Auto Industry

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.

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.

Applying facial coding to ad testing

A look at the results of a study that used facial coding to test the sales effectiveness of automobile ads shown during Super Bowls.

Improve your research reporting with visual mapping

Using automobile manufacturers as an example, this article offers an overview of correspondence analysis, preference mappings and biplots, showing how visual graphics can improve research reporting.

In Case You Missed It... November 2012

News and notes on marketing and research: Trading up brands; Volvo's crowdsourcing campaign

The international language of value

A report on a study of international consumers and how they define value and the importance they place on it.

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Related Articles

There are 71 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

A Newsweek survey reveals the factors that drive compact truck

Newsweek surveyed buyers of the 38 compact truck models for 1989 that were available in late 1988 using an eight-page questionnaire to provide a database about buyers, their vehicles, and the purchase process they automotive industry can use as a tool to better serve future buyers. This article is a review of the key elements in the process of buying a product that becomes a major reflection of the owner’s personality—in this case, a truck.

Igniting the Sunfire

Pontiac used qualitative research to develop advertising for the new Sunfire. Specifically, respondents created 20” x 20” collages prior to the focus group that reflect their relationship with their car.

Applying facial coding to ad testing

A look at the results of a study that used facial coding to test the sales effectiveness of automobile ads shown during Super Bowls.

On the right track

General Motors sent buyers of new GM cars and trucks a mailed customer satisfaction survey six months after the purchase of their vehicle to measure customer satisfaction with the services of the dealer who sold the car or truck and satisfaction with the vehicle. Survey results were tabulated and reported monthly to each dealer as part of GM's Customer Satisfaction Index (CSi) program.

The ignored importance of brands in the American auto industry

With domestic automakers attempting to rise from the ashes, the author argues that a renewed focus on branding could play an important role in restoring a sense of vision and viability to the industry.

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