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Marketing Research Articles Related to Public Opinion Studies

Marketing Research Articles Related to Public Opinion Studies

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Ad agency uses Web-based qualitative with teens to help develop public-service campaign

Published
May 2009
Authors
Dana Slaughter and Kristin Schwitzer
Abstract
The authors used online qualitative research to test several facets of a proposed public-service campaign aimed at getting teens to stop using the phrase “That’s so gay.” Respondents created and posted photo-journals, evaluated potential celebrity spokespeople, reacted to ad concepts and offered insights on how to motivate teens without coming across as preachy.

Can prepaid cards overcome a bad reputation?

Published
August 2014
Author
Tim Spenny
Abstract
Prepaid cards are often negatively perceived as high fee payment options used by the less-affluent and unbanked populations. The author provides an analysis of U.S. prepaid card use to see if there is truth behind the claims.

Data Use: Steering the vote: the case of the Oglala Sioux casino

Published
July 2013
Author
Michael Lieberman
Abstract
The author uses a fictional example to look at how regression analysis can help determine which issues are important to – and likely to sway – voters.

How the travel industry is coping with today’s recession

Published
May 2009
Author
Jim Quilty
Abstract
Drawing from research with business and leisure travelers and conversations with travel industry firms, the author explains the impact of the economic downturn and explores the role of travel companies’ marketing research in these difficult times.

How to design research for public release

Published
April 2013
Authors
Peter Gold and Laura Light
Abstract
Planning on using survey findings as fodder for a press release? Take these tips into consideration to make sure the information has impact, relevance and longevity.

Lakewood, Ohio uses research to assess the state of the city

Published
April 1996
Author
Quirk's Staff
Abstract
Lakewood, Ohio, surveyed residents to determine their satisfaction with city services, establish priorities, allocate resources and create benchmark information against which to monitor progress.

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.

Seven insights from holistic campaign testing

Published
April 2008
Author
Frank L. Findley
Abstract
Looking at an advertising and marketing campaign as the sum of many parts can help give a truer picture of the impact and effectiveness of each part. The author explores how to think about this holistic process and cites examples from an energy utility which saw returns from a series of ads that focused on different aspects of being environmentally friendly.

Trade Talk: 851,200 Elvis fans can't be wrong

Published
December 1992
Author
Joseph Rydholm, Quirk's Editor
Abstract
In this month's column, the author interviewed Jim Timony of Bruskin/Goldring Research to discuss the quantitative research conducted surrounding the U.S. Postal Service's launch of its Elvis stamp.

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.

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."

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.