Granite Research Consulting - custom market research


ARTICLES AND
WHITE PAPERS
Granite's articles and white papers


Please contact us and we would be happy to give you access to our collection of articles on topics such as Kano Modeling, brand management, customer satisfaction, qualitative research including the laddering technique, an overview of B2B research, and many other topics.



PUBLICATIONS

Branding Branding


"How Customers Decide." Annual CASRO Journal, published by the Council of American Survey Research Organizations.

"How to Win the 50+ Market: Study Brand Quality Perceptions." Mature Market Report. (authored by James Alleborn)

"The Importance of Brand Equity." The President, a publication of the American Management Association. (authored by James Alleborn)



Customer Satisfaction Research and Relationship Marketing Customer Satisfaction Research and Relationship Marketing

 

"Brand Equity, Customer Satisfaction, and Other Strategic Measures." Jim Alleborn and George Puzey; Presented at Advertising Research Foundation Brand Equity Workshop, New York, NY.


Methodological Issues Methodological Issues


"A Conjoint Technique - simple, inexpensive, and can be administered by phone" Presented at the EPRI (Electric Power Research Institute) Annual Conference, Washington D.C.



Conference Presentations and Speeches Conference presentations and speeches given


"The Relationship of a Brand's Quality (Value) to a Brand's Sales, Profitability, and Stock Market Performance." Presented at Advertising Research Foundation Building Brand Equity - The Lead Role of Research in Managing the Power of Brands, New York, NY.

"Techniques for Measuring Brand Equity." Presented at 24th Annual Midwest Marketing Research Conference, Chicago, IL.

"Creating Brand Differentiation: The Key to Your Success and Category Growth." Presented at Private Label Penetration, Institute for International Research, New Orleans, LA.

"Determining How to Perform a Brand Equity Profile." Presented at Brand Marketing Forum, Institute for International Research, New Orleans, LA.

"Exploring Brand Equity." Presented at Newspaper Association of America Research Conference, Orlando, FL.

"How to Successfully Use International Marketing, Communications, and Public Relations." Presented at Travel Industry Association of America, Baltimore, MD.

"How Are You Doing? Tracking Your Brand Marketing Efforts to Benchmark Your Success." Presented at Brand Marketing Forum, Institute for International Research, San Francisco, CA, and New York, NY.

"What Makes a Great Brand Great?" Presented at Marketing Science Institute, Global Branding Conference, Milano Italy.






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