Skip to: Main Content / Navigation

  • Facebook
  • Twitter
  • LinkedIn
  • Add This

Marketing Research Articles Related to Psychological/Emotion Research

Marketing Research Articles Related to Psychological/Emotion Research

Showing items 1-20 of 160.

Go

Sort

Refine Search

Date

Login required for most articles published within the last three years

JCPenney pinpoints its customers

Published
October 1986
Author
Quirk's Staff
Abstract
In order to fully understand the needs of their customers, JCPenney has initiated a series of studies called Consumer Feedback. These studies give JCPenney a clear picture of the needs, attitudes and behaviors of their customers.

Trade talk: Rational, emotional factors key to copy research

Published
June 1987
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
In Renee Love's presentation at the ARF Copy Research workshop, she argues that qualitative research is a discovery process that should support, rather than inhibit, creative thinking.

Trade Talk: Company preaches value of research to Christian products industry

Published
March 1990
Author
Joseph Rydholm, Quirk's Editor
Abstract
A look at conducting research among the Christian market and how it differs from research among the general U.S. population.

Finding the hot buttons: a scientific approach to motivational research

Published
October 1991
Author
Betsy Goodnow
Abstract
This article describes an in-depth interviewing technique to disclose consumer motivations for buying a brand, and it explains how to scientifically analyze the responses.

Psycho-socio-cultural Hispanic research

Published
February 1992
Authors
Felipe Korzenny and Betty Ann Korzenny
Abstract
Psycho-socio-cultural research is considers psychological, sociological and cultural theory when addressing market problems across cultures. It merges what is known about people, societies and cultures with empirically-gathered data about specific attitudes, behaviors and beliefs. This article addresses the importance of considering psycho-sociocultural variables in the design and interpretation of quantitative and qualitative research involving Hispanic groups.

The Gestalt approach to advertising research

Published
March 1992
Author
Daniel Oromaner
Abstract
This article points to ways that Gestalt psychology can inform the design of advertising-related qualitative research. This approach would stress the importance of the context surrounding the ad in the minds of the consumer and identify key elements that most affect the overall impression.

Projective technique aims to uncover consumer attitudes

Published
March 1992
Author
Doreen Mole
Abstract
Commercial anthropology is a qualitative technique applied in mini-focus groups or interviews. It involves respondents reacting to a depiction of a brand user by making projections about the user by outfitting that user with items the user would have. The selections stimulate discussion that provides inroads into a user's psyche and belief system. General Motors used this technique to uncover the underlying emotions that differentiated purchase of one specific brand of automobile from another in the "sporty" car market segment.

Making projectives projectable

Published
February 1995
Authors
Dr. Glenn Livingston and Sharon Livingston
Abstract
Product imagery is important. Assessing product imagery using direct questioning can be challenging. Projective techniques borrowed from the behavioral sciences are an alternative assessment tool. This article presents a simple method for the large scale administration and scoring of projective techniques.

Respondent collages help agency develop ads for new Pontiac

Published
March 1995
Author
Joseph Rydholm, Quirk's Editor
Abstract
Pontiac used qualitative research to develop advertising for the new Sunfire. Specifically, respondents created 20” x 20” collages prior to the focus group that reflect their relationship with their car.

Motivational research

Published
February 1999
Author
Jerry W. Thomas
Abstract
Motivational research is a type of marketing research that attempts to explain why consumers behave as they do. This article discusses motivational research, including the three major techniques: observation, focus groups and depth interviews.

Credit risk and customer profitability in consumer lending

Published
February 1999
Authors
Gautam Bose and Erick Haskell
Abstract
Successful retail banks are devoting as much time and effort to customer retention as they are to new customer acquisition. This article discusses risk-adjusted customer profitability metrics as a means for banks to ensure that their retention efforts are targeted at the most profitable customers.

"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.

Understanding European youth

Published
November 2000
Authors
Carl Rohde and Ole Christensen
Abstract
The world of children and teenagers has changed a great deal during the last decade. In order to get a better understanding of young people in Europe, GfK Europe Ad hoc Research has established a continuous tracking survey entitled “Hopes and Fears: Young European Opinion Leaders.” This article discusses the survey, including its methodology, objectives and findings.

Chrysler dug deep with archetype research to shape its PT Cruiser

Published
December 2000
Author
Joseph Rydholm, Quirk's Editor
Abstract
Chrysler used archetype research, a qualitative method developed by French medical anthropologist G. Clotaire Rapaille, in the development of its PT Cruiser.

Qualitatively Speaking: The effects of 9/11 on Hispanic research

Published
April 2002
Author
Jim Loretta
Abstract
The terrorist attacks on September 11 were seen and felt by all segments of the American society, including the Hispanic community. This article discusses the effects of September 11 on Hispanic research and offers suggestions in increasing respondent cooperation in focus groups that have helped many who work in the Hispanic research market.

How marketers are adding cachet to their products

Published
May 2002
Authors
Lange Hart and Cheryl Swanson
Abstract
The world of marketing has become dominated by branding. This article discusses “premium” as a critical part of branding, including what it means and its two major segments: performance premium and luxury premium.

Writing focus group reports with signifcance

Published
December 2002
Author
Joseph Yeager
Abstract
Simply put, people want things. This article discusses writing focus group reports to include results on the motives, the features and benefits of the motives, and the linguistic elements that characterize implicit decision making.

Trade Talk: This book is worth its weight

Published
January 2003
Author
Joseph Rydholm, Quirk's Editor
Abstract
This article offers reviews of several new books: Business - The Ultimate Resource, Why People Buy Things They Don’t Need and Marketing to American Latinos - Part 2.

Consumer decision-making models, strategies and theories, oh my!

Published
February 2005
Author
Michael Richarme
Abstract
An overview of theories of the consumer decision-making process that aims to help marketers find the method(s) that will work best for them.

Behavioral science techniques in medical marketing research

Published
June 2005
Author
Joel Goldberg
Abstract
In medical marketing research, a range of behavioral science techniques are being applied that help researchers create profiles of respondents to better understand their responses, understand the mental processes of health care workers and recruit and build panels.

 

Comment on this article

comments powered by Disqus