Applications of census microdata to research and marketing

Article Abstract:

Samples of Anonymized Records (SARs) for individuals and households generated from the census microdata are a valuable market research tool. This is because they enable researchers to use actual data from the Census instead of utilizing prescribed tables. They can be used in market or retail site planning, electronic census reports, market share evaluation, customer segment evaluation and demographic modelling. Setbacks in using SARs are also enumerated.

Census, Censuses, Demographic surveys

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An approach to fusing market research with database marketing

Article Abstract:

A study on the fusion of market research with database marketing was conducted to determine its feasibility and its compatibility with certain industry codes and legislation. The study utilized interviews and a survey comprised of in-home personal interviews of adults in Great Britain. Results of the study revealed that such fusion between market research and database marketing can provide insights valuable to its application.

United Kingdom, Research, Analysis, Surveys, Database marketing

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Designing advertising research for marketing decisions

Article Abstract:

Advertising research is an integral part of the marketing research function. The process begins with the development of plans to sell a product. Goals are established such as increased sales coupled with assessments of the impact of having no advertising on these goals. A persuasion plan is then created based on consumer information and attitudes followed by the implementation of the persuasion plan.

Advertising Management, Advertising, Marketing management

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