The utilities industry has seen a great deal of consolidation, restructuring, and deregulation of late. Any one of these events has the possibility of negatively affecting the level and quality of service. As this paper shows, it is also critical to understand the different customer segments and the level of attention required to maintain satisfaction.
Regardless of the length and complexity of a survey, the overarching task is to glean actionable business recommendations from the research you implement.
This paper presents a case study to demonstrate how you can steer through what may seem like too much data, using a technique we call multidimensional segmentation the intersecting of multiple segmentation solutions driven by different consumer characteristics and attitudes. The development and introduction of a new product is an inherently risky venture. In an effort to reduce the risks associated with new products, the forecasting of year-one sales has become an established practice within the marketing research industry.
The goal of this article is to take a bit of the mystery out of the methods used to derive year-one sales forecasts for new consumer packaged goods. Every change in the marketplace creates opportunities for successful new products. This is the creativity of innovative individuals with relevant product category experience.
Hyper-creatives can help generate hundreds of new product ideas to keep companies driving forward through tough economic times.
A look at the difference in health and nutrition attitudes and behaviors between heavy restaurant visitors and light restaurant visitors. Messaging and positioning choice modeling is recommended when the primary research objective is to obtain information that would allow a company to develop the most effective communications message to consumers, maximizing attraction to its specific brand, product line, store, or department within the store.
A look at using advanced analytics, including perceptual maps, in determining the brand positioning in the minds of consumers. The article includes a perceptual map of national restaurant chains. Rather, positioning should be thought of as an element of strategy, a component of strategy, not as the strategy itself.
This article will examine the basis of positioning from a nontechnical perspective, exploring the conceptual foundations of positioning and developing some prescriptive recommendations for marketers. Much has been written about how to conduct qualitative research that is, the techniques of moderating and interviewing , but comparatively little has been published about the far more important task of analysis and reporting. The purpose of this primer is to share some basic ideas on how to achieve the greatest learning and the most profound insights from qualitative research.
While many quantitative methods are utilized in package design research, sometimes we overlook the importance of the softer side of research—the qualitative techniques. So, the purpose of this article is to share some basic ideas and best practices for the use of qualitative research as a component in the package-design research plan. A Quality Promise system helps you establish accountability with your manufacturers and upgrade the quality of your private brands over time.
The analysis of survey data is a massive topic, and most of this exotic landscape is beyond the purview of this article. The purpose of this paper is to offer some suggestions for the novice researcher, but even those with experience might find one or two of the tips useful.
Derived importance is a hammer that, if aimed wrong, can hit not the nail, but the fingernail. This piece discusses the assumptions and the limitations of derived importance in order to help market researchers and marketers make thoughtful decisions about whether and when to rely on them.
Over the past decade or so, many corporations have renamed and repositioned their research functions. What used to be called the marketing research is now often called consumer insights. This renaming and repositioning of the marketing research function might well be a great strategic marketing blunder. Read the French Version of Research Defanged. Diabetics constitute a very large market, with the health and nutritional choices of as many as 20 to 25 million households influences by one or more members suffering from diabetes.
American consumers utilize financial services from a wide variety of sources. The notion of a bank is dramatically different than it was 50 years ago and is going to change even more in the near future. The two most common methodologies used in neuromarketing are electroencephalography EEG , which measures changes in brain waves, and functional Magnetic Resonance Imaging fMRI , which creates images of the brain based on the flow of oxygen in the blood. Although there may be an intuitive appeal to the concept of using brain imaging techniques to expose customer motivations, a critical analysis suggests that the financial and intellectual yield of neuromarketing research remains entirely unsubstantiated.
We will soon see how the public responds to the Leaf and Volt, but consumer reception given to hybrid vehicles to date has been less than enthusiastic. A look at how new vehicle intenders view hybrid vehicles. No company or corporation can do much about the financial panic, credit contraction, or recession. But while times of turmoil pose great threats to a business enterprise, turbulence also creates opportunities. If only companies could find a Silver Bullet to solve all their woes.
If you are using the Silver Bullets correctly, you improve your odds of success and also position your company for greater gains when the economic crisis draws to an end. Innovation is legitimately hard to predict. But there must be a way to gain a clearer picture of an unknown future. Based on in-depth studies of 20 innovation stories—both successes and failures—we propose a six-question framework that helps companies gain a clearer picture up front of what factors they must consider to make their innovation efforts successful.
Forecasts of future social trends can only be developed with an understanding and utilization of underlying demographic and economic trends. Focus groups are rarely predictable. Sometimes groups know embarrassingly little about a given topic.
Expect the construction industry in Texas to grow by roughly 6 percent overall and at least 5 percent in all but a few sectors in , unadjusted for inflation. The market is changing, and the time has come to redesign the package of that old established brand. A look at what different research techniques that could help your business avoid the next speculative meltdown.
The future belongs to the informed, to the rational, to those who make decisions based on objective, research-based realities. Perhaps nowhere in the marketing domain is our thinking more fuzzy and flawed than the on-going debate between the Rational and the Emotional.
And, as with so many other topics, we all tend to copy what others are saying and writing—without stopping to really think about what it all means or implies. This paper presents a series of preventative measures that researchers can and should take to reduce vulnerabilities of survey cheaters. The measures are based on consumer behavior, statistics, and psychology theory with empirical support.
The measures have also been successfully utilized in practice by Decision Analyst and other professional research firms. Green, or renewable, energy sources—biothermal, solar, wind, and others—are emerging, but too slowly to as yet make a noticeable impact on U. The Internet represents a major paradigm shift that will dramatically change the marketing and advertising landscape, but it has also brought forth new research capabilities to help businesses adapt to and exploit the tectonic changes now underway.
The Net Promoter Sscore is not a magical formula, but a flawed formula that loses much of the information in the original answer scale. The idea that there are factors that, singly and in combination, drive innovation successful innovation in particular has just begun to be discussed. An effort to understand innovation drivers—those factors that motivate and shape innovation efforts, and in no small way determine their success or failure—seemed to us to be a promising way to discover what factors make for success and failure in innovation.
In-depth research of homeowners verifies the importance of HVAC contractors becoming indoor comfort experts and personal comfort advisors. Are you consciously aware of the image you project? Is your image geared toward success? A look into online ethnography. This article describes what online ethnography is and how to analyze it. Internet research has its skeptics but continues to grow at a fast pace, providing believers with a valuable alternative to traditional data-collecting sources.
If you would like more information on Marketing Research, please contact Jerry W. Thomas by emailing jthomas decisionanalyst. Marketing Research White Papers Free white papers and articles on different marketing research techniques. A New Debate by Bruce Crandall.
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The Plum Print next to each article shows the relative activity in each of these categories of metrics: Captures, Mentions, Social Media and Citations. Go here to learn more about PlumX Metrics. Incorporating hidden costs of annoying ads in display auctions.
The ugly side of customer management — Consumer reactions to firm-initiated contract terminations. A framework, review and research agenda. Special issues published in International Journal of Research in Marketing.
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Marketing Research Paper – Kudler Fine Foods University of Phoenix MKT Allan Hopkins In the current retail food industry there are numerous competitors fighting for the same dollar. It is important for each company to identify their target market.
If you are tasked with a research project for a marketing class, be sure to follow our manual given below. It will get you on the right track. Free white papers and articles on different marketing research techniques. Topics range from advertising research, to innovation, to concept testing and product testing, to win-loss evaluation. These articles detail the best practices for research. All articles were written by marketing research .
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