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International Journal of Market Research

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98% Pure Potato, by Tracey Follows and John Griffiths [Download PDF]
Merry Baskin Vol. 59 No. 3, 2017 pp. 391–392
This book review looks at ‘98% pure potato’, by Tracey Follows and John Griffiths. The self-published work is an intriguing and insightful look into the origins of advertising account planning through interviews of the pioneering planners and researchers themselves. It has broader appeal beyond planning and should be picked up by marketers and researchers as well. The authors opine that account planning started in the UK rather than the US due to innovations in qualitative research. Early account planners loved data and used quantitative research to build the quality of the IPA Effectiveness Awards. The book makes a powerful case that research is a creative tool that has helped produce some of the greatest advertising in the world.
Published 31 May 2017

Conference Notes: 'Methodology in Context', 24 November 2016, London [Download PDF]
Rachel Lawes and Neha Viswanathan Vol. 59 No. 3, 2017 pp. 383–390
This was a one-day Market Research Society conference with ten presentations covering a very wide perspective on methodological developments. There are two Conference Notes from that event. In the first, Rachel Lawes argues the case for applying semiotics as a core methodology in qualitative research; in the second, Neha Viswanathan discusses the methodological challenges when researching millennials in an emerging market. The notes for Lawes concludes that the challenges for adopting such a methodology are more organisational bu researchers will benefit by expanding their ability to do the qualitative equivalent of inferential statistics. Viswanathan argues that brands need to acknowledge and understand that there is a world beyond millennials and London, and that they need intimacy with a wider demographic if they want to be relevant to more of the market.
Published 31 May 2017

Marketing models: a review of the literature [Download PDF]
Canan Eryigit Vol. 59 No. 3, 2017 pp. 355–382
This paper reports the results of a systematic review of recent literature on the use of mathematical models in the marketing field to identify the main aims of model adoption in various functional areas of marketing. As study material, we have chosen 143 articles that used marketing models and were published in the Journal of the Academy of Marketing Science, Journal of Marketing, Journal of Marketing Research, International Journal of Research in Marketing, Quantitative Marketing and Economics and Quality and Quantity, from 2010–2014. Based on content analysis, these articles were assigned to consumer behaviour, product management, pricing management, distribution management, promotion management and marketing dynamics research themes in accordance with their research objectives. Some of these clusters were determined based on previous studies, while others emerged from our review. It is found that the highest (lowest) proportion of articles reviewed in this study involve research that uses marketing models in the marketing dynamics (distribution management) research theme. The next most common research theme was consumer behaviour. Articles utilising marketing models in product, pricing and promotion management themes were moderately common. We also summarise specific purposes for the use of marketing models in each research theme.
Published 31 May 2017

Picking winners: new product concept testing with item response theory [Download PDF]
Chunyu Li, Ling Peng and Geng Cui Vol. 59 No. 3, 2017 pp. 335–354
This paper describes how, based upon item response theory (IRT) and its differential item functioning (DIF), two studies were designed to address two important issues – adopting effective items or inviting proper respondents – involved in the identification of successful new concepts, to test new concepts with different levels of newness. Study One shows that some items in a multi-item scale better discriminate among concepts with low or high viability, and that tailored selections of items are necessary when testing major innovation or minor improvement concepts. Study Two pinpoints that choosing an effective source of respondents is important to identify popular movies. Although evaluations from ordinary moviegoers are generally more discriminating among movies with different popularity, those from professional critics are more effective for movies of unfamiliar genres. The implementation of IRT and DIF in both studies demonstrates an effective two-step benchmarking procedure for picking up winners for different new concepts.
Published 31 May 2017

The impact of word of mouth on intention to purchase currently used and other brands [Download PDF]
Robert East, Jenni Romaniuk, Rahul Chawdhary and Mark Uncles Vol. 59 No. 3, 2017 pp. 321–334
This paper measures how the impact of positive and negative word of mouth (PWOM, NWOM) is related to the receiver’s intention to purchase brands, using shift in the intention to purchase as the measure of impact. It distinguishes between currently used and other brands, and finds that PWOM has more impact, and NWOM less, when these forms of advice are on the current brand. The PWOM effect persists among those who are disinclined to rebuy their current brand, so it is not based on preference. Similarly, the NWOM effect is not enhanced when respondents are disinclined to repurchase their current brand. To explain this phenomenon, we suggest that the current brand is better understood, making it easier for customers to accept PWOM and reject NWOM on it, irrespective of preference. This work, by showing that the response to WOM is relatively independent of preference, also indicates that bias based on preference may be a limited hazard in survey responses about WOM. When account is taken of the relative frequency of WOM on current and other brands, PWOM has twice as much effect on customer acquisition as customer retention, while NWOM has more than four times as much effect in deterring the acquisition of new buyers as it has on deterring customer retention. This evidence contributes to our understanding of how WOM acts to both retain and acquire customers.
Published 31 May 2017

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