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Marketing Research Articles Related to the Public Affairs Industry

Marketing Research Articles Related to the Public Affairs Industry

Showing items 1-20 of 28.

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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.

Trade Talk: Book provides valuable insight into U.S. lifestyles

Published
March 1989
Author
Joseph Rydholm, Quirk's Editor
Abstract
This article reviews The Clustering of America, a book by Michael Weiss that examines the United States through the lens of PRIZM, the target marketing system develop by Claritas Corp. that uses U.S. Census Bureau data and other information to create 40 distinct lifestyle depictions of 250,000 U.S. neighborhoods.

Telephone survey measures city's quality of life measures

Published
May 1989
Author
Joseph Rydholm, Quirk's Editor
Abstract
Richfield, Minnesota, conducted a lengthy telephone survey of 400 randomly selected residents to assess how the city was doing in terms of service, aiming to satisfy long-term residents and draw new residents and new commercial developments.

Study tracks trends in refusal rates

Published
July 1989
Author
Quirk's Staff
Abstract
This article discusses the “Your Opinion Counts” National Steering Committee’s 1988 study of survey respondents’ refusal to be interviewed, providing a comparison to the benchmark study conducted in 1985.

Trade Talk: Consumers unsure how to solve packaging waste problems

Published
October 1989
Author
Joseph Rydholm, Quirk's Editor
Abstract
Pollution has become a hot topic. This article discusses packaging waste problems and factors in resolving the problems, including consumer involvement.

Keep America Beautiful uses one-on-ones to test replacement for long-running TV spot

Published
March 1993
Author
Joseph Rydholm, Quirk's Editor
Abstract
Keep America Beautiful used one-on-one interviews with consumers from a wide variety of backgrounds to test a new advertisement concept featuring baby surrounded by mounds of garbage.

Omnibus study examines life in Russia

Published
June 1993
Author
David Leach
Abstract
SRG International Ltd. and a Russia-based research firm worked together to field a survey of Russian consumers and found little faith in the current government and scant hope of future improvement.

Using paired comparisons to measure public reaction to health reform

Published
June 1994
Author
Quirk's Staff
Abstract
This article discusses the a technique used in the 1994 American Values and Expectations for Health Care Reform Survey. The authors assert that developing valid and reliable measurements of public receptivity to specific health care reform initiatives requires asking questions that focus on personal behavior and values.

Trade Talk: Consumers open up about their privacy concerns

Published
April 2000
Author
Joseph Rydholm, Quirk's Editor
Abstract
Quirk's Editor Joseph Rydholm reviews Marketers’ Information Practices and Privacy Concerns: How Willing Are Consumers to Provide Personal Information for Shopping Benefits?, a paper that uses findings from a mail survey to explore consumer privacy concerns and their implications for marketers.

Data Use: Using conjoint analysis to shape a political message

Published
May 2004
Author
Michael Lieberman
Abstract
Two instances where conjoint can be used in the political realm are discussed: assessing levels of preference for important issues, and shaping the candidate’s message.

Data Use: Getting your money's worth with virtual targeting

Published
January 2005
Author
Michael Lieberman
Abstract
Virtual targeting uses a blend of statistical techniques that identify the distinguishing characteristics of the target group and then build a linear equation that can be applied to records of the group to achieve a sortable, analyzable score. The article focuses on the example of a political candidate hunting for possible voters.

Gay market trends and the 2004 election

Published
February 2005
Authors
Bob Witeck and Wes Combs
Abstract
A look at how aspects of the gay market affected issues in the 2004 election and their implications for marketers.

Satisfaction study is vehicle for Minnesota Departmentof Transportation to test question order

Published
October 2006
Authors
Lori Laflin and Michele Hanson
Abstract
The Minnesota Department of Transportation found that changing the question order in a long-time study had some interesting and ultimately beneficial effects.

Trade Talk: The value of communication

Published
November 2007
Author
Joseph Rydholm, Quirk's Editor
Abstract
Quirk's Editor Joseph Rydholm shares his experience at a Marketing Research Association chapter event, themed "Ethics in Marketing and Opinion Research: Critical Issues, Implications and Solutions."

Presidential hopefuls take it to the Web

Published
June 2008
Author
Quirk's Staff

Using market research for business and public policy decisions in consumer lending

Published
July 2008
Author
Paul C. Lubin
Abstract
Mystery shopping and marketing research can play a critical role in helping financial institutions comply with federal regulations. The article looks at matched-pair and monadic testing in particular to explore how they can be used to measure lenders' adherence to regulatory standards.

Feedback portals can engender customer goodwill, satisfaction

Published
January 2009
Author
Vivek Bhaskaran
Abstract
If you make your most-engaged customers feel as though they are part of the very fabric of your business they will quickly become one of your most important strategic assets. Building and establishing an online feedback portal, which is explained here, can help create an ongoing dialog with these customers.

Trade Talk: Keeping the regulatory wolves at bay

Published
February 2009
Author
Joseph Rydholm, Quirk's Editor