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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.

In Case You Missed It... December 2014
News and notes on marketing and research: tween accessories; user search engine click patterns
Mobile ethnography let Kraft capture the highs and lows of party planning and hosting
Kraft used mobile ethnography to better understand what it’s like to host a party in one’s home and came away with 16 themes around entertaining as well as a variety of opportunity areas for new product innovation.
The costly impact of implicit questions in doctor-patient conversations
Kathryn Ticknor takes a deep dive into actual doctor-patient interactions to illustrate the disconnects that can occur when the two parties try to talk.
How to address cultural conceptions of illness, health and wellness
The author explores factors in several countries that affect patients’ and doctors’ approaches to health and medicine and their implications for global health care marketing research.
Why marketers should care about the continuing shift in marijuana’s favor
Jennifer Sikora discusses the details of a marijuana legalization opinion study and what the responses mean for marketers.

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Related Articles

There are 504 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Seven tips for a successful recruit for difficult medical market research projects
Medical market research can require a deeper understanding of the respondent than many other types of research. Here are strategies for gaining that understanding.
How do vehicle owners feel about hybrids?
Reports on a survey of hybrid-vehicle owners, which questioned the drivers' reasons for purchase, satisfaction with their purchase, expectations toward gas mileage and preferences for alternative fuels.
Testing product innovations: a case history
Without disclosing the exact nature of the innovation to respondents, General Electric used multiple-part independent research to determine the viability of product innovation.
Data Use: Discrete choice modeling: Understanding a 'better conjoint than conjoint'
Since its introduction 20 years ago as an innovative new way to determine consumers’ true product and service preferences, shortcomings have been discovered with conjoint analysis. This article discusses discrete choice modeling, which was developed as an analytical technique to resolve the problems with conjoint analysis.
Stretched thin: Why $1 million is too much to manage in health care primary research
In this article, the author details the drawbacks of asking full-time employees to manage more than $1 million in health care primary research in a year.

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