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Marketing Research Articles Related to the Retailing Industry

Marketing Research Articles Related to the Retailing Industry

Showing items 1-20 of 201.

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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.

Continuing analysis of shopping habits in San Diego

Published
April 1987
Author
Emmet Hoffman
Abstract
The "Continuing Analysis of Shopping Habits in San Diego," or CASH, is a clearinghouse for consumer information in San Diego County. The data is a service of The San Diego Union and The Tribune, a San Diego newspaper, and employs telephone interviews to collect extensive information on consumers throughout the area.

Singles' lifestyles explored in JCPenney study

Published
January 1987
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
A recent survey by JCPenney explored the lifestyles and tendencies of the singles population. The consumer study, conducted by the Public Issues and Consumer Programs department of the JCPenney Co., helped the retail giant to better understand the approximately 77 million singles living in the United States.

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.

Research improves sweetener packaging

Published
October 1987
Author
Quirk's Staff
Abstract
When NutraSweet Co., Chicago, makers of Equal sugar substitute, wanted to compete with sugar as a healthier substitute, serious marketing research was needed. Shelf visibility tests and label communication T-scope tests were used to create new, more-effective packaging.

Restaurant chain uses mall intercepts to test products

Published
October 1987
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
Carousel Snack Bars of Minnesota Inc. needed to figure out a way to sell typically a male-consumed product - hot dogs - in a primarily female-populated location - shopping malls. The company turned to mall intercepts and focus groups to determine exactly how to do it.

Survey defines lawn mower purchasing habits

Published
December 1988
Author
Quirk's Staff
Abstract
This study used a mailed survey to mower purchasers to identify their characteristics and determine factors influencing their purchasing decisions. The researchers grouped the respondents into categories based upon the primary motivators of their decision-making process: brand name, features, price and outlet.

Scan data adds up to big numbers

Published
August 1988
Author
Quirk's Staff
Abstract
This article discusses Information Resources Inc.’s scanning data and analysis services, InfoScan and PromotionScan. InfoScan uses scanner data from product purchases to provide weekly measurements of volume, market share, price and promotional conditions. InfoScan integrates this scanner database with the individual purchases of over 70,000 representative households from IRI’s consumer panel. Ocean Spray Cranberries, Inc. uses InfoScan and IRI's PromotionScan a service measuring the sales increase generated by each of its promotional events.

Integrating marketing tools facilitates location of new construction

Published
March 1988
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
FountainPlace is a mixed-use development that will occupy one million square feet of retail, hotel and office space. Integrating all of these different aspects into a single development required vast market research by JMB/Federated Market Research Co. Complicated statistical models were used to analyze emerging and changing demographics within market areas to pinpoint future opportunities.

Site analysis support main function of Dayton researchers

Published
March 1988
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
About 30 percent of the research department’s time within the Dayton Hudson Corporation is spent traveling and perusing potential markets to penetrate with new stores. On-site research provides essential information for the analysts to understand broad issues related to a specific market's economy.

Research helps maker of gardening containers expand its product line

Published
October 1990
Author
Quirk's Staff
Abstract
To determine the marketing potential of an indoor planter product, researchers applied a variety of research methods: a review secondary research, trade publications and sales materials; retail audits; in-store interviews; consumer and trade member interviews; and telephone interviews with retail buyers and distributors.

Research with drug store shoppers shapes advertising for Standard Drug

Published
March 1992
Author
Quirk's Staff
Abstract
Standard Drug Company conducted a three-phased research program to determine its marketing strategy. To compare service levels among competitors, in Phase 1, participants shopped at Standard drug and its competitors, completed a questionnaire and participated in focus groups. The results of the first phase led to the development of 16 drugstore concepts that were tested using focus groups in Phase 2. The final phase applied a quantitative approach using telephone surveys of selected households.

Focus groups tell Ethan Allen its redesigned logo stylishly combines the old and the new

Published
November 1992
Author
Joseph Rydholm, Quirk's Editor
Abstract
Ethan Allen conducted focus groups to create a logo that communicated the changes at Ethan Allen while preserving existing customer loyalty. The focus groups gathered input from long-term customers, recent customers and potential customers.

Evaluating customer service over the telephone

Published
November 1992
Author
Illona Guzman
Abstract
Shopper studies usually involve in-person visits. However, when a prospective customer is looking for a new bank, or an auto parts store at which to buy an accessory, or even a restaurant at which to dine that evening, the decision is often made from the telephone conversation. This article explores potential applications of telephone shopper studies to provide information about this aspect of service.

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.

Customer research drives sales, promotions at Minneapolis mall

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.

Mystery shopping fuels Texaco's employee excellence program

Published
January 1996
Author
Lisa Heutel
Abstract
Mystery shopping has been growing in popularity. This article discusses that growth and how Texaco used mystery shopping to research its excellence program, Building Tomorrow Together, by reviewing each of its wholesale and retail gas stations and truck stops.

VeriFone conducts wide-ranging international research project to develop new product concept

Published
November 1996
Author
Joseph Rydholm, Quirk's Editor
Abstract
VeriFone used international quantitative research to assess the viability of a new product.

Why marketers should care about reaching women online

Published
January 1997
Author
Amy Yoffie
Abstract
Online marketing has focused on men. This article discusses how marketing is missing the mark in terms of reaching women and how doing so is to companies' detriment.

Women offer tips to make Internet commerce more appealing

Published
June 1997
Author
Amy Yoffie
Abstract
Research Connections Inc. conducted quantitative on-line research to better understand current women shoppers and how to attract more women to Internet shopping.