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Consumer Perception: The Rise Of Market Research In The Automotive Industry

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Knowing your target market can be a company's key to success in modern business. Niche marketing, particularly with the availability of much more targeted advertisement using television commercials and online ads, is growing in popularity because of its high-yielding results. With car companies putting out commercials and ads specifically targeting groups of consumers, like women, young people, parents with small children, and even successful CEOs, does anyone wonder where they're getting their information? The answer: market research firms. The business of capturing information about segments of the consumer population has become a business in and of itself – and a big one at that. For example, let's start looking back at 2005 when Harris Interactive – the 15th largest marked research firm in the world – conducted a study to find out what automotive brands people felt were not only the most technologically savvy, but also which brands were perceived to be driven by sociali...
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