Be ready to explain reliability and validity to your market research clients. Understand how reliability is measured and how to increase reliability.
Validity is especially important in quantitative market research. There are five basic types of validity, all of which can impact research outcomes.
Brand equity represents the links between a branded product or service, consumer perceptions, and the relative position of a brand in a market place.
The Most Interesting Man of Dos Equis fame is case study in creative advertising. The ads work because they feed consumers aspirational self-images.
Market research shows that Boomers are a prime target market for nearly all markets. Don't miss the Boomer boat. Take time to tune-up your marketing.
Baby boomers are a lucrative market that is not being well tapped by advertising agencies. Businesses that wear boomer blinders lose sales revenue.
Online magazines try to differentiate, but dependence on advertising makes them more of a commodity. Will Yahoo! be different or same old, same old?
The Ritz hotel chain is collecting six-word wow stories from employees and guests. Brand truth in six words. It is simply brilliant marketing story.
The power of storytelling is clearly demonstrated in the marketing challenge of selling the benefits of vegetables to kids. Avoid this word: healthy.
Healthy snacks are showing up in vending machines and in mailboxes at home, at work, and at college. The healthy food movement has mainstream marketing.