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Current Issue

Vol. 58 No. 1, 2016

Peter Mouncey pp. 1–14 [PDF]
In his editorial, Peter Mouncey discusses the shortcomings of the polling that preceded last year's UK General Election and posits whether pollsters can find ways to either produce samples that reflect voters, or develop models to sufficiently adjust the data from general samples. This issue has undoubtedly placed modern research methods under the microscope and remains vitally important in the run-up to the EU referendum. While the investigation into what happened in May 2015 continues to unfold, everyone involved in market research should have already recognised the lesson that the quantity of data is meaningless unless the quality can be assured.
Published 19 January 2016

Market research industry, tipping point or no return?
Laurent Florès pp. 15–18 [PDF]
This Viewpoint argues that the industry of market research is in danger of reaching a point of no return if it does not grasp the opportunities available to it. Online research has transformed market research over the past 15 years into a more concentrated industry with only small growth year-on-year – compared to related market intelligence or consulting industries that show double-digit growth annually. Moreover, while market research makes data 'speak', the profession does not receive nearly the same amount of attention as Big Data players or data scientists. This all demands that market research leverage the tipping point at which it is currently poised to create a bigger, proactive, and more exciting research industry for the future.
Published 19 January 2016

Exploring reidentification risk: is anonymisation a promise we can keep?
Daniel Nunan and MariaLaura Di Domenico pp. 19–34 [PDF]
The anonymisation of personal data has multiple purposes within research: as a marker of ethical practice, a means of reducing regulation and as a safeguard for protecting respondent privacy. However, the growing capabilities of technology to gather and analyse data have raised concerns over the potential reidentification of anonymised datasets. This has sparked a wide-ranging debate among both academic researchers and policy makers as to whether anonymisation can continue to be relied upon. This debate has the potential to create important implications for market research. This paper analyses the key arguments both for and against anonymisation as an effective tool given the changing technological environment. We consider the future position of anonymisation and question whether anonymisation can retain its key role given the potential impact on both respondent trust and the nature of self-regulation within market research.
Published 19 January 2016

Stakeholder preference and stated vs derived importance satisfaction research
Steven J. Greenland, Ian A. Combe and Andrew M. Farrell pp. 35–56 [PDF]
This paper presents a case study that reveals how stakeholders in the research process, by recommending specific data collection and analytical techniques, exert significant ‘hidden’ influence on the decisions made on the basis of market research findings. While disagreements among stakeholders regarding research design are likely, the possibility that strategies adopted by companies are dependent upon stakeholder research preferences has not been adequately addressed in the literature. Two widely used quantitative customer satisfaction evaluation approaches, involving stated and derived importance, are compared within a real-life market research setting at an international bank. The comparative analysis informs an ongoing debate surrounding the applicability of explicit and implicit importance measures, and demonstrates how recommendations are dependent upon the methodological and analytical techniques selected. The findings, therefore, have significant implications for importance-based satisfaction market research planning, and highlight the need to consider the impact of stakeholder preferences on research outcomes.
Published 19 January 2016

Comparing approaches to elicit brand attributes both face-to-face and online
Samantha Hogan, Jenni Romaniuk and Margaret Faulkner pp. 57–78 [PDF]
Brand attributes play an important role in tracking customer-based brand equity. Therefore researchers need an effective approach for eliciting attributes. This paper has two aims: to determine which of four different techniques elicit(s) better results; and to test if online data collection is a viable alternative to face-to-face collection. The techniques compared are: Zaltman Metaphor Elicitation Technique (ZMET), Free Elicitation (FE), Repertory Grid (RG) and Projective Elicitation (PE). These approaches are compared on the number and variety of attributes generated, as well as respondent evaluation. FE is the best-performing technique in a face-to-face context, generating the most attributes, evaluated positively by respondents and providing a typical distribution of attribute types. We also provide evidence that online is a viable data collection method for attribute elicitation studies, except ZMET due to respondent drop-out. Online we recommend a combination of FE and PE to obtain a range and variety of responses.
Published 1 February 2015

A new measure of consideration set size: The average number of salient brands
Lara Stocchi, Melissa Banelis and Malcolm Wright pp. 79–94 [PDF]
This research proposes a new method for computing consideration set size as the sum of the associative penetrations (or the 'mental' repertoire). This multi-cued non-attitudinal measure represents the chances of retrieving brands from memory, or the average number of salient brands. It is consistent with developments in memory theory and conceptually similar to a behavioural measure, i.e. purchase repertoire size. As such, it offers a stronger conceptual framework and a more robust empirical basis for comparisons between the cognitive and behavioural dimensions of consumer choice. This measure and the underlying theoretical approach is validated through empirical analysis across multiple categories, which includes: (i) appraisal of the extent to which the 'mental' repertoire is larger yet correlated with the behavioural (or purchase) repertoire; (ii) appraisal of the extent to which this relationship reveals the expected usage effect in brand image data; and (iii) a clarification of whether the interplay between retrieval propensities and purchase propensities in determining repertoire size is borne out by observation. The new approach enables individual brand-level diagnostic benchmarks to be specified. It also provides insights for marketing practice, including a framework by which marketing strategies may affect retrieval and purchase propensities differently.
Published 1 May 2015

Deal of the day: analysing purchase frequency-based subscriber segmentation
Edward Boon and Nir Ofek pp. 95–118 [PDF]
Deal of the day is a form of e-commerce in which an intermediary allows merchants access to a subscriber list, to promote their offerings at a discount. This study performs a cluster analysis on the purchase history of a deal intermediary, to identify customer segments based on their purchase frequency, price sensitivity and the types of deal they buy. Five segments were identified, including a large group of customers who made one purchase and then stopped buying, a small group of extremely deal-prone subscribers, and a segment that limits their purchases to very few types of product (e.g. restaurant meals or spa treatments). The findings further show that targeting deals to specific customers may be desirable in the future to prevent information overload and ensure loyalty.
Published 19 January 2016

Experiential motivations of socially responsible consumption
Saeed Shobeiri, Lova Rajaobelina, Fabien Duff and Caroline Boivin pp. 119–140 [PDF]
This paper uses the experiential marketing concept to explain some of the motivations for socially responsible consumption. It is argued that practising responsible behaviour helps consumers to perceive five different types of experiential value: emotional, cognitive, sensory, relational and behavioural. A web-based survey on a panel of more than 1,000 North American respondents confirmed the presence of an average level of each experiential value type in responsible decisions. We also found evidence for gender and age differences in the perception of those experiential benefits. This study provides guidelines to better promote socially responsible consumption through enriching consumers’ experiential motivations. The findings of this study also provide ideas for demographic-based targeting of responsible goods/services.
Published 19 January 2016

'Tackling data overload: making sense of complex multi-source data', Association of Survey Computing (ASC) conference, Royal Statistical Society, 20 November 2015
Jon Puleston pp. 141–152 [PDF]
This Association of Survey Computing (ASC) conference was interested in exploring how the concept of "research data" is changing and discovering the ways practitioners are getting to grips with the many challenges and opportunities thrown up by this data revolution. This article showcases a presentation by Jon Puleston – VP of Innovation of Lightspeed GMI at Kantar business – that investigates the science of visual communication and examines the role icons, charts and visuals play in the gathering and delivery of research data. Amongst other things, it discusses how we process visual information, how visuals help us to remember information and how visuals motivate us to consume information. It also provides best practice advice for using icons and charts in research and guidance on how to exploit visuals when delivering research information.
Published 19 January 2016

Book review: What is a 21st century brand? New thinking from the next generation of advertising leaders, edited by Nick Kendall
David Smith pp. 153–155 [PDF]
This book review examines 'What is a 21st century brand: New thinking from the next generation of advertising leaders'. Edited by Nick Kendall, this book is a collection of award-winning Institute of Practitioners in Advertising (IPA) papers assembled to investigate what brands can do to engage with today's truly empowered and streetwise customers. The main part of the book is split into three sections that seek to answer: 'What is a brand?', 'What is a brand idea?', and 'How should we organise to deliver?'. Overall, the book contains lots of different essays on wide-ranging topics that ask leading-edge thinkers to share beliefs and thoughts on the future of brands. Despite lacking a comprehensive section of overarching conclusions and observations, the book will be enjoyed by advertising practitioners and serves as a useful reference for ideas and inspiration.
Published 19 January 2016

Book review: Inside the nudge unit: how small changes can make a big difference, by David Halpern
Omar Mahmoud pp. 155–157 [PDF]
This book review examines 'Inside the nudge unit: how small changes can make a big difference', which presents an interesting model of human behaviour and demonstrates how it can be applied to different areas of public policy and well-being. The author, Dr. David Halpern, is a behavioural scientist and Chief Executive of the Behavioural Insights Team (BIT), commonly known as the Nudge Unit. This book stands out from other behavioural economics books not because of Halpern's obvious expertise, however, but because of its practicality. Throughout the work Dr. Halpern provides an overview of how the ideas can be applied to a wide range of policy issues and personal concerns which include everything from getting people to pay taxes on time to quitting smoking. This book should, therefore, prove extremely useful for anyone in the business of, or with an interest in, the mechanics of behaviour change.
Published 19 January 2016

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