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Marketing Articles: Market Research

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  • Gays, Lesbians Like Blogs, Social Networking
    More than half (55%) of gay and lesbian Americans read blogs, compared with only 38% of heterosexuals. They also use social networking sites more than their heterosexual peers. more
  • Industry Reputations Take a Beating
    The reputations of several industries—car manufacturers and banks prominent among them—plummeted in the last year. more
  • Kids Influence Back-to-School Buys
    A recent study identifies the back-to-school items parents are most likely to buy and the best channels to use to reach kids. more
  • Refocus That Focus
    Sad but true: The use of focus groups to determine consumer preferences has lost favor in recent years. Why? Because "consumers have clear cognitive models of what to do when they're part of focus groups, which makes their answers sound canned and sterile," says Gavin Johnston in an article at ... more
  • Use Surveys to Get Close to Your Customers
    by John Wechsler
    We all know that it costs less to keep a current customer than it does to acquire a new one. As budgets continue to be pinched and resources diminish, businesses would do well to stop looking at past and future customers, and focus some love and attention on the customers ... more
  • RU Linked in or Left out?
    Heads-up: It's time to take a fresh look at LinkedIn. That's what Diana Huff says in a recent guest post at the Savvy B2B Marketing blog. "In the last year or so, LinkedIn has significantly increased its functionality," she reports, "making the business networking site a great way to gather ... more
  • When Silence Speaks Volumes
    Finding the right people for your marketing team can be a challenge, especially when you check references and find that former employers are guarded in their comments. "[I]f a candidate is less than outstanding," says Douglas Hanna in a post at the Service Untitled blog, "a lot people are hesitant ... more
  • Lessons From a Cardboard Box
    Mark Brownlow of Email Marketing Reports says he learned a thing or two while working in a cardboard-box factory as a teenager. "The first was the importance of proofreading," he says. "There are not a lot of alternative uses for 200,000 boxes advertising ‘Premium banannas.’ " Another lesson was the ... more
  • Win, Lose or Draw
    In a Pro article at MarketingProfs, Laura Patterson says you shouldn't think of win/loss analysis as a customer-satisfaction survey. Rather, she explains, it's "a process for differentiating why one sales effort wins and others fall short of the mark, and the intent of the analysis is to adjust go-to-market strategies ... more
  • Rethinking the Focus Group
    by Gavin Johnston
    The focus group has lost favor in recent years as marketers seek a more experiential process for gathering customer insights. Although it has lost some luster, the focus group still holds the potential for providing powerful, usable insights. The trick to moving it from something parodied on sitcoms to a credible ... more
  • Brand-Switching: Less Risk = More Switch
    Frugal American consumers have forsaken their favorite national brands in the case of many food and household, health, and personal-care products, but they are reluctant to switch to store brands on purchases for children and pets. more
  • B2B Marketers Latching Onto Social Media
    Most B2B marketers have begun using social media and more of them are planning to use "newer media" than ever before, according a new study by BtoB magazine and the Association of National Advertisers. more
  • Pew Report: Internet Use in the Recession
    Nearly 7 in 10 Americans (69%), or 88% of US Internet users, have used the Internet to cope with the recession, according to a new report from the Pew Internet & American Life Project. more
  • Four in Ten Email Marketers Don't Test
    Despite the importance of testing in making decisions and proving campaign ROI, more than one-third of email marketers (37%) aren't testing at all, according to an eROI study. more
  • I'm Not Afraid When I Hold You
    Countless reports have connected brand loyalty with status-seeking (think luxury cars), but a new study says some consumers' connections to brands stem from a far deeper source: their own insecurities. In the study, researchers asked a group of MP3 owners a few very serious questions and requests, such as: Please ... more
  • Ads Interesting, Not Influential; TV Ads Most Helpful
    Despite being daily exposed to dozens of ads—including on television, in print, and on the Web—most Americans (55%) say they find advertising to be interesting ("very" or "somewhat"), though fully 41% say it is not interesting, a recent poll found. more
  • Bada-Bing! Microsoft Scores Search Share
    Google accounted for 74.04% of all US searches conducted in the four weeks ended June 27, followed by Yahoo Search at 16.19%, the recently launched Bing at 5.25%, and Ask.com at 3.15%, Hitwise reports. more
  • I Predict a Sunny Day
    "Predictive analysis has a long and profitable history with direct mail," says Arthur Middleton Hughes in a Pro article at MarketingProfs. "Millions of dollars have been saved by focusing on those customers most likely to buy—and not mailing to those who are unlikely to be interested." Only recently, though, have ... more
  • Americans Getting Entertainment News Online
    Nearly 55 million Americans (some 28% of US Internet users) visited an entertainment news site in May 2009—a 7% increase from a year earlier—with omg! and TMZ the leading sites in terms of unique visitors and video views. more
  • Execs: Need to Overhaul Risk Management
    The vast majority (85%) of surveyed corporate executives agree that they need to overhaul their approach to risk-management if the lessons of the economic crisis are to be used to improve business results, according to results of an Accenture study released today. more
  • Three Essential Market-Research Methods in an Online Community
    by John Kembel
    How much do you know about your customers right now, at this moment? A lot of companies can show you composite profiles that describe their target customers, including job titles, needs, obligations, and goals. No doubt about it: It's important to know those things. But relying solely on such information to ... more
  • iPhone Tops Blackberry in Smartphone Loyalty
    Nearly 4 in 10 Blackberry and other smartphone users (38%) would switch to Apple's iPhone as their next smartphone purchase, but only 14% of non-Blackberry smartphone users would switch to a Blackberry. more
  • The Budget-Cutting Blues
    "[T]he degree of uncertainty in business and consumer markets has soared," says John Quelch in a post at Harvard Business Online. "Yet, to conserve cash, most firms are reducing spending on the market research that would help manage that uncertainty." He reports that spending has dropped for four straight quarters, ... more
  • Marketing in a Recession: What Do the Studies Really Tell Us?
    by Christian Shea
    Have you heard this one? "All the research shows that companies that spend on marketing during a recession come out ahead of the competition as the economy rebounds." It's a catchy buzz phrase—and if people believe it, even better. But here's the thing: What research, exactly? more
  • Have We Got the Answer for You!
    If you've never visited the MarketingProfs Know-How Exchange—or if it's been a while—why not stop in to see how the community responds to a host of topics, both in real time and in the vast archive of past conversations? Take the case of one MarketingProfs member, Kayle, who recently requested ... more

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