IJMR Collaborative Research Award (a joint MRS/WARC award)
This new Award recognises
genuine co-operation
between the practitioner
(agency, client, etc) and
academic communities.
Winner:
 Tackling health inequalities using geodemographics – a social marketing approach, IJMR Vol. 50, issue 4
Marc Farr (Dr Foster Intelligence and University College London), Jessica Wardlaw and Catherine Jones (University College London)
What the judges said:
In the Boards’ view, this paper provides an excellent example of the innovative methods being applied to the challenges faced by the public sector in the UK. The authors describe the concept of social marketing, how it is being adopted as a key strategy in targeting healthcare priorities and the role played by Dr Foster Intelligence as a public-private partnership in providing information to help achieve this goal. The authors describe the five stage model developed by Dr Foster to build a robust social marketing process, focusing on the key role played by geodemographics and other research tools in helping develop campaigns targeting particular groups in the population.
Finalists:
Predicting purchase decisions with different conjoint analysis methods: a Monte Carlo simulation, IJMR Vol. 49, issue 3
Klaus Backhaus (Westphalian Wilhelms-University of Muenster), Thomas Hillig (Alstom Schweiz AG) and Robert Wilken (Westphalian Wilhelms-University of Muenster)
What the judges said:
Conjoint analysis represents an important, and widely applied, methodology used within market research to predict purchase decisions and service preferences. The authors describe a Monte Carlo based simulation undertaken to try and identify the most appropriate conjoint technique for predicting purchase decisions. The Board felt that in addition to providing readers with a detailed comparison of the different methodologies and the preferred model that emerged from their research, their paper contains a very useful and comprehensive literature review covering the two main forms of conjoint models commonly used in market research.
Online access panels and tracking research: examining the conditioning issue, IJMR Vol. 49, issue 5
Clive Nancarrow (Bristol Business School) and Trixie Cartwright (TNS Global Interactive)
What the judges said:
The rapid growth in recent years of online panels presents researchers with new challenges in ensuring that survey results deliver valid findings for clients. The authors of this paper investigated in detail one important dimension of this issue, the potential for conditioning when using online access panels for advertising tracking studies. Whilst initial results were presented at the MRS Conference in 2006, the paper published in IJMR contains the findings from further research using data from TNS panels in three European countries. The Board were impressed by the authors’ research methodology, demonstrating a very robust approach to the problem, and how this enabled them to provide readers with guidance in developing practical solutions.
Honourable mentions:
- The role of implicit and explicit ad memory and ad persuasion, IJMR Vol.49, issue 1
Alastair Goode (Duckfoot Research & Development)
- Fifty years of using the wrong advertising model, IJMR Vol.50, issue 1
Robert Heath & Paul Feldwick (University of Bath School of Management)
Judging panel
- Peter Mouncey
- Martin Callingham
- Mike Cooke
- Gill Ereaut
- Andrew Green
- Corrine Moy
- Agnes Nairn
- Ben Page
- Adam Phillips
- Alan Wilson
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