Published
August 2014
Authors
Kieron Mathews and Siva Raj
Abstract
A case study on the testing of detail aids for a new Bausch & Lomb contact lens shows how to effectively meld neuroscience with marketing research.

 

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