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International Journal of Market Research

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Patterns of fruit and vegetable buying behaviour in the United States and India [Download PDF]
Zachary Anesbury, Luke Greenacre, Amy Wilson and Ava Huang
This paper describes the patterns discovered in fruit and vegetable buying behaviour in the United States and India. Using claimed buying data obtained from online questionnaires, it compares the patterns against those found extensively in consumer goods categories across the world. This study analyses consumer loyalty with Double Jeopardy, consumer sharing with Duplication of Purchase and brand user profiles with Mean Absolute Deviations. The results show the buying behaviour patterns of Double Jeopardy, Duplication of Purchase and that brand user profiles exist within the fruit and vegetable categories. The implications of these findings are: (1) that the size of fruit and vegetable brands are largely determined by how many people buy them and not how loyal those consumers are; (2) fruit and vegetable brands share consumers with one another; and (3) fruit and vegetable brands are not purchased by unique segments of the population. Therefore, in order to increase the number of people buying fruit and vegetable brands, marketers should focus on increasing their mental and physical availability (i.e. the same strategies used for consumer goods brands).
[Digital First] Published 30 October 2017

Consumer acceptance of self-service technologies: an ability–willingness model [Download PDF]
Cheng Wang
This study suggests that, in addition to willingness, ability is a relevant and important dimension of self-service technology (SST) acceptance and, going beyond prior studies’ exclusive focus on willingness, develops an SST acceptance model that captures both consumer ability and willingness to use such technologies. Previous research on consumer acceptance of SSTs has focused primarily on consumers’ willingness, while neglecting their ability – this is evident in many SST studies investigating adoption intentions. However, using an SST often requires skills and some level of confidence. Drawing upon the ability–willingness framework, this study adopts a cross-sectional field survey approach to recruit real consumers using self-checkout technology at a supermarket. Results from structural equation modelling based on 281 consumers highlight the relevance and importance of ability, and show that consumers’ willingness and ability to use SSTs are determined by different factors.
[Digital First] Published 5 October 2017

Web survey methodology' by Mario Callegaro, Katja Lozar Manfreda and Vasja Vehovar [Download PDF]
Alan Wilson Vol. 59 No. 5, 2017 pp. 691–692
This book review looks at “Web survey methodology” by Mario Callegaro, Katja Lozar Manfreda and Vasja Vehovar. The reviewer states that the eight chapter work is a comprehensive reference book for anyone who intends to do web surveys. The first chapter gives a history of web survey methodology, the next three cover the web survey process then there is a chapter on implementation followed by one giving research context and a final two chapters on web surveys and their future. The work is very detailed but has a dense academic style. The content is more appropriate for readers who have a knowledge of market research, so would not be useful as a stand-alone textbook for university courses.
Published 26 September 2017

Economic value for university services: modelling and heterogeneity analysis [Download PDF]
Raquel Sánchez-Fernández, David Jiménez-Castillo and Angeles Iniesta-Bonillo Vol. 59 No. 5, 2017 pp. 671–690
The study described here develops a perceived value model, from the alumni's perspective, to determine the sources of economic value universities must focus on to enhance satisfaction, organisational image and identification. The assessment of university audiences' perceived value of service is increasingly critical for universities to become more innovative and competitive, yet research rarely examines the nature, effects or perceptions of value in this context. The study also aims to identify alumni-specific differences in the model, considering the existence of unobserved heterogeneity. Survey data from a sample of 500 alumni were examined using partial least squares (PLS) and Finite Mixture PLS. Overall results support the model, but the heterogeneity analysis differentiates between two latent classes in the number of sources of economic value and the intensity and significance of the proposed relationships. The findings provide useful theoretical and practical insights, and highlight the importance of uncovering heterogeneity in structural models.
Published 26 September 2017

The NLS-based grey Bass model for simulating new product diffusion [Download PDF]
Yanyu Wang, Lingling Pei and Zhengxin Wang Vol. 59 No. 5, 2017 pp. 655–670
To solve the problems inherent in the existing Bass model, this paper develops a grey Bass model using a non-linear least squares method (NLS) and provides the whitenisation solution of differential equations. A Bass model exploits the specific advantage in simulating and predicting new product diffusion. Unfortunately, the existing Bass model has two problems: one lies in the conflict between the small sample support in new product diffusion and the large sample requirement in Bass model estimations; the other is over-reliance on the subjective experience in estimating potential market capacity. Although Wang et al. (2011) proposed the grey Bass model to solve the first problem, the second problem remains untouched. Based on this work by Wang and colleagues, the improved method described in this paper is not only suitable for the small sample situation, but also directly estimates potential market capacity. Using the WeChat case, the authors test the improved method's estimation and prediction effects. The results show that the estimations for internal coefficient, external coefficient and potential market capacity are all significant at the 1% level, and the prediction effect in grey theory critical level reaches level 1. Additionally, internal and external sample prediction are both consistent with the raw data and company report.
Published 26 September 2017

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