Everything You Need To Understand Word of Mouth Research

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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.

Researchers chart the road ahead for the auto industry: 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.
In Case You Missed It... August 2009: News and notes on marketing research: Grape Nuts' quest to stay relevant; methods for coping with the recession; chatter tool harnesses WOM buzz
A framework for understanding ad effectiveness: The author outlines her 4 Cs 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.
Trade Talk: The Web drives sales, but not all by itself: 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.
Getting to know all about you: 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.

See more articles on this topic

There are 2 articles in our archive related to this topic.

How and why to research word of mouth: 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.
Heard it from a friend: 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.