A Primer on Consumer Marketing Research: Procedures, Methods, And Tools

Details

• Creators:
  Lappin, J. E. ; Figoni, P. ; Sloan, S. M.
• Corporate Contributors:
  John A. Volpe National Transportation Systems Center (U.S.). Economic and Industry Analysis Division ; EG & G Dynatrend ; United States. Department of Transportation. Federal Highway Administration. Office of Policy Development
• Subject/TRT Terms:
  • Advanced traveler information systems
  • Marketing
  • Consumers
  • Consumer preferences
  • Market research
  • Case studies
  • Communication systems
  • Data analysis
  • Driver aid systems
  • Driver behavior
  More +
• Resource Type:
  Manual
• Geographical Coverage:
  United States
• Corporate Publisher:
  John A. Volpe National Transportation Systems Center (U.S.)
• Abstract:
  The Volpe Center developed a marketing research primer which provides a guide to the approach, procedures, and research tools used by private industry in predicting consumer response. The final two chapters of the primer focus on the challenges of doing marketing research on “revolutionary” products, or those products which the consumer has had no direct experience with, as is the case with most IVHS products and services. This primer was designed to provide the non-marketing researcher with a good understanding of how this particular type of human behavior research is pursued.
• Format:
  PDF
• Download URL:
  https://rosap.ntl.bts.gov/view/dot/8463/dot_8463_DS1.pdf
• File Type:
  [PDF - 470.65 KB]
• Collection(s):
  Volpe Center
• Main Document Checksum:
  urn:sha-512:fe355c84f2c782d72bb7dae02a67511839e40d3bf6fe147b1b60482afa51cba22b320521174e33eb6905eccdf3891e615b22a6028f8772fc10065df4fc1eb2a9