Auto Industry

We've grouped together all the information our site contains on market research and the auto industry to help you quickly and easily find related articles, suppliers, events, jobs, associations, glossary definitions and more.

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... November 2007: News and notes on marketing and research: anti-bacterial products; impact of gas prices; The Lives of Others director
Driving the message home: In South Africa, Budget Rent A Car has used a cell phone-based survey methodology to increase response times to customer complaints and also show that the company follows up on issues important to customers.
Let me show you what I need: Mobile devices were used as the primary data gathering tool in a study that asked mothers to detail the hassles they encounter when transporting their kids. Audio verbatims and digital photographs were among the various forms of documentary evidence submitted by respondents.
A fickle but valuable segment: First-time car buyers are hard to entice but can provide a valuable source of ongoing sales. The article summarizes results from a Polk study that explored the various factors that motivate these consumers.
Unlocking the ties that bind: Using a case history example involving automaker Saturn, the authors explore the impact of a consumer’s emotional connection to a brand and present a quantitative approach for measuring it.

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There are 22 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Ready to get behind the wheel: A great opportunity exists for automakers to target Generation Y. This article presents a study of Generation Y by Synovate Motoresearch, Inc.
Projective technique aims to uncover consumer attitudes: Commercial anthropology is a qualitative technique applied in mini-focus groups or interviews. It involves respondents reacting to a depiction of a brand user by making projections about the user by outfitting that user with items the user would have. The selections stimulate discussion that provides inroads into a user's psyche and belief system. General Motors used this technique to uncover the underlying emotions that differentiated purchase of one specific brand of automobile from another in the "sporty" car market segment.
Trade Talk: It was an eventful Event: A report on the 2004 IIR Market Research Event in San Francisco.
A world of unique challenges: For international marketing researchers, there is really no such thing as a typical week. This article discusses one researcher’s experiences conducting car research in India.
Igniting the Sunfire: Pontiac used qualitative research to develop advertising for the new Sunfire. Specifically, respondents created 20” x 20” collages prior to the focus group that reflect their relationship with their car.

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Related Glossary Terms

Car clinic: A car clinic generally involves recruiting people to a central location to view, touch and feel either a specific vehicle, or class of vehicles, and to provide detailed and specific feedback on such things as features and benefits, value, price, product positioning, product utility, specific functionality, or styling.

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Related Events

AMA SUMMER MARKETING EDUCATOR"S CONFERENCE: August 8-11, 2008; The American Marketing Association will hold its summer marketing educator’s conference on August 8-11 at the Sheraton San Diego Hotel & Marina in San Diego. For more information visit www.marketingpower.com/research.
IIR MARKET RESEARCH EVENT: October 13-16, 2008; IIR will hold its annual market research event on October 13-16 at Disneyland Hotel in Anaheim, Calif. Quirk"s subscribers save 15 percent off standard rates with code: XM2028QuirksWeb

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