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Current Issue

Vol. 59 No. 1, 2017

Peter Mouncey pp. 1–9 [Download PDF]
In this editorial, Peter Mouncey previews the articles in volume 59(1) of IJMR, covering topics including co-creation in new product development, perspectives on mobile data collection, the impact of social media in political campaigning and strategies when responding to service failure in online retailing. Peter also writes about the forum section on testing the impact of gamifying online research and the viewpoint section on using metrics that provide a balanced analysis of campaign success. He discusses the final IJMR Lecture of 2016 on ethics and social media research, the third ADAN Innovation Symposium and the Cathie Marsh Memorial Lecture. Peter ends the editorial by announcing that IJMR will host four sessions at Impact 2017 and the death of Martin Collins, a prior Reviewer of the Year.
Published 24 January 2017

Viewpoint: Advertising needs rats, not tails
Richard Shotton pp. 11–12 [Download PDF]
This viewpoint discusses the need for balanced metrics to combat the rise of short-termism and provide a better analysis of campaign success. The author highlights the perils of the cobra effect, where if there is a difference between a metric and the objective then there are likely to be unintended consequences. He argues that advertisers are falling victim to this by attempting to solve complex problems with simple targets. This leads to a focus on short term metrics despite the greater value potential of long term metrics. The author suggests that campaigns need balanced metrics and that people accept that no range of metrics can fully capture a complex problem.
Published 26 January 2017

Consumer co-creation: an opportunity to humanise the new product development process
Deborah Lynn Roberts and William Darler pp. 13–33 [Download PDF]
Based on findings from four in-depth case studies within global brand manufacturers in the fast moving consumer goods (fmcg) industry, this paper develops a framework for understanding the organisational processes that support consumer co-creation within new product development (NPD). A new perspective, that of co-creation, in which consumers are 'active' participants in the design and development of new products, is challenging the traditional model of NPD. Co-creation provides an opportunity for market researchers to develop a people-centric approach to research, thereby humanising the NPD process. Key to co-creation practices are: a culture supporting innovation and co-creation; a strategy for consumer selection; a focus on qualitative research methods; and training in business creativity and relationship-building skills.
Published 26 January 2017

PC, phone or tablet? Use, preference and completion rates for web surveys
Kylie Brosnan, Bettina Grün and Sara Dolnicar pp. 35–56 [Download PDF]
This study investigates whether it is the case that representativity is undermined if personal computer, tablet and smartphone respondents differ in socio-demographic characteristics and display different survey completion rates. Online market research is struggling with sample representativity. The analysis of more than ten million survey invitations, as well as stated device preference information, suggests that web survey respondents who are members of online panels still mostly use their personal computers, but do express increasing interest in using smartphones and tablets. Survey completion rates do vary across devices, and device use is significantly associated with socio-demographic characteristics and length of membership on a panel. Therefore, researchers must not limit respondents to use a specific device for completing a survey as this may compromise the quality of the survey completion experience, increase non-response error and negatively affect representativity.
Published 11 November 2016

Exploring fieldwork effects in a mobile CATI survey
Paula Vicente pp. 57–76 [Download PDF]
This study explores the effects of call attempts and time periods on call outcomes and sample composition. A mobile computer-assisted telephone interview survey was conducted to collect data from adult mobile phone users about use and attitudes towards mobile phones; paradata regarding call dispositions, time and day of the week of calls and number of call attempts was also available. The first call contact rate was approximately 27% and varied significantly across time periods; the rate fell to below 20% for the second call. Weekend time periods yielded higher contact rates than weekday time periods. The interview rate on the first call was 12% and decreased steadily in subsequent calls. Mobile phone numbers that yielded call rejection, voicemail or were busy on the first call were very difficult to convert into interview on the second call. The number of call attempts and time period of the calls affect sample composition, namely in relation to respondents’ age, educational level and area of residence. Future research and practical implications of the findings for mobile CATI surveys are discussed.
Published 5 December 2016

How political candidates’ use of Facebook relates to the election outcomes
Hsin-Chen Lin pp. 77–96 [Download PDF]
This paper examines the relationship between political candidates’ use of Facebook and their election outcomes (vote share and election success). The use of social media in political marketing campaigns has grown dramatically over the past few years. It is also expected to become even more critical to future political campaigns, as it creates two-way communication and engagement that stimulates and fosters candidates’ relationships with their supporters. Online Facebook data were acquired for all 84 candidates running in a municipal election in Taiwan. Results suggest that a candidate’s Facebook presence, the type of account they use, the authentication of the account, and the number of online fans they have are related to their election outcomes.
Published 26 January 2017

An exploration of consumers' response to online service recovery initiatives
Wilson Ozuem, Amisha Patel, Kerry E. Howell and Geoff Lancaster pp. 97–116 [Download PDF]
The focus of this paper is on levels of service failure and recovery strategies in relation to UK online fashion retailers. In a changing social, political and economic environment the use of information technology has permeated all forms of organisations: from private to public, local to global, old and new. Parallel with this development, companies have developed and experimented with new means of interacting with customers, and have devised and applied a variety of marketing strategies. The deployment of the internet, along with its subsets, has created a number of new opportunities, as well as a range of uncertainties and burdens, particularly on consumer perceptions of service quality, service failure and recovery. This paper contributes to extant knowledge and offers an understanding of behavioural-related issues, e.g. understanding consumer behaviour in the development of innovative business models in the industry.
Published 3 October 2016

Forum: Gaming for respondents: a test of the impact of gamification on completion rates
Susanna Warnock and J. Sumner Gantz pp. 117–138 [Download PDF]
This paper examines the challenge for marketing research companies in overcoming consumers’ reluctance to participate in surveys in order to provide decision makers with quality data. On the one hand, clients are increasingly demanding more data; these clients are interested in employing and refining many of the trends in business analytics – Big Data, data-driven customer relationship management, more sophisticated customer segmentation or simply monitoring customer satisfaction. In order to do this, the clients are demanding more data, more often. On the other hand, marketing research companies are finding it increasingly difficult to get respondents to participate in quantitative studies. The cost of reaching respondents, getting them to begin a survey and, more importantly, complete the survey with thoughtful and honest answers, is decreasing the profit margin for many marketing research companies. How can marketing research companies deal with this difficult dilemma?
Published 26 January 2017

Book Review: Decoding the irrational consumer, by Darren Bridger; The intuitive customer, by Colin Shaw & Ryan Hamilton
Justin Gutmann pp. 139–142 [Download PDF]
This book review looks at 'Decoding the irrational consumer: how to commission, run and generate insights from neuromarketing data', by Darren Bridger and 'The intuitive customer: 7 imperatives for moving your customer experience to the next level, by Colin Shaw & Ryan Hamilton'. Bridger's work is a well written and thorough guide in three parts: Theoretical Insights; The New Research Tools; and Putting it all Together. His discussion of rational behaviour is particularly sound and the chapters in Part 2 are substantial. It will appeal to practitioners in marketing, both experienced and inexperienced. Shaw and Hamilton's work has a chatty and idiomatic style and focuses on behavioural economics. The organisation of the work into seven imperatives is interesting and entertaining. The books may not appeal to purists but are recommended to practitioners and market researchers.
Published 26 January 2017

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MRS News

MRS launches industry diversity questionnaire 

16.02.17 Read more

MRS Main Board Election 2017

01.02.17 Read more

Paragon, a Unilever initiated partnership, and GRBN join forces

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