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Marketing Articles: Market Research

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  • by Robert Kaden
    So many companies spend $25,000, $50,000 or $100,000-plus on a research study, only to give the results a cursory glance before relegating it to the "I'll get to that later" pile. Research studies usually collect dust because they fail to get the attention they deserve in the kind of format that ... more
  • by Robert Kaden
    After conducting thousands of marketing research studies and asking hundreds of thousands of questions, the author has come to understand one thing: There are no bad questions, only irrelevant ones. In other words, the majority of questions asked are irrelevant. That is, they don't result in answers that lead to ... more
  • by Hank Stroll
    Direct mail remains a successful way to reach customers. The trick, of course, is getting customers to act on the mail. How can a marketer increase response rates? more
  • by Martin Chorich
    In today's increasingly post-literate culture, the idea of a 10-plus page linear narrative may seem out of date. But not so. The role of the marketing/technical whitepaper is on an upswing as companies recognize their effectiveness in communicating with audiences that demand authenticity and detail when making business decisions. The ... more
  • by Wil Reynolds
    Last week, the author hopefully opened your eyes to the importance of staying on top of reviews and posts about your products and services—as well as those about your competition. Here's how to use that information at various levels of your organization to create a better customer experience. more
  • by Wil Reynolds
    Surprise, you no longer own 100% your brand online! Approximately 26% of adult users of the Internet (about 33 million people) in the US have rated a product, service or person using an online rating system. Are you one of them? Probably. More importantly, has your business/organization been discussed or ... more
  • by Wendy Comeau
    Marketers everywhere are tasked with finding out about causation: "Is this advertising causing people to buy more of our lemonade?" "Is our new viral marketing effort causing our brand awareness to increase?" "Would having blonde hair cause me to have more fun?" It's virtually impossible to answer questions about causality ... more
  • by Matthew Syrett
    Existing brand health measures rely almost exclusively on survey data to gather their findings. While surveys are insightful, they are also prone to collection errors through inaccurate recall and distorted response by surveyed consumers. Marketers can do better by creating more-direct and less-biased approaches. Rather than relying solely on survey ... more
  • by Jen Drechsler
    When you are drowning in numbers from your quantitative efforts, talk to women to gain clarity. Remember: women make or influence over 80% of all consumer purchases. So, they are basically your boss. (You listen to your boss, right?) There are eight traps to beware of during qualitative research. If you ... more
  • by Hank Stroll
    This week, add your two pesos to the dilemma: What steps can you take to ensure your email newsletters get through spam filters (and don't bounce back)? Also this week, read your answers to: What do you do when your audience doesn't respond? more
  • by Sally Saville Hodge
    A single op-ed article will not change the way you or your organization is viewed overnight. But combined with other related initiatives, they are an integral part of an expertise-oriented PR program that will help solidify your firm's standing as an expert in its field. more
  • by JeanMarie Peachey
    To optimize campaign performance, you must understand which media is driving response, which creative is most responsive and whether new offers increase response versus previous efforts. You can only draw conclusive results if you are willing to adopt tracking and measurement strategies and tactics prior to launching campaigns. In fact, ... more
  • by Jason OConnor
    Poor Eddie the e-marketer has been plagued by errors in judgment all his life. Although he at least understands the importance of e-marketing for driving traffic to his site, he's like a hamster running on a wheel, wasting energy and getting nowhere. Let's take a look at a few of ... more
  • by Dale Fodness
    A basic role for a marketing researcher is that of intermediary between the producer of a product and the marketplace. The marketing researcher facilitates the flow of information from the market or customer to the producer of the good or service. Such a situation, with three major players—the producer, the ... more
  • by Angi Fisher
    More and more companies around the world understand the importance of really knowing how their customers and prospects view their organizations. They also realize that viewpoints can change quickly. So how do you keep informed of your customers' opinions? How do you know they're continually satisfied? How do you know ... more
  • by Sherri Dorfman
    There was a time, not long ago, when companies could generate new business by simply listening to and following the advice of their investors and business advisers. To remain successful today, however, companies must collaborate directly with their most important stakeholders—paying customers. more
  • by Laura Patterson
    Most businesspeople intuitively know that the key to successful marketing is having a marketing plan—a blueprint for action. But many companies operate without one, focusing instead on the issues of the moment without committing to a long-term strategy. A marketing plan does not need to be complex, but it does ... more
  • by Hank Stroll
    This week: What's the best way to market "invisible" products like services? Join the conversation! Also this week, read your advice on the most effective enticements to convince customers to complete surveys. more
  • by Hank Stroll
    This week, how can you entice more people to consider filling out your surveys? Join the conversation! Also this week: What loyalty programs are most effective at addressing both local and international customers? more
  • by Hank Stroll
    This week: What kinds of loyalty programs are most effective? Also this week: Tired of the same ol', same ol'? What marketing methods can a company use to increase exposure and gain market share? more
  • by Howard Greenfield
    "Neuromarketing" aims to map brain patterns and provide a more direct path to human decision-making. more
  • by Marcia Kadanoff
    Like the parents of Lake Wobegon, a lot of marketing managers seem to live in a place that’s a little disconnected from reality. In that place, for example, every customer is profitable. more
  • by Maureen McNamara
    If you really want to know how your customers feel about your company, you need ask only one question: “Would you recommend us to your family, friends, and colleagues?” more
  • by Hank Stroll, Yvonne Bailey
    his week: What do you do when your boss does not offer feedback? Also, read your answers to: Is brand localization necessary to be successful in foreign markets? more
  • by Ben McConnell
    Overcome the fear of customer feedback and make a bold move toward creating volunteer referrals with these 10 golden rules. more

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