Research Buyers Guide

The authoritative guide to research suppliers. Go

Research Jobfinder

The No.1 jobs resource for research and insight professionals. Go

The definitive source of research news and opinion. Go

Fair Data

The Fair Data mark helps consumers recognise who they can trust. Go

International Journal of Market Research (IJMR)

The world authority on research methodologies and techniques for professionals and academics. Go

Geodemographics Knowledge Base (GKB)

For people interested in the application of geodemographics and geo-spatial analysis. Go


International Journal of Market Research

The essential aid for users and providers of research.

Geography and attitudes

An IJMR Lecture on whether neighbourhood still influences consumer behaviour

Most visited

What were the five most visited papers and articles last month?

Latest issue

Access papers from the latest issue of IJMR

Latest Content

Validity and reliability in qualitative market research: a review of the literature [PDF]
Wendy Sykes pp. 289–328
This paper comprises a review of the recent market research literature relating to issues of validity and reliability in qualitative research. It also draws on relevant literature from other fields. It explores the concepts of validity and reliability as well as examining prescriptions for their attainment.
[Digital First] Published 11 November 2015

Book review: Misbehaving: the making of behavioral economics, by Richard H. Thaler [PDF]
Omar Mahmoud Vol. 57 No. 6, 2015 pp. 961–963
This book review examines 'Misbehaving: the making of behavioral economics', which observes the discrepancy between actual human behaviour and economic theory, discussing the various irrationalities and biases in people's behaviour, particularly in the area of finance and spending. However, the power of behavioural economics is not limited to its ability to explain human irrationalities; it also opens new possibilities to do something about them. Behavioural economics offers more opportunities for public policy interventions because it takes into account many factors that traditional economics considers to be irrelevant. The book has practical value for a wide variety of professions, from marketers and advertisers to fundraisers and policy makers.
Published 20 November 2015

Book review: A tale of two cultures: Qualitative and quantitative research in the social sciences, by Gary Goertz and James Mahoney [PDF]
Ray Poynter Vol. 57 No. 6, 2015 pp. 959–961
This book review examines 'A tale of two cultures: Qualitative and quantitative research in the social sciences', which focuses on the different ways in which causal relationships are investigated by qualitative and quantitative researchers. The book is an illuminating read for anybody interested in bridging the gap between academic and commercial research, and anybody interested in understanding some of the key differences that underpin qualitative and quantitative research.
Published 20 November 2015

Would you snap up the deal? A study of consumer behaviour under flash sales [PDF]
Savannah Wei Shi and Ming Chen Vol. 57 No. 6, 2015 pp. 931–958
Flash sales refer to an emerging e-commerce practice in which a firm offers one or more products/service at a substantial discount within limited time. Macro-economic environment (residential areas), demographic (age, income and occupation) and ad media decision may collectively affect purchase behaviour on flash-sale websites. This study investigates the unique characteristics of consumer behaviour under flash sales in developing countries, based on large-scale survey data from a major flash-sale website in China. We find that purchase behaviour differs substantially across regions and, within each region, purchase propensity is moderated by income. Regional marketing strategy is therefore of great importance. Contrary to our expectations, flash-sale websites are less likely to attract impulse purchase. Rather, consumers who make more purchases exhibit higher levels of cautiousness. TV commercials and social media are currently the major ad media, yet shopping engines and search engines should not be overlooked.
Published 20 November 2015

Forecasting financial products acquisition via dynamic segmentation: an application to the Italian market [PDF]
Francesca Bassi Vol. 57 No. 6, 2015 pp. 909–930
The topic of market segmentation is still one of the most pervasive in marketing. Among clustering techniques, finite mixture models have gained recognition as a method of segmentation with several advantages over traditional methods; one variant of finite mixture models – the latent class (LC) model – is probably the most popular. The LC approach is innovative and flexible, and can provide suitable solutions to several problems regarding the definition and development of marketing strategies, because it takes into account specific features of the collected data, such as their scale of measure (often ordinal or categorical, rather than continuous), their hierarchical structure and their longitudinal component. Dynamic segmentation is of key importance in many markets where it is unrealistic to assume stationary segments due to the dynamics in consumers’ needs and product choices. In this paper, a mixture latent class Markov model is proposed to dynamically segment Italian households with reference to financial products ownership. The mixture approach is compared with the standard one in terms of its ability to forecast customers’ behaviour in the reference market.
Published 20 November 2015

See more

MRS Events

November 2015

Advanced Games for Research Playshop30.11.15 | MRS, London EC1V 0JR

More details Book now
December 2015

Building Client Relationships01.12.15 | MRS, London EC1V 0JR

More details Book now

R-Net: Après-ski Christmas Party!01.12.15 | Sipsmith Ski Lodge, London

More details Book now

MRS News

Call for 2016 election of MRS Main Board Members

24.11.15 Read more

MRS President's Medal 2015

23.11.15 Read more

Feast on success

13.11.15 Read more


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