Product Marketing Research

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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... March 2010: News and notes on marketing research: what Twitter reveals about mood and food; Domino's pizza revamp; Alice.com online storefronts
Trade Talk: New-product survey plumbs consumer mind-sets: A look into the top products of 2009 and what they can tell researchers about upcoming trends.
Brazilian hair care firm Beleza Natural thrives by keeping close to its roots: On-site visits help researchers understand the icons and ideals used by a Brazilian hair care firm to both inspire and form a bond with its working-class customers.
Data Use: Telling the future from the past: predictive versus classical statistics: This article compares and contrasts predictive and classical statistics, making the case that predictive methods offer an effective way to use current data to make statements about future data.
How online observational techniques help qualitative researchers keep pace with the speed of consumers: Honda (UK) used Web-based usability and ethnography techniques to fine-tune the interface of its Web site’s used-car-buying section, allowing it to make a number of adjustments and better understand car seekers’ preferences.

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There are 216 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Data Use: Multidimensional scaling for market research: Multidimensional scaling is a powerful tool that helps market researchers determine brand or product position, or find market segments. This article discusses MDS, providing multiple examples, including metric and nonmetric.
Refining service: Mystery shopping has been growing in popularity. This article discusses that growth and how Texaco used mystery shopping to research its excellence program, Building Tomorrow Together, by reviewing each of its wholesale and retail gas stations and truck stops.
Discrete choice modeling in pharmaceutical marketing research: This article discusses discrete choice modeling in pharmaceutical marketing research, including the difference between a conjoint study and a discrete choice study, what a discrete joint analysis does, validation and simulation, and limitations.
By the Numbers: Practices you can trust: An overview of the use of online conjoint analysis and its capabilities.
The value of 'practiced ignorance' in cultural research: When it comes to ethnic and cross-cultural research, there are plenty of “experts” who will tell you how difficult it is. The situation isn’t as tough as the experts make it out to be, but worse! This article discusses applied ignorance in cultural research, referring to a consumer-products study focusing on Indonesia.

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Related Glossary Terms

Advertising research: The category of research involving advertising and including research on ad concepts, design, exposure, recall, communication, persuasion, response and sales response.
Product testing research: Tests conducted to obtain the reactions of targeted customers to working versions of a product. The tests determine if the product performs as described and how and by whom the item is used, as well as whether it satisfies the market need.

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Related Associations

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Related Events

REINVENTING CPG AND RETAIL SUMMIT: March 22-24, 2010; IRI will hold its annual summit, themed 'Reinventing CPG and Retail,' on March 22-24 at the J.W. Marriott San Antonio Hill Country in San Antonio.
FUSE: RECLAIM THE FUTURE: April 14-16, 2010; IIR will hold a conference focused on design and culture and brand identity and packaging on April 14-16 at the Trump International Hotel and Tower in Chicago.

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