Category Archive for: Descriptive Research Design Survey and Observation

Starbucks Stay’ing Local While Going Global Through Marketing Research

Named after the first mate in the novel Moby Dick, Starbucks is the largest coffeehouse company in the world. As of August 2007, there were 6,566 company-operated stores and 3,729 licensed stores in the United States, and 1,613 company-operated stores and 2,488 joint venture and licensed stores outside the United States. The company’s objective is to establish Starbucks as the most…

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Cross-Cultural Content Makes Ad Agencies Content

As of 2009, the United States accounts for half of the world’s advertising expenditures, followed by Japan, which accounts for 10 percent. Content analysis was used to compare the information content in American and Japanese magazine advertising. Six categories of magazines (general, women’s, men’s, professional, sports, and entertainment) were chosen from each country. Advertisements from these magazines were selected…

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Some Other Survey Methods

We have covered the basic survey methods. Other survey methods are also used, which are variations of these basic methods. The more popular of these other methods are described in Table 63. Selection of Survey Methods As is evident from Table 6.2 and the preceding discussion, no survey method is superior in all situations. Depending upon such…

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Sony Internet Surveys Capture Music Download Market Shares

No company involved with the music industry can ignore the online music market. It is a growing and highly dynamic industry segment. Sony  is conscious of this fact and has developed an innovative means to determine the views of the lead users of the Internet to capture the pulses of this market “It just happens that I’m a…

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Mint to Be Together

The Mint Museum of Art  is located in Charlotte, North Carolina, and has a reputation as one of the Southeast’s leading cultural institutions. Due to recent changes in the area’s population. the Mint began to wonder if its diverse and vast collecuon was the best way to present art to the public. and just who this public was.…

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Telephone Surveys: The Hallmark of Hallmark

Because females control more than half of the purchasing decisions in their homes, Hallmark Inc.did some research on this target market-women. Qualitative research revealed the importance of girlfriends in the life of women. A national telephone survey was conducted asking women ages 18-39 how they first became acquainted with their girlfriends, and how often they kept in touch…

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Descriptive Research Design Survey and Observation

Who Will Be the Next President Internet surveys are gaining in popularity. and the November 2000 U.S. elections provided market researchers with a unique opportunity to test online survey methods. their accuracy. and also their ability to predict elections. Harris Interactive took the initiative to conduct online research in 73 different political races. including nationwide votes for president.…

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