Other syndicated research studies: larger samples of smaller universes

Article Abstract:

Adams Co.'s Business Computing Segmentation Study, Simmons Market Research Bureau's CompPro Study and Adams' Electronics Market Tracking "Top 200" Study offer wider coverage of smaller sectors. The first study focuses on the reading and buying habits of about 3 million 'primary computer decisionmakers,' the second study dwells on the buying and reading habits of about 800,000 computer experts of medium- to large-size groups, and the third study focuses on the habits of about 600,00 electronics experts.

Consumer Behavior, Market Research-Data, Descriptive statistics

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Adams' tack worthy example to emulate

Article Abstract:

The Adams Co. 1996 Electronic Market and Media Study examined the purchasing authority, readership attitudes and brand awareness of engineers, managers and other buying influencers in the electronics market. The study showed that a significant number of the respondents had no part in making buying decisions while only a small number of the respondents were involved in huge spending on electronic products. However, the respondents reported reading many publications and doing so fairly carefully.

Other Electrical Equipment and Component Manufacturing, Electronics, Electronic Components and Accessories, Electronics industry, Adams Co.

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Practical tips to measure advertising's performance

Article Abstract:

Business-to-business marketers can measure the effectiveness of their advertising campaign without resorting to costly marketing research. First, marketers should set realistic advertising goals. They should focus on increasing brand awareness, preference and comprehension and generate valid inquiries. Surveys should then be conducted before and after the campaign to determine the effectiveness of the ad in creating brand awareness.

Evaluation, Advertising, Advertising campaigns

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