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Quirk's Marketing Research Review Articles

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Craftsmanship for the '90s

Issue
October 1991
Author
Joseph Rydholm, Quirk's Editor
Abstract
3M tested a number of packaging designs for its line of wood care products to make sure that the packaging would communicate key ideas and the benefits to both novice and experienced woodworkers. The computer-generated designs experimented with different names for the products (such as Safe Strip, Strip Safer) and informational taglines below the product name to explain the product benefits. The main research methods used were eye-tracking and one-on-one interviews.

Dollars and scents

Issue
October 1991
Authors
Jim Schwartz, Ph.D. and Gale Muller
Abstract
Newsweek and six other magazines, in association with the Fragrance Foundation, commissioned the Gallup Organization to conduct a survey on the way men buy and use fragrance. The article summarizes the results of that survey, covering market descriptors, purchase motivations and marketing implications.

Finding the hot buttons: a scientific approach to motivational research

Issue
October 1991
Author
Betsy Goodnow
Abstract
This article describes an in-depth interviewing technique to disclose consumer motivations for buying a brand, and it explains how to scientifically analyze the responses.

Using conjoint analysis for price optimization

Issue
October 1991
Author
Richard D. Smallwood
Abstract
To the manufacturer with multiple products in a complex market, setting the prices of all the products in the portfolio can be an imposing task, particularly if the products compete with one another. This article demonstrates how conjoint analysis can help specify multi-product demand function. This leads to techniques for deriving the optimal pricing policy for a portfolio of products within a competitive environment.

Walking a fine line

Issue
October 1991
Author
Joseph Rydholm, Quirk's Editor
Abstract
Using customer surveys, Stiefel Laboratories discovered that some of its soap users purchased the product on impulse rather than on a doctor’s recommendation. With the goal of increasing these impulse buys, the tested two new potential packaging designs. Using a simulated store shelf planogram, researchers determined how quickly the Oilatum box was seen and how long respondents looked at it. Consumers then viewed the designs separately to determine the points on the packaging they noticed first, second, etc. The researchers used eye tracking and verbal interviews to collect data.

Winning isn't everything for teens who play sports

Issue
October 1991
Author
Quirk's Staff
Abstract
The Athletic Footwear Association asked more than 10,000 junior high and high school students about their participation in sports, including their current participation and reasons for participation as well as their intentions to participate.
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