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Why Will You be Part of AMA this Year?
By Mark Doggett, President-Elect, Triangle AMA
Every September, when my AMA membership expires, I have to evaluate or make a decision on whether to renew my membership. Since my employer doesn’t pick up the tab, I have to decide: is my membership is worth $250/year of my own money? When I’m feeling analytical, I’ll go check out the Triangle AMA web site’s “Calendar of Events.” Here's what I saw coming up...
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September Lunch Recap: Multicultural Marketing--Understanding Attitudes to Make Relevant Connections
By Hena Pyada, DuPont Electronics Technologies
Multicultural marketing is one of the fastest growing areas in consumer marketing. The
U.S.
2000 Census shows that the
U.S.
population included 34.7 million Blacks/African Americans, 35.3 million Hispanics, and 10.1 million Americans of Asian descent. The combined growth rate for these minority groups for the period of 1990 to 2000 was 35% vs. 5.9% for White population.
At the September lunch meeting, Alex Camacho, Director, Multicultural MONITOR Consulting at Yankelovich, provided us with multicultural consumer insights found and confirmed in Yankelovich's latest Multicultural Marketing Study...
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Qualitative Research: 5 Steps to Better Marketing Decisions
By Brett Watkins, President/General Manager, L&E Research
Marketing research is often a mysterious field: fortunately for market researchers, savvy marketers recognize that market research is an invaluable tool to better decision making. One of the tools in the research practitioner’s toolbox is qualitative research, which comes in the forms of focus groups, 1-1 interviews, ethnographies, and other methodologies. Qualitative research is the tool to which market researchers put “meat to bones” on a particular subject: it is the opportunity to explore in-depth consumer perceptions and “go deep and long” on a topic to better understand consumer motivations. Surveys give you measurements, qualitative research helps you understand why those measurements are what they are.
There are host of suitable usages for qualitative research, and how they can help your business. For brevity, I point you to the AMA's web site and look up “focus group best practices” to learn more about focus groups and why they are useful, or contact a research firm like L&E Research to discuss your needs, as making such a decision is not an easy or cheap one. But if you have concluded that qualitative research could help you and your business decision making, I offer these five tips to find the right qualitative firm for you…
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Members Celebrating Anniversaries
The Triangle Chapter of the AMA is over 300 members strong this year! Congratulations to our members who recently celebrated anniversaires:
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4 years
Lori Philbin
Lauren Williams |
7 years
Greg Middleton
Jiann-Min Jeng |
2 years
Wes Durow
Sheneque Brawley-Duncan
Jennifer Bremer
Amanda Baley |
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5 years
Betsy Graham |
1 year
Andrew Wright
David Rhoades
Adrienne Bosco
Bobbi Harris
Deirdre O'Boyle
Loren Wood |
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