White Papers

The following are market research articles written by staff members.

Marketing Articles

• E-volution to Revolution (Marketing Management Magazine, March/April 2007)
• The Path to Excellence: A Gaps-Based Approach to Building Member Loyalty (Forum, September 2004)
• Technology Still Matters (Marketing Management Magazine, July/August 2003
• Designing an E-service: Moving a Traditional Service to an Online Environment
• Market Research on the Internet
• A Framework for Developing Technology-Based Information Services: The Case of Web Studies
• The Role of Culture in Technology Adoption in the U.S.: Results of the African American and Latino Technology Readiness Survey

Customer Satisfaction & Loyalty

• Using Your Customer Surveys to Set Service Standards
• A New Paradigm for Understanding Customer Retention
• An Economic Definition of Value
• Measuring the Importance of Customer Satisfaction Attributes

Market Segmentation

• One Size Doesn't Fit All: How a Sementation Approach Can Help Guide Consumer Electronics Product Strategy
• Segmentation: Do You Know Who Your Customers Are?

Product Development for Services

• Using Optimization Models to Maximize Market Coverage
• Serving Customers Through Loyalty Programs

Positioning & Communication

• Understanding the Hearts and Minds of Buyers
• Identifying High Equity Brands that are a Good Synergy with Your Brand
• Associations:  Creating a Positive Brand Image to Increase Market Share

Pricing

• Perspectives on Pricing Services

Surveys

• Consistency and Customization: A Balanced Approach to Global Survey Design

Qualitative

• Qualitative Methods: Versatile Tools for Quality Measurement
• Executive Interviewing: How to Survey Hard-to-Reach Corporate Heads
• Researching Large Organizations: A Case Study Approach