Marketing Research

Marketing Research topicsMarketing research has come to the fore, as organizations are tapping into customer data and insights not only to better connect with target audiences, but also to develop winning business strategies. Find links below to the latest in-depth information in research-focused AMA events, articles, webcasts​ and more.

Also, check out the tools and templates the AMA has available​ to help you develop a market research project that will deliver accurate and relevant results.  

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By: Kate Barasz, Tami Kim, and Leslie K. John Article Snapshot … People (erroneously) predict that others dislike dissimilar things even when the dissimilar …
Authors: Kate Barasz, Tami Kim, and Leslie K. John Date: 2/13/2017  

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Expected return on investment for varying scenarios and levels of media spend Likelihood of profit and sales targets being achieved Allocation of budget between brands and …
Authors: Selma AvdicDate: 2/8/2017  

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By: Diane Bowers and Michael Brereton Marketing News Weekly … The growth rate in 2015 has increased significantly when compared to the previous three years …
Authors: Diane Bowers and Michael Brereton Date: 2/8/2017  

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By: Roland T. Rust, Rebecca W. Hamilton, Chekitan S. Dev, and Michel Wedel AMA Scholarly Insights … Service providers often give free extras to enhance the …
Authors: Roland T. Rust, Rebecca W. Hamilton, Chekitan S. Dev, and Michel Wedel Date: 2/8/2017  

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Many libraries struggle with marketing due to limited time, budgets and advanced marketing expertise … Librarians have been proactive in using publicly available data and in-person …
Authors: Sarah Steimer Date: 2/3/2017  

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Cognitive insights revolutionize how marketers build relationships Center-brain marketing melds creativity and tech to drive success The staggering growth in dark data shifts …
Authors: IBM Marketing Cloud Date: 2/2/2017  

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Our natural decision-making processes can bias our choices … Marketers must be wary of their bias when presented with data that contradicts it … Make sure you are not ignoring the facts in …
Authors: Michael Krauss Date: 2/2/2017  

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Theories and models are essential to leveraging data and analytics … Blind faith in data hampers creativity and effective decision-making … Borrow or build a testable model to explain what …
Authors: Lawrence Crosby Date: 2/1/2017  

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By: Elke Huyghe, Julie Verstraeten, Maggie Geuens, and Anneleen Van Kerckhove Article Snapshot … Consumers purchase fewer vices when shopping online (vs …
Authors: Elke Huyghe, Julie Verstraeten, Maggie Geuens, and Anneleen Van Kerckhove Date: 1/31/2017  

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This paper empirically analyzes fashion cycles in data and presents methods for identifying these cycles … These new methods reveal large fashion cycles in baby names, and the findings …
Authors: Hema Yoganarasimhan Date: 1/31/2017  

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