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Marketing Research Articles Related to Social Media Research

Marketing Research Articles Related to Social Media Research

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Researching online communities

Published
December 2008
Authors
Deanna Lawrence and Susan Meier Roth
Abstract
Creating an online community allows a company to understand consumers' experiences and hear their stories in their own words. This article explores some of the types of research that can be conducted using communities and offers guidance on how to get the most value from a community-building effort.

The multicultural world of social media marketing

Published
June 2009
Authors
Felipe Korzenny and Lee Vann
Abstract
The authors present findings from a survey of social media usage among ethnic groups and argue that as these outlets become more and more a part of multicultural consumers’ lives, companies that incorporate them into their marketing plans will earn the loyalty of these segments.

Firms are going multi-platform to get their messages out to multicultural youth

Published
April 2010
Author
Amy Henry
Abstract
Using examples from brands like Hot Pockets, McDonald’s and Dr. Pepper, the author shows how some marketers are seizing on Web- and mobile-based methods to target Hispanic and African-American youths.

In Case You Missed It... July 2010

Published
July 2010
Author
Quirk's Staff
Abstract
News and notes on marketing and research: new sarcasm algorithm; focus group for lefties; Millennials and social networking addiction

Marketing research within the financial services sector

Published
October 2010
Author
Doug Cottings
Abstract
To keep pace with market and societal shifts and changes, the financial services industry has had to use a variety of marketing research approaches, including emotional measurement and social media, to understand consumers’ relationship with their money.

The psychology of Facebook: what teens want from your brand online

Published
October 2010
Author
Amy Henry
Abstract
When marketing to teens and tweens via social media, it can be more valuable to show young participants what the mean to the brand instead of focusing on what the brand means to them. A look into the minds of youths reveals a desire to be heard and, more importantly, to fit in.

How NOT to create a social networking strategy

Published
October 2010
Author
Quirk's Staff
Abstract
As businesses of all stripes clamor to get their piece of the social media pie, many are finding their efforts falling flat. So while each business should create a carefully-tailored plan of action of its own, there are a few things all professionals would do well to avoid when finding a place in the Social Nation.

How consumers’ comfort with sharing via social media can help qualitative researchers

Published
December 2010
Author
Burt Leiman
Abstract
The rise of social media has had the added benefit for researchers of making it easier - and more socially acceptable - for respondents to go public with thoughts and feelings they might previously have kept hidden. Here’s how to make the new openness work for you.

In Case You Missed It... December 2010

Published
December 2010
Author
Quirk's Staff
Abstract
News and notes on marketing and research: 2010 holiday trends; feelings on social networking; Gap's crowdscourcing gaffe

The 'why' behind the buy: Black Friday and Cyber Monday 2010

Published
December 2010
Author
Quirk's Staff
Abstract
Fort Washington, Pa., research company ListenLogic employed its social media listening methodology to analyze public online conversations throughout the Black Friday and Cyber Monday shopping period to understand how consumers think about, prepare for and act upon Black Friday and Cyber Monday shopping and how these behaviors differ.

Use these five Web-based approaches to shrink your research timelines, costs

Published
January 2011
Author
Andrew D. Cutler
Abstract
This article outlines the pros and cons of a handful of online research techniques, from text-message-based surveys to Web-assisted phone interviews.

Trade Talk: What’s keeping researchers awake at night?

Published
July 2011
Author
Joseph Rydholm, Quirk's Editor
Abstract
Editor Joseph Rydholm dives into the verbatim responses from Quirk's annual salary survey.

Researchers weigh in on the past 25 years and opine on the next

Published
October 2011
Author
Joseph Rydholm, Quirk's Editor
Abstract
Research veterans give their views on what the industry’s done right - and wrong - over the past decades and what we can expect the future to hold.

Fusing ethnography and interrogational research into a new modality for health care research

Published
October 2011
Authors
Lynn Ford-Somma and Peter Simpson
Abstract
Fusing ethnographic and traditional research methods can help health care researchers better understand patients’ viewpoints, uncover how treatment decisions are made and develop more effective positioning and messaging strategies.

Improving continuous improvement with maximum difference scaling

Published
October 2011
Author
Michael S. Garver
Abstract
To perform better, companies need to know what’s most important to consumers. The author outlines how to use max-diff to identify improvement priorities.

Craving a connection: Consumers favor retailers that speak to them

Published
October 2011
Author
Quirk's Staff
Abstract
A consumer study reveals the positive impact of a retailer establishing an emotional connection with consumers.

Cheap and easy: lead-generation in the digital age

Published
October 2011
Author
Paul Kirch
Abstract
The author discusses how to generate leads via various digital means without breaking the bank.

Seeking the right blend: Part I: What happens when you mix panel respondents and social network respondents?

Published
November 2011
Authors
Steven Gittelman and Adam Portner
Abstract
In part one of a two-part article, the authors examine findings from an experiment in which sample from an established panel was blended with sample drawn from a social network population.

Seeking the right blend: Part II: What happens when you mix panel respondents and social network respondents?

Published
December 2011
Authors
Steven Gittelman and Adam Portner
Abstract
In part two of a two-part article, the authors examine findings from an experiment in which sample from an established panel was blended with sample drawn from a social network population.

In Case You Missed It... December 2011

Published
December 2011
Author
Quirk's Staff
Abstract
News and notes on marketing and research: Facebook offers that deliver; Lego crowdsources