MRS Silver Medal
The Role of Implicit & Explicit Ad Memory in Ad Persuasion: Re-thinking the Hidden Persuaders, IJMR Vol 49, issue 1
Alastair Goode
What the judges said:
This paper demonstrates a practical application of unconscious priming techniques in qualitative ad testing research. The author uses a sophisticated experimental design to show the role of implicit memory in advertising effectiveness and, in the process, provides a method for qualitative researchers to identify and evaluate the implicit content of adverts. Building on advances in cognitive psychology and the low involvement processing school of ad measurement, the paper represents an excellent example of academic research informing commercial research practice.
Assessing Mobile-Based Online Surveys: Methodological Considerations & Pilot Study in an Advertising Context, IJMR Vol 49, issue 5
Shintaro Okazaki
What the judges said:
This paper presents and interesting, useful and thorough study on the use of mobile online surveys for mobile ad testing. The judges were particularly impressed by the thorough evaluation of data quality and the assessment of strengths and weaknesses of mobile surveys.
Development of a Research Tool for the Elicitation of Consumer Response, IJMR Vol 49, issue 5
Tracy X.P Zou & W.B Lee
What the judges said:
Zou and Lee present an interesting variant on the grounded theory approach to analysing qualitative data. The authors recommend co-opting group discussion respondents to the analysis process using a sense-making exercise and a sorting task. The approach enhances the ‘objectivity’ and consumer-centrism of grounded theory analysis in a commercially viable way. A genuine advance in the application of grounded theory that many commercial practitioners will find very valuable.
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