Package 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... June 2008: News and notes on marketing and research: gay and lesbian bloggers; women and gaming sites; dead celebrities and their Q Scores
Begin at the beginning: Rather than blindly approaching a packaging or repackaging effort, marketing research must be used to guide the process by helping to set goals for the new packaging, measure its impact and also fine-tune the design process.
New and improved indeed: Research - both qualitative and quantitative - plays a key role in helping define the impact and benefits of packaging changes. By measuring metrics such as increases in visibility and enhanced product perceptions, the value of packaging changes can be communicated to various stakeholders.
Data Use: Using discrete choice conjoint to validate stated-choice data: Offers ways to validate stated-choice data and compares the pros and cons of standalone questions types.
Maximize your multimedia: A review of current methods of protecting digital media used in online surveys.

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There are 71 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Hierarchical Bayes: Why all the attention: At many technical market research conferences, presenters are advocating a technique called Hierarchical Bayes estimation (HB). This article details what Hierarchical Bayes is, why it is getting all the hype, how it can be used for choice data or problems that have traditionally been analyzed using aggregate regression, and what benefits it provides for ACA part worth estimation.
Absorbing some changes: The James River Corp. used focus groups as part of a nine-month research project that examined all phases of its Brawny brand franchise.
Assessing the monetary value of attribute levels with conjoint analysis: warnings and suggestions: Conjoint analysis is often used to assess how buyers trade off product features with price. This article reviews a common technique for converting conjoint utilities to a monetary scale and suggests a better approach.
Trade-off analysis: a survey of commercially available techniques: Trade-off analysis is a family of methods by which respondents' utilities for various product features are measured. This article discusses trade-off analysis, including basic concepts and the four main types of trade-off: conjoint, discrete choice, self-explicated and hybrid.
GTE tracks business customer approval with BCGS: Customers don’t always let businesses know they are dissatisfied. GTE implemented two survey programs, using both quantitative and qualitative research to track customer satisfaction levels on an on-going basis.

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Related Glossary Terms

Packaging testing: Tests used to gauge reactions by consumers to different packaging approaches.

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Related Associations

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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.
AMA ANNUAL RESEARCH CONFERENCE: September 14-17, 2008; The American Marketing Association will hold its annual marketing research conference on September 14-17 at the Boston Marriott Copley Place in Boston. For more information visit www.marketingpower.com/research.

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