Using A Demographic Database In Market Research

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There are 5 articles in our archive related to this topic.

Databases help companies with target marketing efforts: Market research suppliers, like National Decision Systems of California, are helping businesses keep up on customer demographics quickly and easily. Aetna Life and Dunkin' Donuts are among the NDS success stories.
A picture is worth a thousand words: Midland bank represented its market penetration through a series of maps with different transparent overlays representing pertinent variables. These maps integrated market penetration data with U.S. census geography and income files and cartographics. In addition to documenting Community Reinvestment Act compliance, the maps provided a tool for both marketing and product development.
Data Use: Getting your money's worth with virtual targeting: Virtual targeting uses a blend of statistical techniques that identify the distinguishing characteristics of the target group and then build a linear equation that can be applied to records of the group to achieve a sortable, analyzable score. The article focuses on the example of a political candidate hunting for possible voters.
Data Use: Marketplace segmentation by demographic characteristics: Researchers today have an abundance of information and sophisticated tools with which to work. Still, the best trained statisticians are not always clear how best to use these materials and methods. This article addresses geo-demographic clusters, which are marketed by their developers as the definitive answer to market-segmentation problems.
Bridging the gap: 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.

Recent Articles

Below are the 5 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

Sponsored White Paper: 11 Easy Ways to Improve Your Survey Response Rates: You can learn a lot from your customers and employees - if you can get them to fill out your survey. Surveys are a powerful and cost-effective way to not only gather information, but also identify and diagnose problems as well as uncover any new and emerging opportunities. However, one of the biggest challenges that many companies face in conducting surveys is getting enough people to take their survey (i.e. getting a high enough response rate) to ensure that their survey results are accurate. While there is no single, silver bullet for improving response rates, there are some easy steps that companies can take that, when combined, will help them improve their survey response rates. This white paper from Allegiance discusses what those steps are.
Seeking the right blend: Part II: What happens when you mix panel respondents and social network respondents?: 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.
Seeking the right blend: Part I: What happens when What happens when you mix panel respondents and social network respondents?: 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.
Data Use: Culture-based scale response bias among Hispanics: The author reports on findings from a test of six studies to examine scale usage by Hispanic respondents.
Ethnic marketing: Can researchers be agents of social change?: Ethnic marketing and research can be an effective way to target and ad and empower ethnic communities themselves by revealing their collective buying power, but the practice of ethnic market segmentation can also be divisive and exclusive. The author calls on researchers to check their biases and revisit the ethnic marketing model.