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Marketing Research Articles Related to the Sporting Goods Industry

Marketing Research Articles Related to the Sporting Goods Industry

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Comcast’s Versus channel turned to research to better understand a core audience segment

Published
August 2010
Authors
Jon Last and Christopher Whitely
Abstract
Following a rebranding of its Outdoor Life Network as Versus, which broadened its scope to include other sports, Comcast Networks conducted in-depth research to show advertisers that the channel’s core audience of outdoorsmen was as strong as ever and receptive to ad messages outside of the hunting and fishing categories.

Florida golf school uses neural networks to analyze advertising brochure

Published
March 1995
Author
Quirk's Staff
Abstract
The Ben Sutton Golf School used neural networks to critique new advertising copy. The analysis generated quantitative information in three phases used to evaluate existing and new advertising. The artificial neural network analysis can be a valuable safety-check of copy and design efforts.

How Ping used video and onsite research to understand the driver-purchasing process

Published
December 2012
Authors
Donald Hein and Jon Last
Abstract
Strong collaboration among Ping and its research vendor fueled the creation of presentations that garnered substantial internal attention.

In Case You Missed It... October 2007

Published
October 2007
Author
Quirk's Staff
Abstract
News and notes on marketing and research: Procter & Gamble; Jimmy Dean; Nike; Whole Foods

Maxfli puts a new spin on its golf ball line

Published
May 1997
Author
Joseph Rydholm, Quirk's Editor
Abstract
Maxfli used a variety of qualitative and quantitative approaches to guide logo, packaging and advertising redesign in an effort to create a niche in the multimillion-dollar golf industry.

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.

Trade Talk: How the strong retailers are surviving

Published
April 2009
Author
Joseph Rydholm, Quirk's Editor
Abstract
A report by Kurt Salmon Associates details how companies such as Apple and Trader Joe's have created product and service offerings that resonate with consumers. These retailers share certain operational competencies, which the report explores.

Trade Talk: Research season is year-round at Coleman Co.

Published
October 1987
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
Outdoor outfitter Coleman uses a product-specific questionnaire, Coleman keeps tabs on who's using its products, how it can improve them and if it should start manufacturing new products.