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Article

This article explores the topic of Masterbrands, a point of reference from which subsidiary brands flow, and a guiding architecture for the outlook of the company.

Research Paper

Brand attributes play an important role in tracking customer-based brand equity. Therefore researchers need an effective approach for eliciting attributes.

Research Paper

Bulletin board methodology emerged at the end of the 1990s and is becoming the most frequently used qualitative study technique.

Article

This Company Profile from Euromonitor provides key details and analysis of Merck KGaA, the owner of brands such as Seven Seas and Cabion.

Research Paper

Conjoint Analysis (CA) is a technique heavily used by industry in support of product development, pricing and positioning, and market share predictions.

Article

This paper provides an overview of the women's footwear industry in the United States (excluding athletic footwear).

Case Study

The wart and verruca treatment market is a crowded place – but this didn’t deter Passion for Life Healthcare, who saw an opportunity to launch a new cryotherapy freeze spray.

News

LONDON: Reckitt Benckiser, the household goods group, will continue to spend more on advertising than most of its rivals, having enjoyed substantial success with this approach during the downturn.

Research Paper

Some consider responding to survey questions as a sophisticated cognitive process whereby respondents go through, often iterative, steps to process the information provided to them by questions and response options.

Research Paper

In the newspaper industry there is a growing interest in the analysis of the duality of channels that distribute the latest news.

Research Paper

The boom in online marketing research represents one of the fastest-growing segments of the research industry.

Article

In this article, Carlos Grande, of WARC Online, reports on Brandworks University 2008. Among the brands under discussion are Procter & Gamble, Harley Davidson, Philips and the Lindsay, Stone & Briggs agency, which organises the event.

Research Paper

The purpose of the research outlined in this paper is to investigate the changing notions of the consumer's self in the transitional economies of India and China.

Research Paper

This paper argues that both researchers and clients benefit from examining how clients make decisions, especially how they absorb and process information, and how these can be impacted to mutual benefit.

Research Paper

Adopting a reach optimising approach to category assortment development presents significant advantages over a simplistic volume based solution.

Case Study

According to Forbes magazine, Internet and catalog shoe shopping was a $2 billion business in 1999. Clothing retailer Nordstrom, Inc., which had launched an Internet subsidiary—Nordstrom.com—in 1998, quickly discovered that selling shoes online could be big business.

Research Paper

This paper is based on Philips Design's 'Research through Design' program, intended to develop business options with high potential value and in timely manner.

Research Paper

This paper addresses the importance of a corporate brand identity, the importance of market research, and how results were implemented and made use of within the company.

Research Paper

The gay subculture is a powerful economic force destined to become even more powerful in South Africa as its societal acceptance continues to increase.

Research Paper

This paper shows a successful case history where a high-level market research company based in the United States 'trained' and then 'offshored' part of its complicated modeling systems, making its offshored supplier an essential part of its new higher-order consumer research 'ecology'.

Research Paper

The use of surveys continues to be an important technique in business-to-business (B2B) market research, and internet or web-based surveys are fast becoming desirable alternatives to traditional survey methods.

Case Study

Classified advertising is a major revenue generator for any newspaper and within that category recruitment advertising is by far the most profitable section.

News

Men’s toiletries range Brut is the latest brand on the sharp end of Unilever’s restructuring. The Anglo-Dutch colossus has agreed to offload the brand in the Americas to personal-care group Helen of Troy for $55 million (€50.7m; £35.0m).

Research Paper

At present, only a handful of studies compare online and traditional qualitative techniques. Strategic Marketing Corporation (SMC) and Itracks International, Inc.

Case Study

This is a study of a fully integrated campaign to launch Scholl Flight Socks to combat the risk of developing deep vein thrombosis among long haul passengers.