Marketing Research That Pays Off: Case Histories of Marketing Research

Description

From Oreos, Jell-O, raisins, and milk to amusement parks, retail centers, ATMs, and mutual funds, the case studies presented in Marketing Research That Pays Off offer you insight into how actual companies have used market research to successfully solve marketing problems. Editor Larry Percy has collected a series of cases from consumer, service, and industrial marketing executives that provides a... Read more

From Oreos, Jell-O, raisins, and milk to amusement parks, retail centers, ATMs, and mutual funds, the case studies presented in Marketing Research That Pays Off offer you insight into how actual companies have used market research to successfully solve marketing problems. Editor Larry Percy has collected a series of cases from consumer, service, and industrial marketing executives that provides a problem/solution look at how to address major marketing issues with marketing research.

The studies presented cover such topics as communications issues, new product introduction, brand equity, brand positioning, and sales analysis. Because they represent successful applications of marketing research to challenging questions, these cases offer a number of specific lessons. Throughout, Marketing Research That Pays Off shows you how to:

use the right sample for reliable data
reduce the time needed for traditionally multi-phased research
avoid the pitfalls of short-term effects in tracking data
deal with multinational research
use attitude measures to help interpret sales data
involve marketing management to ensure acceptance of results
make effective use of small budgets

The format of each chapter allows the authors to pose a question or present a particular marketing problem and then take you step-by-step through the solution. Actual problems solved include how to improve upon a successful campaign, revitalize a failing retail center, avoid misunderstanding in conducting multinational research, use scanner data to help understand the package goods market, avoid being mislead by short-term effects in tracking data, learn what aspects of a package attract attention and what they communicate, and how to effectively reach both children and their parents with one message--all on a small budget.

It is the unique problem/solution approach to marketing research that makes Marketing Research That Pays Off especially valuable to all marketing research professionals and beginner- to mid-level marketing managers. In addition, the book's easy-to-read presentation of case studies makes it approachable and useful as a companion text for classes in marketing and marketing research. Read less

Introduction
Part I: 1994 David Ogilvy Award-Winning Case History
Case No. 1. Unlocking the Magic of Oreo
Part II: Understanding the Nature of the Problem
Case No. 2. How Magazines Have Used Market Research Effectively to Increase Their Circulation
Case No. 3. Major Retail Center Recovers from Economic Decline Thanks to Market Research
Case No. 4. Marketing Research for Product Development: The History of ATMs
Case No. 5. Local Partnerships: The Strategic Asset in Multicultural Research
Part III: Looking Beyond the “Easy” Answer
Case No. 6. Two Advertising Budgets Compared on Retail Dollars in a Controlled Experiment
Case No. 7. Gaining Insight from Scanner Tracking
Part IV: Getting the Right Measure
Case No. 8. Use of Flexible Moving Averages with Small Weekly Samples to Diagnose Advertising Effects
Case No. 9. Marketing Research Solidifies the Canadian Jell-O Market
Part V: Integrating Measures
Case No. 10. Improving Brand Sales Through a Package Design Assessment
Case No. 11. The DesignLab Paradigm: How Consumer Research Accelerates the Development Process
Part VI: Results Without Spending a Lot
Case No. 12. Measuring Advertising Effectiveness and the Impact of Public Service Campaigns
Case No. 13. The Oppenheimer Fund Story: From 14 Million to 27 Billion
Case No. 14. How Finding the Right Visual Cues Leads to More Effective Communication
Index
Reference Notes Included

Author(s)

Biography

Authored by Winston, William; Percy, Larry

Marketing Research That Pays Off Case Histories of Marketing Research Leading to Success in the Marketplace

Description

Table of Contents

Author(s)

Biography

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