Top gun fighter pilots provide clues to more effective database marketing segmentation: the impact of birth order

Article Abstract:

Psychology literature indicates that birth order has a significant impact on a wide range of adult behaviour. This finding has a number of potential implications for marketers. There appears to be strong evidence that personality traits determined by birth order are likely to have an impact on some marketing situations. Research indicates that first-borns are more likely than later-borns to discuss with others prior to and after a purchase in a high-anxiety purchase situation. Knowledge of a customer's birth order should improve the targeting efficiency of database driven marketing.

Marketing Management, Psychological aspects, Research, Target marketing, Birth order

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Polls as marketing weapons: implications of the market research industry

Article Abstract:

The ways that opinion polls collected by market researchers are used to influence politicians, media, and the public attitude is explained using theories like Spiral of Silence, Bandwagoning and Cognitive Dissonance. Recommendations to market research professional bodies are made on strategies to deal with controversies.

Management dynamics, Public affairs, Social aspects, Management, Influence, Political aspects, Public opinion polls, Company business management

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Web survey bias: sample or mode effect?

Article Abstract:

The differences in the results of paper market surveys versus Web market surveys are determined to be the result of the sample rather than the method utilized to conduct the survey.

United States, Market Survey Techniques, Methods, Technology application, Market surveys

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