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International Journal of Market Research (IJMR)

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International Journal of Market Research

The essential aid for users and providers of research.

What might they reveal and what do they reveal?

An IJMR Lecture on indirect measures of attitudes in market research

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Why Chinese elites buy what they buy: The signalling value of conspicuous consumption in China [PDF]
Xiaotong Jin, Hefeng Wang, Tianxin Wang, Yang Li and Shengliang Deng pp. 1–32
In 1899, Thorstein Veblen introduced socially contingent consumption into the economic literature. However, it was not until recent years that empirical studies of his theory begin to appear in mainstream economic literature with diversified conclusions. This article complements the scarce empirical literature by testing his conjecture on consumers in China's transitional economic context. Three sets of hypotheses were tested with a sample of 1,021 Chinese consumers. The findings of the study support Veblen's contention, especially the argument advanced by Leibenstein (1950) that the primary motivation for conspicuous consumption rests on social status seeking and position enhancement. With a rising per capita income in China and the birth of an elite social class, conspicuous consumption has to some extent replaced the traditional Chinese values of modesty and frugality in search of social recognition and self-realisation.
[Digital First] Published 1 June 2015

Book review: Humanizing Big Data: Marketing at the Meeting of Social Science and Consumer Insight, by Colin Strong [PDF]
Justin Gutmann Vol. 57 No. 3, 2015 pp. 503–505
This book review examines 'Humanizing Big Data: Marketing at the Meeting of Social Science and Consumer Insight' which takes stock, critiques, warns against and welcomes Big Data and the new and rapidly maturing set of techniques that will not go away.
Published 26 May 2015

Making conjoint behavioural [PDF]
Leigh Caldwell Vol. 57 No. 3, 2015 pp. 495–501
Traditional choice-based conjoint methods are based on an unrealistically rational model of consumer decision-making. These methods work accurately only if we assume that consumers can process all the information given to them, weigh it up and make a calculated, accurate decision. Modern discoveries in behavioural economics make it clear that these assumptions are incorrect. To accurately understand consumers’ decisions and preferences, conjoint methods must be updated to include behavioural understanding. This paper presents five ways in which this can be done: rank-finding conjoint, goal-attribute conjoint, intangible-attribute conjoint, algorithmic conjoint and contextual conjoint. Each of these extensions to the standard conjoint method can explore a specific aspect of the decision-maker’s psychology, and together they result in a much deeper and more accurate reading of consumer behaviour and desires.
Published 26 May 2015

Impact 2015 (MRS annual conference), Grange Tower Bridge Hotel, London, 17-18 March 2015 [PDF]
Adam Phillips, Reg Baker, Douglas Rivers and Corrine Moy Vol. 57 No. 3, 2015 pp. 483–494
With online now the first or second most important mode of research by value in the top ten research markets, IJMR sought to inject a dose of science and some practical advice into the debate about the quality of online research at a session at Impact 2015, held in London in March. This article presents the findings from the debate, focusing on non-probability sampling, the margin of error controversy and fit-for-purpose sampling in the internet age.
Published 26 May 2015

The voice of the Chinese customer: Facilitating e-commerce encounters [PDF]
James O. Stanworth, Clyde A. Warden and Ryan Shuwei Hsu Vol. 57 No. 3, 2015 pp. 459–481
Numerous studies report the failure of western e-commerce experiences to effectively engage the Chinese customer. While culture shapes significantly customers' interpretation of their e-commerce experience we have not considered the way (dis)satisfactory determinants shape managerial action outside the western world. Our action research design, spread over a six-year period, integrates critical incidents to facilitate managerial reflection. We surface a new dimension of respect, while revealing important distinct interpretations of existing dimensions. Our narrative, which integrates a prototypical e-commerce experience, acts to crystallise fundamental insights for the management of Chinese e-commerce encounters.
Published 26 May 2015

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The IJMR is published for MRS by Warc, the global provider of ideas and evidence for marketing people.