Market Research and the Entertainment Industry

Recent Articles

Below are the 5 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

Using in-depth interviews to examine the impact of advertising

Using analysis of spots from the 2011 Super Bowl, the author explores the benefits – and dangers – of ads that tap respondents’ subconscious reactions.

Watch out Apple: Nintendo Wii rates highest among America's youth

According to data from Harris Interactive, Apple-branded products dominate the personal-device arena among America's youth but Nintendo Wii rates highest overall in brand equity.

But how do you really feel? An approach to measuring consumer emotions

The authors explain a new methodology for eliciting and applying emotional responses to stimuli to optimize new products and messaging.

Beyond awareness and recall: rethinking sponsorship measurement

Sponsorship works differently from advertising and researchers need to rethink the basic premise of what they should be measuring. Insight specialists need to stop trying to rely solely on sponsorship awareness to explain brand shift. Instead they need to include additional sponsorship-based metrics such as passion, appreciation and liking.

In Case You Missed It... August 2011

News and notes on marketing and research: Americans working more; women hide purchases; digital screen personalities

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Related Articles

There are 66 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Trends and developments in moment-to-moment research

This article is an update of a paper originally presented by Friea Crocker at the International Conference on Computer Assisted Survey Information Collection in December 1996 in San Antonio, Texas. This examination of trends and developments in moment-to-moment research includes a discussion of portable systems and diversified applications.

On the front line of online

The article summarizes how three companies - Informix, Bay Networks and Nickelodeon - have used online surveys to conduct research about their customers. Survey tools included SurveyBuilder.com and AOL's Opinion Place. Integrating graphics into the surveys is cited as a particularly helpful activity.

Toys prove a sweet spot in a sour economy

Drinking in the memories

Wilhelmina’s, a Philadelphia nightclub, used projective techniques that involve sight, sound, smell and touch to make design decisions that would appeal to younger patrons.

Trade Talk: Study shows how Latinos' news media habits shape their views

The Pew Hispanic Center conducted a study which examined the role of language in Hispanic consumption of media.

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Related Suppliers: Research Companies from the SourceBook

Click on a category below to see firms that specialize in the following areas of research and/or industries

Specialties

• Audience Research
• Audience Response Systems
• Interactive Electronic Group Research
• Media Research-Radio
• Media Research-Television
• Movie/Film Previews
• Music Tests
• Theater Counts & Research

Industries

• Entertainment
• Gaming/Casinos
• Sports
• Television
• Television-Cable/Satellite
• Theme Parks

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Related Suppliers: Moderators

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• Entertainment
• Gaming/Casinos
• Sports
• Television
• Television-Cable/Satellite
• Theme Parks

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