Auto Industry

We've grouped together all the information our site contains on market research and the auto industry to help you quickly and easily find related articles, suppliers, events, jobs, associations, glossary definitions and more.

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Tags: | Automotive | Automotive Aftermarket | Car Clinics

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.

For shuttered car dealerships, poor satisfaction scores often portended the end of the line: A comparison of satisfaction and sales data shows that as auto dealers find themselves fighting harder and harder for revenues from car sales and repair work, the importance of maintaining customer satisfaction looms large.
When using laddering in B2B research, target your probes effectively: Responding to an October Quirk’s article on using laddering in consumer research, the author adds her own insights on how to make laddering work in the B2B setting by adjusting the process to better meet a busy professional’s mind-set.
How online observational techniques help qualitative researchers keep pace with the speed of consumers: Honda (UK) used Web-based usability and ethnography techniques to fine-tune the interface of its Web site’s used-car-buying section, allowing it to make a number of adjustments and better understand car seekers’ preferences.
Trade Talk: Eisenberg book looks at why we buy
In Case You Missed It... October 2009: News and notes on marketing and research: Tide Basic; Buick revamps brand image; track-happy consumers

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There are 25 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Unlocking the ties that bind: Using a case history example involving automaker Saturn, the authors explore the impact of a consumer’s emotional connection to a brand and present a quantitative approach for measuring it.
Projective technique aims to uncover consumer attitudes: Commercial anthropology is a qualitative technique applied in mini-focus groups or interviews. It involves respondents reacting to a depiction of a brand user by making projections about the user by outfitting that user with items the user would have. The selections stimulate discussion that provides inroads into a user's psyche and belief system. General Motors used this technique to uncover the underlying emotions that differentiated purchase of one specific brand of automobile from another in the "sporty" car market segment.
Natural group interviewing revisited: This article updates a previous article published in Quirk's Marketing Research Review in the December, 1988 issue: "Natural Group Interviewing" by David Pagnucco and Robert Quinn. Natural group interviewing takes into account the explicit interactions that occur in groups of two or more individuals who may play a role in a purchasing decision making process. The Automotive Research Group of Maritz Marketing research included the natural group interviewing (NGI) concept as part of three major product clinics. This article addresses approaches to gathering quantitative and qualitative data when using NGI and issues related to respondent show rates and recruiting when using NGI.
Six questions to ask your supplier about multivariate analysis: The author presents six questions that consumers should ask suppliers of multivariate analysis. Issues addressed include the cleaning and handling of data, the program and process for analyzing the data, the presentation of the final project, and the potential for repeat analyses.
Switching gears: While the paper survey is still popular in the auto industry, it is slowly being replaced by the telephone survey. This article discusses changes in customer satisfaction research in the auto industry, including input from personnel from a variety of auto makers.

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Related Glossary Terms

Car clinic: A car clinic generally involves recruiting people to a central location to view, touch and feel either a specific vehicle, or class of vehicles, and to provide detailed and specific feedback on such things as features and benefits, value, price, product positioning, product utility, specific functionality, or styling.

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Related Associations

ESOMAR

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Related Events

MRA FALL CONFERENCE: November 10-12, 2010; The Marketing Research Association will hold its annual fall education conference on November 10-12 at Walt Disney World in Orlando, Fla.

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