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Marketing Research Articles Related to Word-of-Mouth Research

Marketing Research Articles Related to Word-of-Mouth Research

Showing items 1-14 of 14.

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A framework for understanding ad effectiveness

Published
April 2009
Author
Isabelle Albanese
Abstract
The author outlines her 4Cs of Truth in Communications process to explain how it can help frame and inform ad research projects. Marketers can use the concepts of comprehension, connection, credibility and contagiousness to make sure their ads resonate with consumers.

Blog mining - another tool for the research professional

Published
January 2008
Authors
Hugh Davis and Mike Oberholtzer
Abstract
Blog mining, or the tracking and analyzing of what consumers are saying about your brand on the Web, is a worthwhile undertaking and can generate insights unlike those found though traditional research methods. When used in concert with those methods, blog mining can add a valuable component to a firm's overall research program.

Consumers trust what their friends Like

Published
May 2011
Author
Quirk's Staff
Abstract
When it comes to showing support for local businesses and passing the word on, the Facebook "Like" feature is gaining ground over written reviews but face-to-face recommendations carry the most weight.

How and why to research word of mouth

Published
December 1996
Author
George Silverman
Abstract
While word of mouth can destroy a product or make it wildly successful, it is often neglected. This article discusses the importance of word of mouth and how to research it.

In Case You Missed It... August 2009

Published
August 2009
Author
Quirk's Staff
Abstract
News and notes on marketing and research: Grape Nuts' quest to stay relevant; methods for coping with the recession; chatter tool harnesses WOM buzz

In Case You Missed It... May 2011

Published
May 2011
Author
Quirk's Staff
Abstract
News and notes on marketing and research: word-of-mouth; texting in class

Researchers chart the road ahead for the auto industry

Published
October 2009
Author
Emily Goon, Quirk's Content Editor
Abstract
Three auto industry research experts delve into the damage done to domestics, why some manufacturers were hit worse than others and what ‘value’ will look like on showroom floors in upcoming years.

The role of the Internet in brand discovery

Published
April 2008
Authors
Cate Riegner, Josh Crandall and Jean Durall
Abstract
Based on a wide ranging study of online respondents, the authors detail the roles that the Internet plays in guiding purchase decisions, spreading word of mouth and exposing consumers to new brands. Several product categories are looked at, including travel, financial services and entertainment.

The secrets of word-of-mouth marketing

Published
February 2002
Author
George Silverman
Abstract
This article builds on the author’s article in the December 1996 research issue of Quirk’s. In this article, the author discusses the power of word of mouth and how to research word of mouth.

Tips on measuring crucial social factors in new product research

Published
August 2014
Author
Briana Brownell
Abstract
Briana Brownell explores the roles that our families, friends and other groups play in our choices of and relationships with the products and services we consume.

Trade Talk: I trust you, you trust me

Published
December 2007
Author
Joseph Rydholm, Quirk's Editor
Abstract
A study found that consumers across the globe place a lot of stock in the opinions of other consumers, to the detriment of advertising, when researching product selections.

Trade Talk: The Web drives sales, but not all by itself

Published
July 2008
Author
Joseph Rydholm, Quirk's Editor
Abstract
A Pew study shows that while consumers do rely on the Web for information searches when shopping for products and services, in many cases they also consult in-store salespeople as part of the process.

Using social networks to connect with consumers beyond the customer experience survey

Published
August 2011
Author
Joe Cardador
Abstract
A customer survey is an excellent venue for asking about (and using) consumers’ interest in social media to understand and potentially deepen their relationship with your brand.

Why you should be careful with the Net Promoter Score

Published
October 2011
Authors
John Goodman and Dennis Gonier
Abstract
Customers who are seemingly happy - or are at least not angry - deserve more attention than most companies give them, the authors argue. Despite their apparent satisfaction, these consumers could be poised to sow discontent with your brand.