Information About Conducting Media Research

Related Articles

There are 8 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Campaigning for the outdoors

In its quest to be seen as an environmentally friendly oil company, Chevron has had a print and TV campaign, called “People Do.” Communicus, a Santa Monica, Calif., research firm conducts wide-ranging telephone interviews that mask the study’s sponsor and its advertising focus. Respondents give ratings, impressions, and purchase information for a number of companies and their advertising. Re-interviews are done a year later to test ad effectiveness.

Maximize your multimedia

A review of current methods of protecting digital media used in online surveys.

Trade Talk: Research as crystal ball

This column reviews Market Research Matters, a book that argues that in addition to using research in the standard ways, businesses should also use it on a more holistic, macro level, to look down the road at what’s ahead.

Your language, their language, or both?

The role of language - Spanish and English - and language’s impact on media consumption is discussed, as are the implications for marketing research.

Changing minds

Downsizing and decreasing budgets have resulted in many public relations programs needing to justify their existence. This article discusses how to use research to measure PR effectiveness.

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Recent Articles

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

Is storytelling in MR more than just a fad?

Two researchers – one on the client side, one on the vendor side – engage in a spirited back-and-forth on the merits of storytelling.

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