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International Journal of Market Research

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Management of the fuzzy front end of innovation, by Oliver Gassman and Fiona Schweitzer [Download PDF]
Nusa Fain and Beverly Wagner Vol. 58 No. 4, 2016 pp. 637–638
This book review examines 'Management of the fuzzy front end of innovation' edited by Oliver Gassmann and Fiona Schweitzer. The inadequate management of the early innovation phase if commonly referred to as the fuzzy front end (FFE); empirical research suggests the FFE is essential to successful innovation, but management continues to have difficulty designing this stage. This book aims to address this issue by presenting practical explanations, tools and examples of how to manage and implement the FFE of the innovation process. The research draws upon a wide range of knowledge within the field of innovation management and includes contributions by key scholars and practitioners in accessible language. The integration of empirical research with practical case studies makes the book a unique and compelling read which achieves its primary objective of explaining the FFE and the impact its effective management can have on innovation outcomes.
Published 5 August 2016

Black box thinking: the surprising truth about success, by Matthew Syed [Download PDF]
Dick Stroud Vol. 58 No. 4, 2016 pp. 635–637
This book review examines 'Black box thinking: the surprising truth about success' by Matthew Syed. 'Black box thinking' looks at the very different ways that various people and organisations can respond to failure; in particular, comparing the aviation industry's process of compiling data after any accident with healthcare's tendency to deny responsibility for any failures. Healthcare is defined by Syed as a 'closed loop' where failure does not lead to progress, whereas aviation is an 'open loop' that systematically analyses failure to ensure it is not repeated. Individuals, like the industries discussed, also benefit from admitting their mistakes and trying to learn from them. The book investigates organisational cultures where failure is used to drive progress through case studies such as James Dyson, Unilever, and Team Sky.
Published 5 August 2016

A better rim weighting algorithm [Download PDF]
Michael Baxter Vol. 58 No. 4, 2016 pp. 621–634
This paper proposes the asymmetric rim weighting algorithm as an alternative to rim weighting (also called raking). The latter is currently a popular method for grossing up the results of a sample survey, but asymmetric rim weighting produces results that are more efficient and have fewer high weights, with little or no increase in processing time.
Published 5 August 2016

Negative online consumer reviews: can the impact be mitigated? [Download PDF]
L.G. Pee Vol. 58 No. 4, 2016 pp. 545–568
This study proposes that managing the marketing variables of product information, price, promotion and product distribution can mitigate the impact of negative online reviews (NOR). NOR are often inevitable, have a much wider reach, dwell much longer and threaten product sales. It is therefore necessary to understand how the negative impact can be managed more actively. The marketing variables are conceptualised for the e-commerce context. Analysis of objective data on 500 books supports the hypotheses and provides empirical evidence for the relative effectiveness of the variables. In addition to adapting the 4Ps framework of marketing management to the e-commerce context, this study highlights the need and potential to extend theoretical development and research efforts beyond the antecedents and effects of NOR to understand how to manage NOR. The findings have practical relevance for e-commerce businesses. Avenues for future research are also identified.
Published 5 August 2016

Device use in web surveys: the effect of differential incentives [Download PDF]
Aigul Mavletova and Mick P. Couper Vol. 58 No. 4, 2016 pp. 523–544
This paper hypothesises that conditional differential incentives can increase overall participation rates and the proportion of respondents who use a particular device in web surveys. Previous studies have not found effective ways of encouraging participants to use smartphones to complete web surveys. We conducted an experiment using a volunteer online access panel in Russia with 5,474 invitations sent to regular mobile internet users. We varied the invitation mode (SMS vs email) and encouragement to use a particular device for completing the survey: mobile phone or personal computer (PC). SMS increased the proportion of mobile web respondents, while email increased the proportion of PC web respondents. As expected, differential incentives increased the overall participation rates by 8–10 percentage points if higher incentives were offered for completing the survey on a mobile phone. Contrary to expectations, offering higher incentives to PC web respondents did not produce higher participation rates compared to the control condition. Both encouraging the use of a mobile phone and offering higher incentives were effective at increasing the proportion of respondents using mobile devices. In terms of both participation rates and the proportion of respondents using mobile devices, offering incentives 50% higher was as efficient as offering incentives 100% higher for mobile web respondents. Offering higher incentives to mobile web respondents also had an effect on sample composition. Significantly higher participation rates were found among females and those with higher education.
Published 5 August 2016

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