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Current Issue

Vol. 56 No. 2, 2014

Peter Mouncey pp. 135–144 [PDF]
In his editorial for IJMR, volume 56, issue 2, Peter Mouncey discusses some of the themes and presentations from the conference on marketing research in emerging markets organised by the Indian Institute of Management, held in January 2014. He also highlights news regarding several awards schemes and introduces the papers from the issue.
Published 26 March 2014

Viewpoint: Behavioural economics: a model of thinking
Caroline Whitehill Hayter pp. 145–147 [PDF]
This article recommends embedding behavioural economics into all market research, instead of seeing it as a separate methodology and demonstrates ways of looking at the way we use language in order to spot biased thinking. It provides six recommendations to look at behavioural economics holistically, including don't take briefs at face value; look at actual behaviour rather than recall or intentions; and take context into account.
Published 26 March 2014

A benchmark process for measuring consumer perceptions of total quality
Noel Mark Noël pp. 149–166 [PDF]
Researchers and business practitioners have made much progress in the last several decades towards both the measurement and management of the many aspects of quality. However, a standardised and comprehensive methodology for the measurement of consumer perceptions of total quality has remained elusive for a variety of reasons. This article proposes an illustrative pilot study that applies magnitude estimation (psychophysics) as a valid and convenient method to benchmark consumer perceptions of the various marketing dimensions that come to define total quality. The magnitude estimation approach allows specific quality-related information to be generalised and extended to other similar studies using small-size samples of targeted respondents. The ability to validate and generalise these findings across studies allows researchers and managers to observe functional relationships between existing and new marketing stimuli for related patterns and potential innovations. The observation and analysis of treatment effects over time allows management to implement a consumer-driven quality improvement programme. An empirical pilot study is presented for illustration of the methodology.
Published 26 March 2014

The origin and success of qualitative research
Lawrence F. Bailey pp. 167–184 [PDF]
Qualitative research has at last achieved full respectability in the academic sphere, and the success of commercial qualitative market research is demonstrably substantial. This article traces the history of qualitative research back to the time when both strands meet, in an academic source aware of the commercial value of applied psychology, drawing upon techniques that seek to explore and explain human behaviour. It is argued that the modern understanding of qualitative research comprises a ‘package’ of component parts, and that the essential elements of these were first identifiable, beginning in 1925, in the work and advocacy of the psychologist, Paul Felix Lazarsfeld.
Published 26 March 2014

Asymmetry in leader image effects and the implications for leadership positioning in the 2010 British general election
Roger Mortimore, Paul Baines, Ian Crawford, Robert Worcester and Andrew Zelin pp. 185–205 [PDF]
Using national survey data on voters’ perceptions of party leaders during the 2010 British general election campaign, we use logistic regression analysis to explore the association between specific image attributes and overall satisfaction for each leader. We find attribute-satisfaction relationships differ in some respects between the three main party leaders, demonstrating that leader image effects are not symmetrical across leaders. We find evidence that negative perceptions have more powerful effects on satisfaction than positive ones, implying that parties should seek to determine a leader’s image attribute perceptions measured against the public’s expectations of them on the same dimensions. The positions that campaigners ought then to choose are those that will have the most beneficial effect in encouraging voting behaviour for each particular leader or discouraging voting behaviour for an opponent.
Published 1 November 2013

Using graphical statistics to better understand market segmentation solutions
Sara Dolnicar and Friedrich Leisch pp. 207–230 [PDF]
Market segmentation lies ‘at the heart of successful marketing’ (McDonald 2010), yet market segmentation solutions are not trivial to interpret, especially if consumers are segmented using post hoc or a posteriori or data-driven segmentation, where several consumer characteristics are analysed simultaneously to identify or construct market segments. In fact, 65% of marketing managers admit to having difficulties with the interpretation of data-driven market segmentation solutions. In this study we develop novel ways of visualising segmentation solutions using graphical statistics methodology. The proposed plots help academics and practitioners to interpret complex market segmentation solutions, thus improving the practical usability of market segmentation, reducing the risk of misinterpretation and contributing to closing the much-lamented ‘theory–practice divide’ in market segmentation.
Published 1 December 2013

Sentiment analysis: A market-relevant and reliable measure of public feeling?
Barrie Gunter, Nelya Koteyko and Dimitrinka Atanasova pp. 231–247 [PDF]
This paper critically examines emergent research with sentiment analysis tools to assess their current status and relevance to applied opinion and behaviour measurement. The rapid spread of online news and online chatter in blogs, micro-blogs and social media sites has created a potentially rich source of public opinion. Waves of public feeling are vented spontaneously on a wide range of issues on a minute-by-minute basis in the online world. These online discourses are continually being refreshed, and businesses and advertisers, governments and policy makers have woken up to the fact that this universe of self-perpetuating human sentiment could represent a valuable resource to guide political and business decisions. The massive size of this repository of emotional content renders manual analysis of it feasible only for tiny portions of its totality, and even then can be labour intensive. Computer scientists have however produced software tools that can apply linguistic rules to provide electronic readings of meanings and emotions. These tools are now being utilised by applied social science and market researchers to yield sentiment profiles from online discourses created within specific platforms that purport to represent reliable substitutes for more traditional, offline measures of public opinion. This paper considers what these tools have demonstrated so far and where caution in their application is still called for.
Published 26 March 2014

The impact of source effects and message valence on word of mouth retransmission
Jeffrey P. Radighieri and Mark Mulder pp. 249–263 [PDF]
The impact of word of mouth (WOM) on consumer actions is more pronounced now than ever due to technology. Modern advancements have made engaging in WOM and contributing to viral marketing very commonplace. This notion can be troubling for firms, as consumers can say anything about any firm with virtually no chance of repercussions. Therefore, it is important to study the flow of WOM to help firms design strategies to influence its transmission. This study compares the impact of WOM sender expertise and valence of the WOM message on consumer likelihood to contribute to viral marketing by retransmitting messages to others. Results of our study find that messages from experts and non-experts are equally influential when the valence is positive (PWOM), but messages from experts are more influential than those from non-experts when the valence is negative (NWOM). Explanations for this result are given, as are contributions to both theory and practice.
Published 1 April 2013

Book review: Ethnography and Virtual Worlds: A Handbook of Method, by Tom Boellstorff, Bonnie Nardi, Celia Pearce and T.L. Taylor
Alan Wilson pp. 265–266 [PDF]
This book review describes 'Ethnography and Virtual Worlds' as a very practical handbook aimed at researchers, students and academics interested in using ethnographic methods to understand social interactions within the contexts of the Internet, computer games and virtual worlds. The majority of the book is organised according to the stages of a research project but also defines and give a brief history of ethnographic methods, and so may serve as a useful source of information on the application of ethnography in any context and not simply as a research approach for the virtual world.
Published 26 March 2014

MRS Events

April 2014

Research Communities29.04.14 | MRS, London EC1V 0JR

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Unlock the Story: Commercial Storytelling for Researchers30.04.14 | TBC, To be confirmed

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Data driven diamonds30.04.14 | Malmaison, Leeds LS1 4AG

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MRS News

MRS launches continuous professional development (CPD) programme

28.03.14 Read more

Bling Data, not Big Data

28.03.14 Read more

Letter to Grant Shapps, Conservative Party

24.03.14 Read more


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