Umass Dartmouth Center for Marketing Research Blog


We at the UMass Dartmouth Center for Marketing Research have a reminder for you!. Don’t forget to buy your tickets for our Celebrity Scholarship Dinner with New England Patriots hall of famer Willie McGinest!! The event will take place on March 29, 2016. Tickets are $90 per person or $850 for a table of 10. Tickets will sell out, do no miss this amazing event!!


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UMass Dartmouth Students Provide Valuable Help to Businesses

The UMass Dartmouth Center for Marketing Research (CMR) held its bi-annual Client Dinner at the SouthCoast Business Center in Fairhaven, MA. The purpose of the dinner was to deliver semester-long research projects to clients. Student teams worked with New Bedford Credit Union, Burgo Basketball Association, Dartmouth Mall, CliftonLarsonAllen, LLP., UMass Dartmouth Graduate Studies and Admissions, IMTRA Corporation, UMass Dartmouth Marketing Office and the Venus de Milo.

Each student team sat at a private table with their client and shared the findings of these customized studies. Clients expressed their surprise and satisfaction.

Eric Braitmayer, President and CEO or IMTRA said he appreciated “the effort his student team made to learn the language and nuances of his business.” He told the students he was “very happy with the final product and their engagement with the company”.

Christopher Jacobsen, expressed his gratitude to the students and to the Center for Marketing Research for being “so passionate and involved with the study”. He praised the opportunity for collaboration with the students and called the program “invaluable” for businesses.

In total, 8 projects were conducted using a range of different methods. Some of the students worked in the field doing intercepts while others conducted telephone surveys. The class as a whole worked over 1000 hours during the fall semester to collect thousands of surveys.

Each research study presented to the clients is valued at $15,000 to $20,000. Through the CMR research program, all clients were able to get this work at deeply discounted prices.

Dr. Nora Ganim Barnes, Director of the program, explains, “There is nothing more valuable for these students than having a real world business experience”.

Steve Byron, Chair of the CMR Advisory Board and General Manager of the Dartmouth Mall, talked to the clients and students and told them how important he felt the work of the Center for Marketing Research is to the student experience at Umass Dartmouth. As a past client of the program, he also spoke about the high quality of the work provided.

Steve Burgo for Burgo Basketball Association said, “I believe in the region and I believe in our young people. I am very proud of my research team and all the work they did on this project to help us. It is invaluable for us.”

His feelings were reiterated by New Bedford Credit Union’s CEO/President, David Borges, who promised to return as a client in the future and offered to donate a scholarship to the Center’s program at the upcoming Celebrity/Scholarship Dinner featuring NE Patriots Willie McGinest. (see for details).

Several members of the CMR Advisory Board were also in attendance, including Paul Burke (HadleyInsurit), Kevin Harris (Titleist), Joyce Brennan (SouthCoast Hospitals), Helene Sousa (Colonial Beverage), Steve Byron and Beth Zager (Dartmouth Mall). Charlton College of Business Dean, Angappa Gunasakaran expressed his appreciation for the contributions of the Center and its students to his efforts to increase internships and employment opportunities for UMass business students.

After a buffet dinner, the students had an opportunity to tell their clients about the many challenges they faced during the course of the projects. They were also quite vocal about their ideas to help the client succeed. Virtually all clients commented on the knowledge and enthusiasm of their student research team.

The program repeats in the upcoming spring semester. Any business interested in becoming a client can call Dr. Barnes directly at 508-999-8756.


Alan Abdulah, General Manager of the Venus de Milo in Swansea MA, addresses the students and clients at the bi-annual Client Dinner for the Center for Marketing Research.

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The Center for Marketing Research is pleased to announce that New England Patriots Willie McGinest will be our celebrity speaker at its 16th annual Celebrity/Scholarship Dinner to be held on March 29, 2016 at the Venus de Milo Restaurant in Swansea, MA. BayCoast Bank and the family of Frank B. Sousa, Jr. are sponsoring the event.

The purpose of the dinner is to bring attention to the Center’s work and to help Umass Dartmouth students stay in school by awarding scholarships. To date, approximately $150,000 has been awarded to more than 200 students.

The Center for Marketing Research is proud to have hosted 15 Celebrity/Scholarship Dinners. Past Celebrity guests have included 4th man to walk on the moon, Alan Bean, CBS 60 Minutes Andy Rooney, Celtics great Bill Russell, Red Sox Hall of Famers Carlton Fisk and Dennis Eckersley and Patriots Hall of Famers Troy Brown and Ty Law.

The latest addition to the Patriots Hall of Fame, William Lee McGinest, Jr. was born December 11, 1971 and played fifteen seasons in the National football league. He was drafted by the New England Patriots fourth overall in the 1994 NFL Draft and was one of the cornerstones for New England’s success in winning the Super Bowl in 20012003, and 2004. He was named to the Pro Bowl twice, in 1996 and 2003. His 78 career sacks rank third all time for the Patriots.

Following retirement, McGinest joined the NFL Network as a football analyst, and appears on various programs, including NFL Total Access. Prior to joining the NFL Network, McGinest served similar roles at Fox Sports and ESPN.

McGinest will be sharing some of his personal story as well as some special Patriot’s related highlights. There will be Q & A following his talk. At the end of the program, 8×10 pictures of Willie will be available for sale and an autograph. There will be a Silent Auction that includes McGinest memorabilia as well as Patriots items.

Tickets are $90 or $850 for a table of 10 and include a full course dinner and access to the Silent Auction and the celebrity guest. To donate a scholarship, take an ad in the program book or purchase tickets, please contact Ava Lescault at the Center for Marketing Research at Tickets can also be purchased online at

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Real Time Marketing and Large Scale Events

Real Time Marketing is defined as marketing that is based on up to date events. Instead of creating a marketing plan in advance and executing it according to a fixed schedule, real time marketing is creating a strategy focused on current, relevant trends and immediate feedback from customers. states that such strategy occurs when a popular trend or a large-scale event happening around the world, and a brand joins the conversation then pushes it forward. Caution! “Trolling” and “jumping on the bandwagon” for every notable trend will not be effective in any way, shape, or form. In this case it’s a good idea to zero in on aspects that differ from the norm. provides three tips on how to be influential in real time marketing and they are as follows. First, you must have an active base of followers. Your content needs to be received regularly so having followers that are active and engaging is crucial. Second, do not put much effort into being first. Sure, the earliest tweet may initiate that momentum but it doesn’t always attract the most attention. The initial Facebook post may not stay at the top of the last. The third tip is to be cautious. Social media marketing is not always performed properly and they’re never a guarantee when it comes to a successful campaign. Having a backup plan or other options to explore ready is a good idea.

We want to hear from you! Tell us at the Center for Marketing Research what you think!! Visit the following link for more information!

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Pay for YouTube? What?!

In the 10 year history of Google’s video sharing website YouTube, it has always been free of charge to call yourself a user. Would you be willing to pay for a new service provided by the company? Well, needless to say YouTube hopes your answer is “yes”. The concept of this soon to be launched streaming service is by no means a new idea. About a year ago the concept was first drafted up but no much hype was placed around it due to the lack of an official timeline. However, content owners who share revenue with the site were recently notified they were required to agree to new specifications or their material would no longer be made publicly available. The timeline provided by Google called for an October launch date, but that has since been surprised; it’s widely expected to be delayed into 2016.

Surely you must be curious what services YouTube plans to offer that warrant a price tag. We at the Center for Marketing Research have half of that information for you, and the other half…we are just as curious as you. Reportedly, YouTube plans to bundle multiple services into one. The only confirmed portion of the new offering is an updated version of its music service, which launched last fall. A rumored service to be offered is using the site without the disruption of ads and commercials. That will definitely turn some heads, however a $10 rumored price tag may also have the same effect.

We want to here from you! Tell us with you think! For more information, visit the link below.

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New Study!

Fortune Magazine annually compiles a list of America’s largest corporations, aptly named the “Fortune 500” (F500) given their size and wealth. Due to the hugely influential role that these companies play in the business world, studying their adoption and use of social media tools offers important insights into the future of commerce. These corporations provide a look at emergent social media trends among America’s most successful companies.

Each May-June the list of the top 500 corporations is released in a special issue of Fortune Magazine. The F500 list includes publicly and privately held companies for which revenues are publicly available. For more information on the methodology used to select the F500 corporations, please visit

In 2008, the University of Massachusetts Dartmouth Center for Marketing Research released one of the first studies on social media adoption among the F500 and has repeated that study every year since. Initially only focusing on the use of blogs, the study has been expanded over the years to include the use of Twitter and Facebook, two popular mainstays in social media, as well as other popular social media platforms and tools (Google+, Instagram, YouTube, Pinterest and Foursquare), business networking platforms (LinkedIn and Glassdoor) as well as indicators of engagement such as the number of Twitter followers and Facebook “likes”.

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Google Improving It’s Marketing Skills!!

According to Google, mobile devices that customers rook along with them on shopping trips were responsible for slightly less than 1 TRILLION dollars of in-store sales. In other words, a whopping 28% of in-store sales were made with the influence of a smart device. To us here at the UMass Dartmouth Center for Marketing Research, these facts are music to our ears. It goes to show how much advancement has been achieved and the level of importance in regards to smart phones and model devices.

Below are the new features added as part of the revamp

  • “I-Want-to-Know” ~ This feature provides immediate answers to questions that users may have regarding name brands, pricing, discounting, local, etc. Many users quickly swipe trough ads as they shop. The feature gently expands the ad section of the screen when you touch it thereby detailing further information on your products. It will be available in the coming months on all platforms.
  • “I-Want-to-Go” ~ Time is of the essence, and a quarter of shoppers state the will stay away from stores simply to avoid wasting their time or they don’t have any time at all. Soon this feature will help users pinpoint where their desired item is and even directions on how to get there.
  • “I-Want-to-Buy” ~ User engagement is the key. Hence this idea was conceived. This feature makes for a fast, simple, and pleasant experience while purchasing a product directly in the web browser. Users should view this as a hybrid consisting of a regular website and mobile app. A select group of retailers have paired up with Google.

Tell us what you think!! Information was gathered from the link below and you can visit the page for further information.

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Good Twitter News!!

Often times, the original purpose of Twitter is debatable among your peers. Some argue that it was conceived as a platform to give short and fast updates to your friends. While others counter that it was built to give frequent bursts of artifacts about your daily activities, especially travel. Several other “theories” and “hypotheses” exist among users. We at the Center for Marketing Research do not have to inform you that people have used it improperly by tweeting enough content to fill a personal journal.

All reasoning, intentions, and actual usage aside…initially one should be surprised that Twitter even has a private chat room, Direct Message (DM for short). Up until very recently users were limited to 140 characters to match the good ole’ Twitter spirit of small statement batches. Now, however, the restriction has been lifted!! The new update sees users with *10,000* character spaces at their disposal. This has been a very welcome and popular update, although some users are a but uneasy. The future will tell if Twitter made friendly communication easier or if cyber harassment more common. Readers, please enjoy your accounts! Use them nicely!

Give us your feedback and

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Facebook Watches All Your Videos!

Here at the Center for Marketing research we are sure that by now you’ve noticed your Facebook news feed has been tailored to your reflect your needs and interests. No, that is not a constantly reoccurring coincidence or stroke of luck. Facebook has gone to great lengths to make it’s advertising and information sharing more relevant to its users and its effectiveness is definitive. Now the company has decided to increase said effectiveness by taking new measures!

So exactly how does Facebook watch each video that ALL its users watch? In all reality it does not but what it really does is record the data of videos you’ve watched. It keeps track of what you watched and how long you watched it. The more videos you watch, the higher videos will appear on your newsfeed. And of course, they will be videos with content that fits into your lifestyle. This is a great improvement because users have said they have seen videos in the past, but never felt inclined to engage themselves. This new protocol has lead to more viewing, commenting, and sharing which has delivered more information to users around the world.

Want to know more on this new Facebook protocol? Check out here at

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Spam Volume Plunges

We all know and have come to not love but DISLIKE the spam aspect of email and online communication. Anyone who is old enough to remember using beloved would understand the daily annoyance of logging in, hearing the charming “you’ve got mail”, then noticing you have spam to delete. Chances are you’ve also had to browse through the spam folder to be sure nothing important was deemed spam. Well, there’s good news! For the first time since 2003, spam accounts for less than 50% of all emails.

Security firm Symantec reports that the percentage has fallen 1.8% to a total of 49.7% of all emails being spam. As mentioned earlier it took 12 years from September of 2003 to reach this point. Email users are not the only ones thrilled. Companies dedicated to fighting spam finally have hard proof their methods are effective. There has also been legal prosecution successfully target botnets. Other reasons for decreased spam include faster reaction times by network providers, improved blocking, and more effective filtering.

Other findings the report generated are:

  • 6 million new malware variants were created in June up from 44.5 million pieces of malware created in May and 29.2 million in April
  • Ransomware attack has increased for the second month in a row and cryto-ransomware has reached it highest levels since December 2014

For the full article, visit at

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