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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.

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A comparison of self-organising maps and principal components analysis [Download PDF]
Gopal Das, Manojit Chattopadhyay and Sumeet Gupta pp. 1–20
This paper attempts to compare self-organising maps (SOM) and principal components analysis (CPA) by applying them to the marketing construct 'retail store personality'. Data were collected for the retail store personality construct via a validated scale from previous studies that had used the mall intercept technique. A total of 367 people responded, of whom 353 were found to be valid for data analysis. Data were analysed using CPA and SOM; both methods gave comparable clustering results, although the results for SOM were quite conclusive. In addition, we found that SOM complemented PCA by providing visual clustering results far superior to those of PCA. SOM can be used to further analyse PCA data using visual clustering features; both could be used in tandem. Although SOM have been used in a number of studies in marketing, this is the first paper to compare PCA and SOM on terms of application to the marketing construct 'retail store personality'.
[Digital First] Published 16 July 2016

The declining use of the term market research: An empirical analysis [Download PDF]
Daniel Nunan
This paper analyses the use of the term ‘market research’ in a contemporary context. Although the term is well established as an industry definition, its use and meaning have become increasingly contested. This study brings together empirical data from a range of sources that reflect key stakeholders within the market research sector. Findings suggest that the term ‘market research’ has become increasingly marginalised amongst these key stakeholders. Few of the leading research firms use this term to describe their core activity, and data suggest that wider use of the term has declined over the past decade. Where ‘market research’ is used, the term is typically demoted to describing a set of skills rather than a strategic concept around adding value. A number of explanations for this are explored, including isomorphism among research firms, the role of research in generating value, and the broader economic context in which research takes place. Finally, the paper considers whether continuing use of the term is beneficial to the future success of the research sector.
[Digital First] Published 1 June 2016

Explaining Cameron's comeback, by Robert Worcester, Roger Mortimore, Paul Baines and Mark Gill [Download PDF]
Humphrey Taylor Vol. 58 No. 3, 2016 pp. 486–488
This book review examines 'Explaining Cameron's comeback' by Robert Worcester, Roger Mortimore, Paul Baines and Mark Gill. This book is the fifth in a series of books covering the recent UK elections, based predominantly on Ipsos MORI polling data. 'Explaining Cameron's comeback' concerns itself with explaining why the final Ipsos MORI poll, and all the other ten national polls, showed the main two parties neck and neck, despite the subsequent Conservative victory. The authors argue that the polls were actually not as wrong as they now appear and that the key issue was that the estimates of probable Labour voters were too high – this is different from the main reasons the BPC/MRS report has identified for the shortcomings of the polls.
Published 27 May 2016

The storytelling book: finding the golden thread in your presentations, by Anthony Tasgal [Download PDF]
David Smith Vol. 58 No. 3, 2016 pp. 485–485
This book review examines 'The storytelling book: finding the golden thread in your presentations' by Anthony Tasgal. 'The storytelling book' will interest those who want to know more about the idea of using the emotional power of stories to engage audiences. The first section of the book is dedicated to illustrating how past presenters have lost their way and the development of the 'death by PowerPoint' style of presentation. The second section focuses on encouraging readers to be 'meaning hunters' and not hide behind masses of data. The final section of the book includes 24 useful tips to help people develop their storytelling craft.
Published 27 May 2016

IJMR-hosted debate: 'Who will succeed in the new era of data discovery' – Impact 2016, London, 15 March 2016 [Download PDF]
Adam Phillips, Edwin Kooge, Paul Bosher and Rachel Lawes Vol. 58 No. 3, 2016 pp. 473–484
The MRS's Impact 2016 conference showcased the research sector's curiosity, its talent to mine dazzling insights and its ability to ignite revolution in business and society. The IJMR-hosted debate focused upon the question of 'who will succeed in the new era of data discovery' and included Adam Phillips from Real Research who chaired the debate, as well as speakers: Edwin Kooge from Metrixlab Big Data Analytics, Paul Bosher from Walgreens Boots Alliance, Rachel Lawes from Regent's University, London, and Christina Jenkins from LinkedIn. The new era offers the opportunity for researchers to act as 'data curators': identifying, sourcing, integrating, analysing and interpreting the 'smart data' that delivers real added-value insights to clients. Researchers will need to have a new range of skills and experience – from both the data analysis and the business side – in order to truly make the most of the exciting new era.
Published 27 May 2016

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