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  • Marketing Research Articles Related to Point-of-Purchase Research

    Marketing Research Articles Related to Point-of-Purchase Research

    Showing items 1-8 of 8.

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    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.

    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.

    How gathering customer purchase stories can spark innovation

    Published
    December 2011
    Author
    Gerald Berstell
    Abstract
    The author explores the value of asking consumers about their purchase processes and cites examples of how doing so led to product and service breakthroughs.

    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.

    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.

    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.

    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.

    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.