The finalists for the best paper from volume 60 of the International Journal of Market Research have been announced

In Forecasting advertising and media effects on sales: Econometrics and alternatives, John Dawes, Rachel Kennedy, Kesten Green and Byron Sharp question the contribution of regression analysis to advertising and media decision-making and find it wanting.

How consumers’ media usage creates synergy in advertising campaigns, co-authored by Nathalie Dens, Patrick De Pelsmacker, Peter Goos, Leonids Aleksandrovs and David Martens, proposes a novel methodology -  mixture-amount modeling (MAM).

Ron Johnston, David Rossiter, Todd Hartman, Charles Pattie, David Manley and Kelvyn Jones’s Exploring constituency-level estimates for the 2017 British general election discusses the implications of constituency-level opinion polls as their predictive ability is improved.

The final paper, On the myth of reported precision in public opinion polls by Robert A Peterson, documents the existence and implications of mythical margins of error and offers suggestions for addressing them.

Fellows and Certified Members can read these papers online today via the MRS website. Other Members can request copies by emailing

The winning paper will be announced at the MRS Excellence Awards Lunch on 7 June in London.

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