MRS Silver Medal
 Winner: Nick Sparrow
Developing reliable online polls - IJMR vol 48, issue 6
What the judges said:
This paper raises important issues about the way in which online surveys are administered and the motivations of online respondents. It demonstrates some major differences between results of online and conventional surveys, and suggests that the mode of interview is a significant explanatory factor.
The judges selected this paper as the Silver Medal winner, because of the importance of the issues it raises for the online research industry and the valuable insights it provides.
Finalists:
Carl Driesener & Jenni Romaniuk
Comparing methods of brand image measurement - IJMR vol 48, issue 6
What the judges said:
This paper makes an important comparison of various methods of brand image measurement. It provides clear and substantive results on the performance of the measures and on the times they take to administer, which made the judges stop and think.
David Penn
Looking for the emotional unconscious in advertising - IJMR vol 48, issue 5
What the judges said:
This paper was short-listed because it moves forward the debate about the way in which the human mind processes advertising. The paper suggests that most advertising works at very low levels of awareness and that over-reliance on recall-based measures could be misleading.
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