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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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A new measure of consideration set size: The average number of salient brands [PDF]
Lara Stocchi, Melissa Banelis and Malcolm Wright pp. 1–16
This research proposes a new method for computing consideration set size as the sum of the associative penetrations (or the 'mental' repertoire). This multi-cued non-attitudinal measure represents the chances of retrieving brands from memory, or the average number of salient brands. It is consistent with developments in memory theory and conceptually similar to a behavioural measure, i.e. purchase repertoire size. As such, it offers a stronger conceptual framework and a more robust empirical basis for comparisons between the cognitive and behavioural dimensions of consumer choice. This measure and the underlying theoretical approach is validated through empirical analysis across multiple categories, which includes: (i) appraisal of the extent to which the 'mental' repertoire is larger yet correlated with the behavioural (or purchase) repertoire; (ii) appraisal of the extent to which this relationship reveals the expected usage effect in brand image data; and (iii) a clarification of whether the interplay between retrieval propensities and purchase propensities in determining repertoire size is borne out by observation. The new approach enables individual brand-level diagnostic benchmarks to be specified. It also provides insights for marketing practice, including a framework by which marketing strategies may affect retrieval and purchase propensities differently.
[Digital First] Published 1 May 2015

The economic worth of product placement in prime-time television shows [PDF]
Genevieve Begy and Vishal Talwar pp. 1–23
Product placement is fiercely being courted by firms as a consequence of the declining credibility of traditional broadcast advertising and the '30-second spot'. Very little research analysing its economic worth exists outside of the realm of film, however. This paper responds by applying a consistent measure of placement effectiveness to television through use of event analyses. It finds a mean cumulative abnormal return of 0.79% in a sample of 264 placements from the 2011-12 prime-time season, confirming that product placement in television is positively and significantly associated with movement in firms' stock prices. Placement in a season premiere has significantly higher mean returns than in a non-pivotal episode, irrespective of whether the firm places the product in both episodes. A cross-sectional analysis of placement, episode and show factors suggests that the duration of placement and one-hour show length are positively associated with stock price movement. Placement in a show's debut season is adversely associated to worth.
[Digital First] Published 1 April 2015

Book Review: The Anatomy of Humbug: How to Think Differently about Advertising, by Paul Feldwick [PDF]
Alan Wilson Vol. 57 No. 2, 2015 pp. 323–324
This review examines the book 'The Anatomy of Humbug: How to Think Differently about Advertising' in which the author questions the meaning and roots of the various assumptions and practitioner theories that influence advertising decision making. The book pulls on evidence from many practitioners, market researchers and research bodies such as the Ehrenberg-Bass Institute, but it does not come up with a definitive answer as to how advertising works. Instead it makes the reader question some of the tenets that the advertising industry has taken for granted in the past.
Published 27 March 2015

But what will people think? Getting beyond social desirability bias by increasing cognitive load [PDF]
Megan Stodel Vol. 57 No. 2, 2015 pp. 313–321
Social desirability bias reduces data quality when respondents adjust how they answer questions, leading to responses that less accurately reflect reality. Cognitive loading could mitigate this. By setting respondents a task to do alongside answering survey questions, this technique occupies the respondent, which could mean that they will be less concerned with social desirability. Previous research indicates that people who have been cognitively loaded are more honest and less strategic, so theoretically it is possible this would have a notable effect. It would be useful to test this as, if it is effective, it would be beneficial for market and social research, and further to this could have gamification applications, leading to surveys that produce higher quality data alongside being more engaging.
Published 27 March 2015

SRA 2014 – Ethnography goes digital: Researching professionals using a qualitative mobile app [PDF]
Isabella Pereira, Chris Perry and Stephen Johnson Vol. 57 No. 2, 2015 pp. 308–311
This article, based on a case study presented at the SRA Annual Conference held in London in December 2014, introduces a project which used a qualitative mobile app to conduct research among professionals in the sphere of child protection. It discusses the strengths and weaknesses of this methodology, and what approaches can be taken to improve data quality when using mobile apps.
Published 27 March 2015

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