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Current Issue

Vol. 57 No. 3, 2015

Peter Mouncey pp. 325–334 [PDF]
In his editorial, Peter Mouncey focuses on the IJMR-hosted debate on 'Fit-for-purpose sampling in the internet age' held at Impact 2015. He also provides a summary of the key points from other sessions at the conference and introduces the papers in this issue of IJMR.
Published 26 May 2015

Can MAD replace significance tests? Comments on 'When "significant" is not significant'
Chuck Chakrapani pp. 335–338 [PDF]
This article offers some comments and questions on the article 'When "significant" is not significant', by Kennedy, Scriven and Nenycz-Thiel, published in IJMR volume 56, issue 5, 2014.
Published 26 May 2015

Response to comments on 'When "significant" is not significant'
Rachel Kennedy, John Scriven and Magda Nenycz-Thiel pp. 339–342 [PDF]
This article provides a response to the comments and questions raised in 'Can MAD replace significance tests? Comments on 'When "significant" is not significant', published in this issue of IJMR.
Published 26 May 2015

Viewpoint: How not to assess advertising
Dominic Twose pp. 343–345 [PDF]
This article argues that advertising assessment based on ad recognition is essentially flawed and that ad recognition is not a good surrogate for exposure. The author argues that while this type of analysis has a superficial appeal, it is a variant of what has become known as the Rosser Reeves fallacy, which dates back to the 1960s.
Published 26 May 2015

An investigation in brand growth and decline across categories
Giang Tue Trinh and Zachary William Anesbury pp. 347–356 [PDF]
This study investigates the variation in brand growth and decline across many different product categories. It uses recent consumer panel data from the UK, covering 639 brands across 28 categories, including food, personal care, home care and pet food, over a five-year period from 2008 to 2012. Consistent with the literature, the study finds that most brands in the consumer packaged goods market are stationary, as only 14% of the brands change their market share by more than three points. However, the study discovers that some categories are more dynamic than others. The percentage of brands that change their share by more than three points is different across the categories, varying from 0% to 44%. The study further examines some potential factors that can affect the variation and finds that category penetration and purchase frequency have significant effects on the variation. The lower the category penetration and category purchase frequency, the lower the brand share stationarity. On the other hand, proportion of sales on promotion in the category and new SKU introductions do not have a significant effect on the variation.
Published 26 May 2015

The elicitation capabilities of qualitative projective techniques in political brand image research
Christopher Pich, Guja Armannsdottir and Dianne Dean pp. 357–394 [PDF]
There is a paucity of research that outlines how to understand the image of political brands. Responding to this identified gap in the literature, this research seeks to demonstrate the elicitation capabilities of qualitative projective techniques to explore the political brand image of the UK Conservative Party. This paper highlights that projective techniques can provide a greater understanding of underlying feelings and deep-seated attitudes towards political parties, candidates, and the positive and negative aspects of brand image. Many of the associations and perceptions may have been overlooked if other research methods had been adopted. Projective techniques may be adopted by political actors to assess how their brands are understood and, if required, make adaptations to their communicated brand identity.
Published 26 May 2015

Can a non-probabilistic online panel achieve question quality similar to that of the European Social Survey?
Melanie Revilla, Willem Saris, Germán Loewe and Carlos Ochoa pp. 395–412 [PDF]
Recently, Revilla and Saris (2012) showed, using data from the Netherlands, that the quality of responses (product of reliability and validity) in a probability-based online panel (LISS) can be similar to those from face-to-face surveys (European Social Survey round 4). However, most online panels select their members in a non probability-based way. They usually also send many more surveys per month to their panellists. Both together can generate professional respondents whose quality of answers may be different. Therefore, it makes sense to make a similar comparison for a non-probability-based online panel (Netquest). Although differences are found, the similarities prevail. Overall, we cannot say that one of the surveys has higher estimates of quality, when defined as the product of reliability and validity, than the other.
Published 26 May 2015

A gamification effect in longitudinal web surveys among children and adolescents
Aigul Mavletova pp. 413–438 [PDF]
The paper measures a gamification effect in longitudinal web surveys among children and adolescents 7–15 years old. Two waves of the study were conducted using a volunteer online access panel in Russia among 737 children. Respondents were randomly assigned to one of the three conditions in the first wave without changing the treatment in the second wave: (1) a text-only survey, (2) a visual survey and (3) a gamified survey. Though in the first wave of the study respondents found it more enjoyable and easier to complete the gamified survey, no differences in participation rates were found between the conditions in the second wave. Contrary to expectations, a higher breakoff was found in the gamified condition. Moreover, it produced lower test-retest reliability correlations than the text-only and visual conditions in all survey questions. The promising gamification effect found in the first wave of the study faded in the second wave. It seems that implementing gamified elements in longitudinal web surveys might differ from the implementation of gamified elements in cross-sectional surveys.
Published 26 May 2015

Factors associated with the production of word of mouth
Robert East, Mark Uncles, Jenni Romaniuk and Francesca Dall'Olmo Riley pp. 439–458 [PDF]
Factors that occur before word-of-mouth (WOM) production are examined, using an influential typology established by Mangold et al. (1999). We conduct two surveys, each covering four service categories, and measure the factors associated with both positive and negative word of mouth. We ask respondents to report on both giving and receiving word of mouth. This approach allows us to address three frequency-related concerns about WOM. The first concern is to supply an accurate survey-based count of word-of-mouth antecedents, which will assist those making marketing decisions and formulating advertising strategies. The second use of our results is to build knowledge about WOM factors in a way that assists understanding of the nature of word of mouth. We find limited variation in the frequency of WOM factors by service category. Satisfaction and dissatisfaction have equal frequency in the production of WOM about services and, more generally, the frequencies of the antecedents of positive and negative WOM on services are similar. There is also little difference between the frequencies measured for factors associated with giving WOM and those related to receiving WOM. A third concern has been the practice of deriving frequencies from qualitative reports, as was done by Mangold et al. (1999). Comparing their results with our own, we find substantial differences, which have implications for market research practice. One explanation for these differences is that retrieval bias operates more strongly in qualitative work than in surveys.
Published 26 May 2015

The voice of the Chinese customer: Facilitating e-commerce encounters
James O. Stanworth, Clyde A. Warden and Ryan Shuwei Hsu pp. 459–481 [PDF]
Numerous studies report the failure of western e-commerce experiences to effectively engage the Chinese customer. While culture shapes significantly customers' interpretation of their e-commerce experience we have not considered the way (dis)satisfactory determinants shape managerial action outside the western world. Our action research design, spread over a six-year period, integrates critical incidents to facilitate managerial reflection. We surface a new dimension of respect, while revealing important distinct interpretations of existing dimensions. Our narrative, which integrates a prototypical e-commerce experience, acts to crystallise fundamental insights for the management of Chinese e-commerce encounters.
Published 26 May 2015

Impact 2015 (MRS annual conference), Grange Tower Bridge Hotel, London, 17-18 March 2015
Adam Phillips, Reg Baker, Douglas Rivers and Corrine Moy pp. 483–494 [PDF]
With online now the first or second most important mode of research by value in the top ten research markets, IJMR sought to inject a dose of science and some practical advice into the debate about the quality of online research at a session at Impact 2015, held in London in March. This article presents the findings from the debate, focusing on non-probability sampling, the margin of error controversy and fit-for-purpose sampling in the internet age.
Published 26 May 2015

Making conjoint behavioural
Leigh Caldwell pp. 495–501 [PDF]
Traditional choice-based conjoint methods are based on an unrealistically rational model of consumer decision-making. These methods work accurately only if we assume that consumers can process all the information given to them, weigh it up and make a calculated, accurate decision. Modern discoveries in behavioural economics make it clear that these assumptions are incorrect. To accurately understand consumers’ decisions and preferences, conjoint methods must be updated to include behavioural understanding. This paper presents five ways in which this can be done: rank-finding conjoint, goal-attribute conjoint, intangible-attribute conjoint, algorithmic conjoint and contextual conjoint. Each of these extensions to the standard conjoint method can explore a specific aspect of the decision-maker’s psychology, and together they result in a much deeper and more accurate reading of consumer behaviour and desires.
Published 26 May 2015

Book review: Humanizing Big Data: Marketing at the Meeting of Social Science and Consumer Insight, by Colin Strong
Justin Gutmann pp. 503–505 [PDF]
This book review examines 'Humanizing Big Data: Marketing at the Meeting of Social Science and Consumer Insight' which takes stock, critiques, warns against and welcomes Big Data and the new and rapidly maturing set of techniques that will not go away.
Published 26 May 2015

MRS Events

September 2015

Essential People Management Skills14.09.15 | MRS, London EC1V 0JR

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Insight-driven Innovation15.09.15 | MRS, London EC1V 0JR

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Best of Impact 201515.09.15 | The Lowry Arts Centre, Salford Quays

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MRS News

Industry talent and client engagement

15.07.15 Read more

5-a-side tournament results 2015

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BIG/MRS Company Partner Conference Awards 2015

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