In the IJMR
The IJMR provides a forum for practitioners, academics and others to share and discuss all aspects of research: applications, methodologies, new technologies, technology transfer from related areas, solutions, strategic and management issues.
Table of contents
Viewpoint
Free to read here: Viewpoint opinion pieces from recent issues of the IJMR on key industry issues:
- Survey research – two types of knowledge – Patten Smith
International Journal of Market Research 51(6), 2009
Patten Smith argues that there is a major divide in the kinds of knowledge held by survey experts in research agencies and in academia, and that this works to the detriment of survey research. He suggests that those who work in agencies and claim survey expertise are strong on practice and weak in theory, while academic survey experts show the opposite qualities. He puts forward ways in which the two groups could learn from each other but does not believe the market is providing any motivation for change.
- Manipulator or messenger? Nick Tanner
International Journal of Market Research 51(5), 2009
Nick Tanner addresses the issue of market research being used for promotional and public relations' purposes, rather than purely finding the truth. He argues that the research industry's stock response to such criticism - blaming journalists and the media - is insufficient on its own and it should do more to defend and safeguard its reputation.
- More seers, fewer craftsmen -
Anthony Tasgal
International Journal of Market Research 51(4), 2009
Anthony Tasgal argues that unless the industry undergoes forcibly some cultural surgery it will not attract the people it needs to thrive and adapt in the 21st century.
- Semiotics: a winning formula? Chris Arning
International Journal of Market Research 51(3), 2009
Recognising that commercial semiotics is one of the most
powerful tools in the marketer’s arsenal, the author argues that the industry needs to create
standards for semiotics. In the long term, this would mean
the creation of tutored courses and
training establishments, a comprehensive
curriculum and accredited qualifications
for semiotics practitioners.
- Visual puffery in advertising - Marc Fetscherin & Mark Toncar
International Journal of Market Research 51(2), 2009
Following a recent judgement in the US that 'puffery' in advertising can include visual images. the authors argue the need for research to investigate the potentially powerful influence that visuals can exert on consumers expectations of product performance, and the resulting impact on product choice.
- The faddish breakouts of ethnography - Clive Boddy
International Journal of Market Research 51(1), 2009
Ethnographic research has been described as a fad that promised to look beneath the rationalisations of consumers, but did not in fact deliver the cut-through promised by agencies. This perhaps provides a clue to the emergence and relative disappearance of ethnography over the past 20 years, and to its recent re-emergence.
- MR confidential: anonymity in
market research - John Griffiths
International Journal of Market Research 50(6), 2008
Anonymity of respondents, and their individual opinions, is usually considered sacrosanct within much of the research conducted by the market research industry. In this Viewpoint piece, John Griffiths argues that it is high time this view is reconsidered, as anonymity is rapidly becoming something of a fiction in today’s world of databases.
- Web 2.0 and the ‘naming of parts’ -
Nick Buckley
International Journal of Market Research 50(5), 2008
Nick Buckley of GfK NOP discusses the 'naming of parts' in relation to Web 2.0. Some commentators argue that market research has traditionally been based on a 'top down' approach; that is, the provision of a closed set of options, which limited what respondents could tell researchers. Web 2.0, on the other hand, is often seen as a ‘folksonomy’.
- UK alcohol policy and market
research: media debates and
methodological differences - Chris Hackley
International Journal of Market Research 50(4), 2008
In this Viewpoint article, Chris Hackley describes some of the important consequences and issues for the industry when the media are faced with market research commissioned from different perspectives on a high-profile topic – alcoholic drink marketing and consumption behaviour in the UK. He discusses the conflicting role of research in informing the debate on the subject.
- ‘Wither the survey?’- Mike Savage and Roger Burrows
International Journal of Market Research 50(3), 2008
It is commonplace to argue that the proliferation of new kinds of data and
information has created huge social changes that we still do not really
understand. One interesting example is the worry of social scientists that their
preferred data sources and modes of analysis are being challenged by the
rise of new digital data sources.
- After 50 years of IJMR, the state of marketing, Malcolm McDonald
International Journal of Market Research 50(2), 2008
Malcolm McDonald looks at the current state of marketing, and the relationship between the academic community and marketing practitioners. It argues that academics must avoid talking about increasingly narrow issues in an increasing impenetrable language to an increasingly restricted audience, and that marketing as a whole is long overdue for a reality check.
- Facebook: the future of networking with customers. Ray Poynter
International Journal of Market Research 50(1), 2008
Ray Poynter looks at the increasing importance of social networking websites, arguing that portals such Facebook could pose a challenge to traditional market research, a fact demonstrated in its simplest form by the opportunities they provide for finding out quick answers to simple questions at low cost.
- Ethnography and market research.
Philly Desai
International Journal of Market Research 49(6), 2007
- Measuring the right things. Les Binet and Peter Field
International Journal of Market Research 49(5), 2007
Binet and Field argue for a change of emphasis in the metrics traditionally used for measuring the imapct of marketing.
- The future of market research. Sam Smith
International Journal of Market Research 49(4), 2007
Sam Smith travels to 2030 to show us the future of marlet research.
- Polling, politics and the press. Deborah Mattinson
International Journal of Market Research 49(3), 2007
Deborah Mattinson discusses the media agenda when commissioning and reporting the results of political opinion research. It argues the case for giving a higher priority to methodological rigour and identifies why research practitioners must fight to protect their integrity.
- Public Information – now’s the time to make it freely available. Keith Dugmore
International Journal of Market Research 49(2), 2007
Keith Dugmore looks at the very important issue of public information and the need to make it free at the point of delivery. His argument reflects a growing campaign in the UK to improve access to data that the tax payer has in effect already paid for.
- The commercial–academic divide: never the twain shall meet?
Sheila Keegan
International Journal of Market Research 49(1), 2007
Sheila Keegan,
a commercial qualitative researcher for many years, an AQR committee member and a Chartered Psychologist on the committee of the Qualitative Methods in Psychology (QMiP), looks at the differences between the commercial and academic qualitative research worlds.
- The importance of blogging. Mike Cooke
International Journal of Market Research 48(6), 2006
Mike Cooke expresses his opinion on blogging, arguing that this rapidly growing phenomenon (in which he includes social networking and content-sharing websites) is having a massive influence on consumers and, consequently, how research should be conducted. He says that researchers need to adopt a culture of engagement to keep up.
- Writing stuff - why bother?
Gill Ereaut
International Journal of Market Research 48(5), 2006
In this Viewpoint piece, IJMR Executive Editorial Board member Gill Ereaut addresses some of the benefits to market research practitioners of writing pieces concerning their work for publication in journals. She argues that publishing work can not only help to build up reputations and fuel practical insight, but can also encourage a greater degree of professionalism in the industry by enhancing the common stock of knowledge.
- The splintered society,
Winston Fletcher,
Chairman of the Royal Institution
International Journal of Market Research 48(4), 2006
The consumers' universe is growing more and more fragmented with every day that passes – and I fear the market research business is not keeping ahead of the curve.
- The trouble with marketing research is marketing researchers, Nigel F Piercy, Warwick Business School
International Journal of Market Research 48(3), 2006
Market research and researchers are faced with a number of different challenges and opportunities.
- Commercialisation of childhood? The ethics of research with primary school children, Agnes Nairn, Marketing at the School of Management, University of Bath
International Journal of Market Research 48(2), 2006
This Viewpoint raises concerns about the ethics of conducting market research on commercial products among children...
- Checks and balances, David V.L. Smith, Incepta Marketing Intelligence
International Journal of Market Research 48(1), 2006
This opinion piece discusses the emergence of a new form of market research, in which researchers go beyond the provision of data alone to offer judgements and interpretations...
Market Research Abstracts
Contributing
Contributions are welcomed for each of the three main sections of the IJMR: formal papers, Forum for shorter articles or 'thinkpieces' and Viewpoint which provides an opportunity for an author to state their views on a particular research industry issue they feel strongly about.
- Call for papers
- Market Research in Recession - What does economic turmoil mean for the market research industry?
- Researching voting intentions - For many decades survey research methodologies have played a key role in measuring the voting intentions of the public, their attitudes, and those of decision makers and opinion formers, to key political issues and policies.
- Case studies illustrating the successful application of a market research technique or methodology
- General papers on technical advances, practical applications and specific problem areas throughout the field of market research
- Guidelines for authors
- Editorial Board
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