Research Buyers Guide

The authoritative guide to research suppliers. Go

Research Jobfinder

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

Research-live.com

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

x

International Journal of Market Research

The essential aid for users and providers of research.

Editor's blog

Peter Mouncey discusses the landmark papers that shaped the future of the industry

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

Book review: How brands grow: part two, by Jenni Romaniuk and Byron Sharp [Download PDF]
Peter Mouncey Vol. 58 No. 6, 2016 pp. 881–882
This book review looks at 'How brands grow: part 2' by Jenni Romaniuk and Byron Sharp, the 2015 follow up to Byron Sharp's 2010 'How brands grow'. Like the first book, it attempts to challenge the reader to recognise the fundamental errors in contemporary marketing thought. The first two chapters reiterate material from the first book and throughout the work there is reused material. The third and fourth chapters, 'Building mental availability' and 'Leveraging distinctive assets', are the most valuable, compared to some of the more basic later chapters. The reviewer's reaction to the book was mixed, while some of it was insightful it didn't live up to the first book though some readers of the first book may find more detail on its key concepts.
Published 30 November 2016

Forum: Comparing association grids and 'pick any' lists for measuring brand attributes [Download PDF]
Duncan Rintoul, Homa Hajibaba and Sara Dolnicar Vol. 58 No. 6, 2016 pp. 779–794
Using a split-ballot experiment with 940 respondents, this study compares the quality of data from an association grid with data gathered through a single ‘pick any’ list repeated for each brand on a new page in a web survey. The association grid is a multiple response matrix used to measure brand image associations for a number of brands at the same time. Attributes are usually presented as rows, and brands in columns, allowing respondents to select each association they perceive to be true (e.g. Coca Cola – Popular). Our results indicate that larger association grids are answered considerably faster, but are heavily prone to evasion bias and perform worse when it comes to drop-out, comprehension and attention to the task. Smaller association grids have no ill effect on the respondent experience, but are also devoid of material benefit in terms of field time or data quality. As a tool for measuring brand-image association, the association grid is therefore not recommended.
Published 30 November 2016

Viewpoint: Importance-performance analysis: common misuse of a popular technique [Download PDF]
Josip Mikulic, Darko Prebežac and Marina Dabic Vol. 58 No. 6, 2016 pp. 775–778
This viewpoint discusses the misuse of Importance-Performance Analysis (IPA). The authors argue that in contemporary IPA research importance is rarely regarded as a multidimensional concept despite the topic being debated since the late 1960s. They say that the practice of making absolute, categorical conclusions in IPA, based solely on the relative positioning of attributes, should be abandoned but that stated and derived measures must not be regarded as alternative measures for the same concept, i.e. importance. Therefore, managerial implications in future IPA research must necessarily be adapted to the type of importance measure used, although ideally both should be utilised.
Published 30 November 2016

Editorial [Download PDF]
Peter Mouncey Vol. 58 No. 6, 2016 pp. 767–774
In this editorial, Peter Mouncey previews the articles in volume 58(6) of IJMR, covering topics including the application of consumer perceptions to brand categorisation, methods for identifying store personalities, the consumer style index in an Arabian context and the application of SCM models. Peter also discusses the forum section on measuring brand image and the viewpoint section on the misuse of Importance-Performance Analysis. His editorial examines Rob Santos, article on why polls have not been accurate recently. He also writes about the MRS evening meeting on augmenting polls with passive data. Peter ends the editorial with the announcement of a special issue of IJMR on the challenges of measuring public opinion and he highlights the Call for Papers.
Published 30 November 2016

An exploration of consumers' response to online service recovery initiatives [Download PDF]
Wilson Ozuem, Amisha Patel, Kerry E. Howell and Geoff Lancaster
The focus of this paper is on levels of service failure and recovery strategies in relation to UK online fashion retailers. In a changing social, political and economic environment the use of information technology has permeated all forms of organisations: from private to public, local to global, old and new. Parallel with this development, companies have developed and experimented with new means of interacting with customers, and have devised and applied a variety of marketing strategies. The deployment of the internet, along with its subsets, has created a number of new opportunities, as well as a range of uncertainties and burdens, particularly on consumer perceptions of service quality, service failure and recovery. This paper contributes to extant knowledge and offers an understanding of behavioural-related issues, e.g. understanding consumer behaviour in the development of innovative business models in the industry.
[Digital First] Published 3 October 2016

See more

MRS Events

December 2016
Training05

Writing to Achieve Results05.12.16 | MRS, London EC1V 0JR

More details Book now
Awards05

MRS Awards 201605.12.16 | Supernova, London WC2N 6PA

More details Book now
Training06

Winning Proposals and Pitches06.12.16 | MRS, London EC1V 0JR

More details Book now

MRS News

MRS President's Medal 2016

07.11.16 Read more


MRS Delphi Group launches new report on how organisations use data and insight

01.11.16 Read more


Call for 2017 election of MRS Main Board Members

26.10.16 Read more


Warc

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

FDbanner.jpg