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Quirk's Marketing Research Review Articles

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Getting a clearer picture

Issue
February 2006
Authors
Wes Combs and Bob Witeck
Abstract
While the gay market has long been seen as one with massive buying power, this article argues that gauging the market’s size is difficult and that buying power is sometimes difficult to quantify.

Market structure analysis

Issue
June 2001
Author
Steven Struhl
Abstract
This article examines market structure analysis, including a comparison of marketing and economic methods and discussions of defining a market, getting to an overall market structure, marketplaces versus study of important groups, market structures, and market structures versus market segments.

Polaroid “checks out” the users of its professional films

Issue
November 1989
Author
Quirk's Staff
Abstract
Polaroid used ResponseCheck, which combines an incentive with a survey, to profile professional film users by market in an effort to learn which film types were most used in each of the markets and with what applications.

A Mississippi trade organization uses research to help its farm-raised catfish catch on with consumers

Issue
October 1989
Author
Quirk's Staff
Abstract
The Catfish Institute uses an ongoing telephone study with hundreds of households in different regions of the country, research regarding catfish nutrients, a regular survey of retailers in 12 markets nationwide, and focus groups in its marketing efforts.

Research encourages a comprehensive re-design of Blue Nun packaging

Issue
October 1989
Author
Joseph Rydholm, Quirk's Editor
Abstract
After conducting taste tests that confirmed that packaging was a factor in declining sales, Blue Nun wine held extensive focus groups with current and past consumers and competitive brand purchasers, as well as shelf tests, in its package re-design process.

Mail survey tests awareness of chiropractic technique

Issue
June 1989
Author
Joseph Rydholm, Quirk's Editor
Abstract
Activator Methods, Inc. surveyed a random sample of 1036 chiropractors nationwide via mail to determine its position in the chiropractic marketplace.

Trade Talk: Book provides valuable insight into U.S. lifestyles

Issue
March 1989
Author
Joseph Rydholm, Quirk's Editor
Abstract
This article reviews The Clustering of America, a book by Michael Weiss that examines the United States through the lens of PRIZM, the target marketing system develop by Claritas Corp. that uses U.S. Census Bureau data and other information to create 40 distinct lifestyle depictions of 250,000 U.S. neighborhoods.
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