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Marketing Research Articles Related to Product Purchasing Studies

Marketing Research Articles Related to Product Purchasing Studies

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Trade Talk: Research season is year-round at Coleman Co.

Published
October 1987
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
Outdoor outfitter Coleman uses a product-specific questionnaire, Coleman keeps tabs on who's using its products, how it can improve them and if it should start manufacturing new products.

Research shows risk of package redesign

Published
October 1988
Author
Quirk's Staff
Abstract
General Foods completed a study to determine customer reactions to a proposed re-design of the packing for Crystal Light. The researchers used one-on-one interviews, followed by an individual simulated shopping experience in an environment where the participant could be observed through a one-way mirror. The final part of the interview included personifying Crystal Light, describing various attributes.

Data Use: Conjoint evolves into discrete choice modeling

Published
October 1990
Author
Robert Roy
Abstract
This article profiles discrete choice modeling which, unlike conjoint modeling, does not require pairing of all attributes. Therefore, unrealistic products are not produced. The respondent does not rate, sort or rank-order, but instead acts as if he or she is in the marketplace, selecting which product to buy.

Trade Talk: Business before business

Published
October 1990
Author
Joseph Rydholm, Quirk's Editor
Abstract
An interview with the developers of REACT, an information gathering system for retailers that uses customer phone numbers to track purchase-related variables.

Data Use: Determining product feature price sensitivities

Published
November 1990
Author
Joseph Curry
Abstract
This article discusses several approaches to determining customer price sensitivities – analyzing actual sales as a function of price, laboratory purchase experiments and preference studies where buyers are asked to express their purchase likelihoods for a product at various price levels. The article then describes the use and advantages of a form of conjoint analysis that allows researchers to estimate both feature prices and the overall price in order to better measure price sensitivities of consumers.

Defining the system of needs in an industrial market

Published
April 1991
Author
Cliff Havener
Abstract
Researchers conducted needs research by interviewing individuals with influence upon purchasing decisions for an air compressor product in their companies. The article discusses the interviewing strategies that led from a discussion of the broader context to specific questions about the product and problems with it.

Retail study examines shopping habits in two ethnically diverse California cities

Published
November 1992
Author
Quirk's Staff
Abstract
WSL Marketing conducted phone interviews to study women’s shopping patterns in two ethnically diverse California cities. This article reports on the study’s main findings.

"Gimme what you've got"

Published
February 1999
Author
J. Kevin Bokeno
Abstract
Impulse-buying behavior is increasing in traditionally high-involvement categories and in day-to-day purchases. This article discusses how time constraints have been the dominant theme of the buying experience in the ‘90s.

Trade Talk: Something old, something new

Published
June 2001
Author
Joseph Rydholm, Quirk's Editor
Abstract
An overview of NewProductWorks, an archive of 6,000+ foods, 8,000+ beverages, 13,000+ health and beauty products, 6,700+ household products, and 1,000+ pet products, and how it is useful for researchers.

Make sure your research methods are helping - not hindering - your menu optimization efforts

Published
March 2009
Author
Brad Barash
Abstract
When considering menu changes, restaurants must consider not only the performance of the new items but also the interaction of those items with the existing bill of fare. The article maintains that standard TURF-based research approaches to menu optimization have flaws and that an online-based method using virtual menus is more effective.

Trade Talk: How the strong retailers are surviving

Published
April 2009
Author
Joseph Rydholm, Quirk's Editor
Abstract
A report by Kurt Salmon Associates details how companies such as Apple and Trader Joe's have created product and service offerings that resonate with consumers. These retailers share certain operational competencies, which the report explores.

A look at the buying process model

Published
June 2009
Author
Sharon S. Paik
Abstract
This article explains a method called the buying process approach, which helps pharmaceutical firms closely examine how patients move through the health care system. By identifying areas where problems occur and understanding how those problems affect patients’ use of health care brands, marketers can design strategies to overcome roadblocks.

In Case You Missed It... November 2009

Published
November 2009
Author
Quirk's Staff
Abstract
News and notes on marketing and research: men's underwear and the economy; free shipping offers and holiday shopping; Tokyo marketing cafe for young, affluent women

By the Numbers: Under the influence

Published
May 2010
Author
Stephen J. Hellebusch
Abstract
The author replicated an experiment from Predictably Irrational to better understand the impact that arbitrary coherence might have on marketing research studies.

Putting choice modeling to work for new product sales forecasting

Published
May 2010
Author
Jerry W. Thomas
Abstract
The author discusses the differences between 21st-century choice modeling vs. old legacy forecasting systems and explains how choice modeling can offer a distinct advantage in being 3-D-compatible and simpler way to achieve more complete results.

Data Use: Arbitrary incoherence, or, a failure to replicate

Published
December 2010
Author
Stephen J. Hellebusch
Abstract
In a follow-up to his May 2010 article on the same topic, the author reports on his attempts to further investigate the impact - or lack thereof - of arbitrary coherence.

Using research to reduce e-shopping abandonment rates

Published
January 2011
Author
Kimberly Struyk
Abstract
By asking potential customers why they are leaving an e-commerce site, we can better understand reasons for shopping-cart abandonment and also give them a reason to stay and purchase.

A process for improving packaging research ROI

Published
January 2011
Author
Scott Young
Abstract
The author explains how companies can maximize their investments in packaging research by following five best practices: validating, screening, benchmarking, innovating and integrating.

Setting research action standards to guide brand hierarchy decisions

Published
January 2011
Author
Kevin M. Waters
Abstract
Companies seeking clarity regarding their brand portfolio should turn to research to answer critical questions, the author argues.

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.