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Marketing Research Articles Related to the Retailing Industry

Marketing Research Articles Related to the Retailing Industry

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* A look at the gluten-free movement and how food companies have responded to it

Published
October 2012
Author
Eileen Acello
Abstract
More than just a fad, the author argues, living gluten-free is a necessity for celiac disease sufferers. As a result, these consumers offer the food makers who meet their needs the chance to earn a lifetime of trust and loyalty.

* A look at the state of business-to-business research

Published
April 2011
Authors
Larry Gold and Timothy Davidson
Abstract
The authors draw from a study of business-to-business research to examine the prevalence of B2B research and which techniques and methods are preferred.

* A marketer's guide to increasing prices

Published
October 2010
Author
Gerald Linda
Abstract
Finally on the upswing of a global economic meltdown, marketers are beginning to consider raising prices to recoup losses and keep up with inflation. The author offers several strategies, tactics and communication plans to increase prices without losing business.

A Pleasants surprise

Published
May 1999
Author
Terry Fink
Abstract
Retail independents are challenged more than ever to not only maintain sales and profits but to simply survive. This article points out why cutting prices and paring the organization is the wrong reaction and why research and planning are needed more than ever when faced with heavy competition from a national chain.

A prescription for continued growth

Published
January 2007
Author
Rachael Narsh
Abstract
Since beginning its mystery shopping program, drug store giant Walgreens has seen consistent improvement in its scores. Company-wide buy-in and management backing are credited with helping the program succeed.

Activating segmentation through storytelling

Published
May 2013
Authors
Rajit Chakravarty and Lisa Gudding
Abstract
BP turned to data visualization to help increase the internal uptake and awareness of the results of a global C-store segmentation.

Advertising: today's sale or brand-building for tomorrow?

Published
May 2000
Author
Margaret H. Blair
Abstract
This article reviews the empirical evidence that demonstrates that there is no such thing as brand building for tomorrow without brand building and sales today. The article examines definitions, branding today and tomorrow, a branding model and case studies.

Americans prefer U.S. goods, unknowingly buy foreign ones

Published
May 1987
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
While Americans prefer buying American-made products, and feel guilty when they buy foreign-made products, many people lack the requisite knowledge to do so. The result is that Americans who would prefer American-made products end up buying foreign products unknowingly.

An established shopper program can be the answer for customer service management

Published
January 1998
Author
Gary Harper
Abstract
Mystery shopping can be a valuable tool when done successfully, which includes making sure the program is complete and well thought-out. This article details a general set of guidelines for mystery shopping success.

* An online community keeps beverage firm Cafédirect close to its customers

Published
January 2013
Author
Richard Young
Abstract
Cafédirect’s online community serves as a tangible expression of the coffee and tea maker’s core values and has also demonstrated a healthy ROI.

Back-to-school shopping down but not out

Published
August 2009
Author
Quirk's Staff

Back-to-school shopping sprees - on a budget

Published
August 2008
Author
Quirk's Staff

* Best practices to improve new product concept testing

Published
March 2011
Author
Jerry W. Thomas
Abstract
The author draws on his 30 years of experience to offer guidelines on how concept testing should be implemented to achieve maximum benefit.

Beyond customer service

Published
January 2006
Author
David Rich
Abstract
Mystery shopping has a number of applications beyond the usual measurement of frontline employee performance, including brand-building, image tracking, performance improvement, and competitive audits.

Beyond mere measurement

Published
January 2005
Author
Judith Ann Hess
Abstract
Cites two examples of a swimwear store and a bridal store to illustrate how retailers can use mystery shopping.

Brand loyalty suffers as budgets tighten

Published
October 2008
Author
Quirk's Staff

Bridging the gap

Published
November 1995
Author
Scott R. Bryden
Abstract
Ridgedale shopping center in suburban Minneapolis uses quantitative research to increase sales traffic. This article describes how Ridgedale created and uses its extensive database, an effective and powerful tool.

* Building and measuring brand personality: How does your brand behave?

Published
February 2011
Author
Michael Lieberman
Abstract
Beyond brand image is brand personality - a set of human-like characteristics attributed to a brand that can potentially bolster customer engagement. Knowing how to build and measure personality is crucial to understanding performance in the marketplace.

Built well to work well

Published
January 2008
Author
Michael J. Britten
Abstract
The various groups within a company that will be using a mystery shopping program must agree on many things at the outset, such as what the program will measure, how the information will be used and how the program will be organized. Only then can all parties benefit from the process and get the most from what can be an expensive and labor-intensive exercise.

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