Advertising Market Research

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.

A report on the Confirmit Market Research Software Survey

Among the highlights in this recap of the annual study of software and technology usage by research companies are ongoing struggles with survey length and a marked commitment to quality control.

By the Numbers: Using smart analytics to recharge your tracking studies

Tips for getting tracking studies back on track when results don’t make sense or the findings stop making an impact.

More than an activity: How passive 'shopping' is changing the path to purchase

This article examines the digital qualitative work Communispace conducted with the Advertising Research Foundation to uncover and explore consumers' "unconscious" shopping behavior and discusses how online and offline influences contribute to brand perception.

The benefits of marrying two complementary research approaches

The author explores her company’s experiences with combining qualitative and quantitative methods, with the goal being to capitalize on the strengths of both types of research.

The power of prediction markets

What’s the allure of prediction markets? Do they work? If so, how? Should researchers be interested?

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Related Articles

There are 303 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

In defense of digital: eliminating concerns surrounding digital research

Making the decision between traditional and digital research can be difficult and many are skeptical of the benefits digital methodology offers. The author explains the differences; discusses three common concerns surrounding digital research adoption; and sites supporting case study examples.

Using discrete choice models to measure brand equity

Brand equity is one of the more popular concepts in marketing today. This article discusses brand equity, including its measurement and the use of discrete choice models as a better measurement tool.

A look at four important methodological questions for online research

The impact of several online research practices - including sending survey reminders, use of generic survey invites and excluding partial completes - is examined, with the aim of developing methods to improve statistical rigor.

Reports provide data on effectiveness of print advertising

McGraw-Hill Research’s Laboratory of Advertising Performance has developed considerable information on the effectiveness of print advertising. This article highlights some of that data.

A fresh approach

Grant/Jacoby developed new advertising for Stokely USA based on research using focus groups and storyboard tests. To test the impact of the new campaign, researchers used customers’ claimed past three-month purchases and attitudinal shifts.

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Related Suppliers: Research Companies from the SourceBook

Click on a category below to see firms that specialize in the following areas of research and/or industries

Specialties

• Advertising Claim Substantiation
• Advertising Effectiveness
• Advertising Impression Studies
• Advertising Research
• Advertising Tracking
• Advertising/Communication Consultation
• Commercials Testing
• Concept Development
• Concept Optimization
• Concept Research
• Concept Testing
• Copy Development Research
• Copy Testing
• Copy Testing-Online
• Eye Tracking
• Facial Coding
• Graphics Research
• Hybrid Research (Qual/Quant)
• Software-TURF Analysis

Industries

• Advertising Agencies
• Public Relations

Conduct a detailed search of the entire Researcher SourceBook directory

Related Suppliers: Moderators

Click on a category below to see moderators who specialize in the following related industries, markets and audiences

• Advertising Agencies
• Public Relations

Conduct a detailed search of the entire Moderator directory.