Marketing research

About: Marketing research is a research topic. Over the lifetime, 18697 publications have been published within this topic receiving 651184 citations. The topic is also known as: consumer research.

Factors influencing adoption of relationship marketing practices for overall growth of firm: an ISM-based model validation

Abstract: In the current era of intense competition and demanding customers, companies of all sorts are devoting time and resources toward establishing strong bonds with their suppliers, customers and target markets. In view of the difficulties that underpin our understanding of relationship marketing in consumer markets, this study attempts to investigate the adoption of relationship constructs which strengthen the relationship in a service market environment. The purpose of this research paper is to study the factors for adoption of relationship marketing which can improve firm performance and to establish relationship among them using interpretive structural modelling (ISM). Therefore, it is suggested that management should pay serious attention to all relationship marketing variables for better firm performance.

Marketing in Civil Society Organizations in Uruguay. Its Degree of Integration as a Tool to Obtain the Cooperation of Companies

Abstract: This document provides a summary of the results of a qualitative study on the adoption of Marketing practices by Civil Society Organizations (CSOs) in Uruguay. The first part proposes a definition of CSO and suggests some marketing concepts specific to CSOs, with particular emphasis on de cooperation with private companies. The second part presents a summary of the information gathered, placing emphasis on the funding of CSOs, their vision of marketing as an organizational function, the value they exchange with companies and the tactics they use to understand the company motivations, communicate with them and to sell them their proposals.

A Novel Design Science Approach for Integrating Chinese User-Generated Content in Non-Chinese Market Intelligence Completed Research Paper

Abstract: Market research has long relied on reactive means of data gathering, such as questionnaires or focus groups. With the wide-spread use of social media, millions of comments about customer opinions and feedback regarding products and brands are available. However, before using this ‘wisdom of the crowd’ as a source for marketing research, several challenges have to be tackled: the sheer volume of posts, their unstructured format, and the dozens of different languages used on the internet. All of them make automated usage of this data challenging. In this paper, we draw on dashboard design principles and follow a design science research approach to develop a framework for search, integration, and analysis of cross-language user-generated content. With ‘MarketMiner’, we implement the framework in the automotive industry by analyzing Chinese auto forums. The results are promising in that MarketMiner can dramatically improve utilization of foreign-language social media content for market intelligence purposes.