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Sample Content

Free Sample Content

For a flavour of what you can expect from IJMR feel free to read these sample articles.

Investigating market research ethics [Download PDF]
Anca C. Yallop and Simon Mowatt Vol. 58 No. 3, 2016 pp. 381–400
In academic and practitioner literature, codes of ethics are generally understood to act as a mechanism guiding and ensuring ethical behaviour. However, this premise has not yet been thoroughly explored. Using a qualitative research approach this study examines the tools used in ethical decision-making by New Zealand marketing research practitioners, with a focus on client relationships. Participants reported on their awareness, familiarity, and use of professional and organisational codes of ethics. In particular, information was sought on how ethical issues were dealt with when they arose in their relationships with clients. This empirical research focused on the effects of different variables and emerging constructs, and the interplay between them, on ethical decision-making in client relationships. The paper concludes with a discussion of research contributions, implications for the practice of marketing research, and future research opportunities.
Published 26 January 2016

The declining use of the term market research: An empirical analysis [Download PDF]
Daniel Nunan Vol. 58 No. 4, 2016 pp. 503–522
This paper analyses the use of the term ‘market research’ in a contemporary context. Although the term is well established as an industry definition, its use and meaning have become increasingly contested. This study brings together empirical data from a range of sources that reflect key stakeholders within the market research sector. Findings suggest that the term ‘market research’ has become increasingly marginalised amongst these key stakeholders. Few of the leading research firms use this term to describe their core activity, and data suggest that wider use of the term has declined over the past decade. Where ‘market research’ is used, the term is typically demoted to describing a set of skills rather than a strategic concept around adding value. A number of explanations for this are explored, including isomorphism among research firms, the role of research in generating value, and the broader economic context in which research takes place. Finally, the paper considers whether continuing use of the term is beneficial to the future success of the research sector.
Published 1 June 2016

Yes-no answers versus check-all in self-administered modes [Download PDF]
Mario Callegaro, Michael H. Murakami, Ziv Tepman and Vani Henderson Vol. 57 No. 2, 2015 pp. 203–223
When writing questions with dichotomous response options, those administering surveys on the web or on paper can choose from a variety of formats, including a check-all-that-apply or a forced-choice format (e.g. yes-no) in self-administered questionnaires. These two formats have been compared and evaluated in many experimental studies. In this paper, we conduct a systematic review and a few meta-analyses of different aspects of the available research that compares these two formats. We find that endorsement levels increase by a factor of 1.42 when questions are posed in a forced-choice rather than check-all format. However, when comparing across a battery of questions, the rank order of endorsement rates remains the same for both formats. While most authors hypothesise that respondents endorse more alternatives presented in a forced-choice (versus check-all-that-apply) format because they process that format at a deeper cognitive level, we introduce the acquiescence bias hypothesis as an alternative and complementary explanation. Further research is required to identify which format elicits answers closer to the ‘true level’ of endorsement, since the few validation studies have proved inconclusive.
Published 2 February 2015

Quantitative and qualitative research: perceptual foundations [Download PDF]
Chris Barnham Vol. 57 No. 6, 2015 pp. 837–854
The way in which quantitative research and qualitative research are conventionally contrasted with each other runs along familiar lines – the former is seen as offering ‘hard’, ‘factual’ data, while the latter is depicted as softer, as providing deeper insight, but at the expense of being necessarily more ‘interpretivist’ and ‘subjective’ in its approach. Seldom is it recognised that this way of distinguishing the two methodologies is, in fact, rooted in our quantitatively determined beliefs about human experience. This paper aims to uncover these assumptions and to identify how they are rooted in our underlying preconceptions about the perceptual process itself. It outlines a new platform upon which the distinction between quantitative and qualitative research can be established and which links the latter with semiotics.
Published 20 November 2015

Viewpoint: We can do better [Download PDF]
Reg Baker Vol. 56 No. 1, 2014 pp. 11–13
Reg Baker recounts a panel discussion and presentation from ESOMAR Congress 2013 where the vexed issue of online panel sampling was addressed, and point to US research for improving it. The ESOMAR participants agreed that the quality of online panels could be a problem but, conceded that increasing pressure from clients for fast research on low budgets meant that non-probability online panels had become the default sample source. Baker states that the research industry's common solution to the bias of such as approach has often been demographic quota sampling, but he questions whether this is really enough. He points to the activities of a US-based task force commissioned by the American Association for Public Opinion Research (AAPOR) created 'to examine the conditions under which various survey designs that do not use probability samples might still be useful for making inferences to a larger population'. It found that the risk of inaccurate data was greatest with simple convenience samples and that risk could be reduced with more complex models. He argues that the research industry should at least explore these options to improve sampling for online panels.
Published 23 January 2014

Viewpoint: Behavioural economics: a model of thinking [Download PDF]
Caroline Whitehill Hayter Vol. 56 No. 2, 2014 pp. 145–147
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

Viewpoint: Helping the public see the value of social research using social media [Download PDF]
Alexandra Fry Vol. 56 No. 4, 2014 pp. 421–424
This article looks at how the internet has changed the way we communicate and its effect on market research. Both participants and research professionals are unclear on what information can be collected, who or what governs it and whether researchers' code of conduct should be bound by more than just the law. Due to users' concerns about their data, scepticism and suspicion about social research is tied up with their wider concerns about the online world and researchers must be more transparent about research objectives.
Published 30 July 2014

Viewpoint: What's (brand) love got to do with it? [Download PDF]
Jenni Romaniuk Vol. 55 No. 2, 2013 pp. 185–186
In this Viewpoint, Jenni Romaniuk critiques measuring of brand love, stating that there is no evidence that building brand love leads to higher market share, sales or profitability.
Published 22 March 2013

Viewpoint: Social media research: developing a trust metric in the social age [Download PDF]
Gaëlle Bertrand Vol. 55 No. 3, 2013 pp. 333–335
This Viewpoint argues that there is no better place than social media conversations for brands to research what drives consumers' recommendations and what ultimately builds trust in their franchise. Through research that analysed all public social media mentions of British Gas and Marks & Spencer, the author explains how she could derive a barometer of trust for each brand.
Published 17 May 2013

Viewpoint: 'My' generation: shared experiences shape individual values and attitudes [Download PDF]
Bobby Duffy Vol. 55 No. 4, 2013 pp. 475–476
In this Viewpoint, Bobby Duffy looks at how the national balance of opinion in the UK is shifting as the generations change. He looks specifically at how attitudes to welfare benefits and satisfaction with the National Health Service differ between the generations and recommends researchers take a full generational perspective to make sense of how society and consumers are changing.
Published 16 July 2013

Viewpoint: Social media: opportunities and risks for regional market research [Download PDF]
Thomas Aichner and Urban Perkmann Vol. 55 No. 5, 2013 pp. 609–610
This Viewpoint looks at the benefits and problems of implementing social media to collect data for market research. While it offers easy and cheap access to young customers, there are also serious concerns over the reliability of data. The authors offer solutions for how to overcome the specific concerns relating to accurate regional data.
Published 20 September 2013

Viewpoint: The power (and danger) of the story in social media research [Download PDF]
Gareth Price Vol. 55 No. 6, 2013 pp. 755–756
In this Viewpoint, the author warns against trying to prove the validity of social media research by imposing mathematical order on the work. He is critical of chasing 'buzz' – essentially just 'volume of posts' – and of the belief that a bigger number means better. Instead, it is important to remember that while the numbers can provide the context, they do not necessarily provide useful insight. An example of how the same brand could generate different types of conversation in the US and UK is used to demonstrate this issue.
Published 21 November 2013

Viewpoint: The future of market research [Download PDF]
Ian Lewis Vol. 54 No. 1, 2012 pp. 11–13
In this Viewpoint, Ian Lewis explains the 2011 Cambiar Future of Research Study, which addressed certain questions on the future of market research: is the industry facing transformation? what will 2020 look like? how is the profession doing today? what are the barriers and enablers for becoming a thought partner? And what are the implications? He concludes with what the changes mean specifically for academics and educators.
Published 19 January 2012

Viewpoint: New visions: capturing digital data and market research [Download PDF]
Mariann Hardey Vol. 54 No. 2, 2012 pp. 159–161
Mariann Hardey looks at the creation of visual representations of complex data. Examples of postcode data use to map consumer types in residential areas are described to demonstrate the how powerful such visualisations can be.
Published 20 March 2012

Researching children: are we getting it right? A discussion of ethics [Download PDF]
Agnes Nairn and Barbie Clarke Vol. 54 No. 2, 2012 pp. 177–198
As the role of children in society becomes more prominent, their participation in research seems set to increase. In this paper we review whether we are getting the ethics of children’s research right. We show that, since the late 1980s, children have been treated universally as a special case and that they have been accorded their own special set of human rights (UNCRC), which primarily grants them rights to protection and participation. We go on to argue (with practical examples) that the core MRS research principles of well-being, voluntary informed consent and privacy/confidentiality must be applied to children with particular caution and care. We note that, as research with children grows and as new techniques are developed, we are presented with fresh challenges for keeping children safe and maintaining their trust. We end by presenting the results of a survey that sought children’s views on being research participants in a quite sensitive piece of research. We found that children are highly appreciative of being consulted about their lives in general and being asked about their feelings. However we also found that some children can be uncomfortable with some of the issues raised and can feel compelled to answer the questions. We conclude that, while we have good industry codes, ethics evolves with shifting social, political and cultural patterns, and we need to keep challenging ourselves to maintain best practice.
Published 20 March 2012

Viewpoint: Lies, damn lies and statlish? [Download PDF]
Debrah Harding Vol. 54 No. 3, 2012 pp. 303–304
In this Viewpoint, Debrah Harding of MRS questions whether the proliferation of statistics is good for research. Politicians and the media frequently confuse the public by abusing statistics. Researchers need to communicate their own statistics in simple English in order to prevent misinterpretation.
Published 22 May 2012

Viewpoint: NLP in qualitative research [Download PDF]
Judy Bartkowiak Vol. 54 No. 4, 2012 pp. 451–453
This Viewpoint argues the case for using a neuro-linguistic programming (NLP) technique to quickly identify whether individual participants in a focus group are visually, auditory or kinetically orientated, and how to use this knowledge in increasing rapport and engagement within the subsequent discussion.
Published 18 July 2012

Viewpoint: Separating methodologies? [Download PDF]
Chris Barnham Vol. 54 No. 6, 2012 pp. 736–738
Chris Barnham proposes that quantitative and qualitative research are producing research results that are more divergent that they were a decade ago, with quantitative results being consistently more positive. Barnham believes this is due to the predominantly online and unsupervised nature of quantitative research, reducing the participant's feeling of responsibility. Being in the comfort of their own home is also likely to have a positive effect on respondents' answers.
Published 23 November 2012

Viewpoint: Why MRS should broaden its remit [Download PDF]
Martin Callingham Vol. 54 No. 5, 2012 pp. 587–588
This Viewpoint suggests that market research should bring analysts under the same umbrella as researchers, as it would require very little redefinition of what market research traditionally entails. And so, Martin Callingham suggests that MRS repositions itself so that business analysts see it as their natural home, particularly as people are recruited to both fields from a common pool.
Published 20 September 2012

Viewpoint: To spin straw into gold? New lessons from consumer-generated content [Download PDF]
Mariann Hardey Vol. 53 No. 1, 2011 pp. 13–15
In this Viewpoint article considers the lessons market research can learn from user-generated content. Taking notice of consumers is nothing new in market research; what is new is the social applications and 'infoglut' of consumer information. Market research analytics need to take a more nuanced approach to using new social media applications.
Published 27 January 2011

Viewpoint: Why behavioural economics should only make market research stronger [Download PDF]
Nick Southgate Vol. 53 No. 2, 2011 pp. 143–146
Nick Southgate's Viewpoint discusses the importance of behavioural economics (BE) to market research and how it can affect the field.
Published 3 March 2011

Viewpoint: Is neuroscience facilitating a new era of the hidden persuader [Download PDF]
Ian Addie Vol. 53 No. 3, 2011 pp. 303–305
In this Viewpoint, Ian Addie critiques the field of neuromarketing, considering whether it has become an industry buzz word, shrouded in mystery and misconception, and with considerable vagary around the subject in terms of the various techniques being adopted.
Published 20 May 2011

The NPS and the ACSI: a critique and an alternative metric [Download PDF]
Robert East, Jenni Romaniuk and Wendy Lomax Vol. 53 No. 3, 2011 pp. 327–346
The Net Promoter Score (NPS) and the American Customer Satisfaction Index (ACSI) are metrics used to predict sales, profit and share price change. We identify problems with the design of both the NPS and the ACSI. In particular, we find that the NPS does not measure negative word of mouth effectively, and we argue that the ACSI is similarly insensitive to dissatisfaction. This is because ex-customers and never-customers are not sampled in these metrics, and these are the people who express most of the negative sentiments about brands/companies. We propose a method of measuring the effect of word of mouth using the volume and mean impact on purchase probability of both the positive and the negative word of mouth expressed by users of the category.
Published 20 May 2011

Viewpoint: Lessons from academia [Download PDF]
Patten Smith Vol. 53 No. 4, 2011 pp. 451–453
Having previously argued that academics and agencies have different forms of expertise in the field of market research, Patten Smith presents the lessons learnt from two sessions conducted by academics: a seminar on survey non-response and attrition, organised by the ESRC Survey Resources Network (SRN), and a two-day course on questionnaire design by Jon Krosnick.
Published 20 July 2011

Viewpoint: Publishing Replications in Marketing [Download PDF]
Mark Uncles Vol. 53 No. 5, 2011 pp. 579–582
It is widely accepted that replication is central to normal scientific investigation, through which robustness of results are demonstrated and norms described. An oft-expressed criticism is that replicated results are not managerially useful because marketing managers are trying to break the mould rather than abide by norms. The importance of replication is stressed by Mark Uncles in this article.
Published 15 September 2011

Viewpoint: Response to Tim Bock: 'Improving the display of correspondence analysis using moon plots' [Download PDF]
Martin Collins Vol. 53 No. 5, 2011 pp. 583–586
This article summarises and responds to Tim Bock's recent paper on correspondence analysis (IJMR 53,3). Martin Collins suggests that the original paper did not justify the use of CA and offers reasoning for its purpose here.
Published 15 September 2011

Viewpoint: Reply to Collins [Download PDF]
Tim Bock Vol. 53 No. 5, 2011 pp. 587–591
In response to Martin Collins' piece in IJMR 53,5, which in turn was a response to Tim Bock's own paper in IJMR 53,3, Bock tries to answer Collins' concerns regarding the use of correspondence analysis.
Published 15 September 2011

Viewpoint: A marginalised future for market research? [Download PDF]
Adam Phillips Vol. 53 No. 6, 2011 pp. 735–736
In this Viewpoint piece, Adam Phillips raises some serious concerns about the future potential marginalisation of market research in the technology-facilitated communications world of today, citing the history of Operational Research as an example of what could be a future scenario.
Published 10 November 2011

Individual differences in motivation to participate in online panels: the effect on reponse rate and reponse quality perceptions [Download PDF]
Elisabeth Brüggen, Martin Wetzels, Ko de Ruyter and Niels Schillewaert Vol. 53 No. 3, 2011 pp. 369–390
The majority of online research is now conducted via discontinuous online access panels, which promise high response rates, sampling control, access to populations that are hard to reach, and detailed information about respondents. To sustain a critical mass of respondents, overcome panel attrition and recruit new panel members, marketers must understand how they can predict and explain what motivates people to participate repeatedly in online surveys. Using the newly developed survey participation inventory (SPI) measure, we identify three clusters of participants, characterised as voicing assistants, reward seekers and intrinsics. Our results suggest that most online surveys are filled out by intrinsically motivated respondents that show higher participation rates, response effort and performance; incentives do not offer an important response motive.
Published 20 May 2011

Estimating nonresponse bias and mode effects in a mixed-mode survey [Download PDF]
Peter Lugtig, Gerty J.L.M. Lensvelt-Mulders, Remco Frerichs and Assyn Greven Vol. 53 No. 5, 2011 pp. 669–686
In mixed-mode surveys, it is difficult to separate sample selection differences from mode-effects that can occur when respondents respond in different interview settings. This paper provides a framework for separating mode effects from selection effects by matching very similar respondents from different survey modes using propensity score matching. The answer patterns of the matched respondents are subsequently compared. We show that matching can explain differences in non-response and coverage in two Internet samples. When we repeat this procedure for a telephone and Internet sample however, differences persist between the samples after matching. This indicates the occurrence of mode effects in telephone and Internet surveys. Mode effects can be problematic; hence we conclude with a discussion of designs that can be used to explicitly study mode effects.
Published 15 September 2011

Generation C: content, creation, connections and choice [Download PDF]
Mariann Hardey Vol. 53 No. 6, 2011 pp. 749–770
This paper reports the findings from an in-depth, exploratory research project designed to understand how consumers create, use and behave in response to content on consumer review websites. Based on data from members of a consumer review site, it seeks to capture the experiences and behaviours of consumers, and to convey their voice as users of social media and other digital sources. Consumers, who are part of Generation C, constitute a significant proportion of the membership on consumer review websites. In this paper, the nature of this generational category is discussed and situated within their use of social media. Reflecting calls in this journal for an innovative and open research agenda, the methodology is designed to reveal new forms of informational behaviour among this group of consumers, who are at the forefront of social media adoption. The research reveals that activities within consumer review sites are embedded in broader social media behaviours, and that this influences the creation and use of consumer-generated and marketing content. The identification of such new forms of consumer activity forms the basis for further research and the incorporation of Generation C into successful marketing strategies.
Published 10 November 2011

Viewpoint: Getting back in the frame [Download PDF]
Trevor Sharot Vol. 52 No. 2, 2010 pp. 151–153
In his editorial, Trevor Sharot discusses the history of surveying for market research and the difficulties that are posed modern-day.
Published 1 April 2010

Viewpoint: Opinion Polls - less of a problem for research, more of a teaching aid [Download PDF]
Nick Moon Vol. 52 No. 3, 2010 pp. 283–284
In his editorial, Nick Moon reviews the use of polls to predict the outcomes of UK General Elections and how the media convey the results.
Published 1 May 2010

Viewpoint: Existentialism - a school of thought based on a conception of the absurdity of the universe [Download PDF]
Malcolm McDonald Vol. 52 No. 4, 2010 pp. 427–430
In his editorial, Malcolm McDonald discusses the problems and difficulties inherent in market segmentation and how this affects the market research discipline.
Published 15 July 2010

Viewpoint: Incorporating demographics into discrete choice analysis: a brief comment [Download PDF]
Juan de Dios Ortúzar Vol. 52 No. 4, 2010 pp. 431–432
Juan de Dios Ortzar comments on the article by Robert E. Carter from IJMR 52(3).
Published 15 July 2010

Viewpoint: A productive future for research [Download PDF]
Nick Coates and Simon Lidington Vol. 52 No. 5, 2010 pp. 561–563
A short paper on what the authors see as a "substansive shift in emphasis" among market researchers - driven by the digital revolution and the growing popularity of neuroscience-based techniques - away from reducing real-life findings to a neat, "containable summary" and towards these real-life emotional responses, with all their "messiness". Market researchers are seen as "connectors as well as deep divers", and "flow-makers as well as chaos-containers".
Published 30 September 2010

Viewpoint: The case for public service market research [Download PDF]
Ed Mayo Vol. 52 No. 6, 2010 pp. 711–713
This paper argues for MR becoming more of a "force for social progress", along the lines of public service broadcasting. It recommends collaborations such as those already being undertaken by researchers and public health agencies such as the Center for Disease Control in the US and the National Health Service in the UK. But this is still best practice, not common practice. Information can be a public good and not just a private gain, the paper concludes.
Published 31 October 2010

Viewpoint: Survey research - two types of knowledge [Download PDF]
Patten Smith Vol. 51 No. 6, 2009 pp. 719–721
In this issue's Viewpoint, Patten Smith argues that there is a major divide in the kinds of knowledge held by survey experts in research agencies and in academia, and that this works to the detriment of survey research. He suggests that those who work in agencies and claim survey expertise are strong on practice and weak in theory, while academic survey experts show the opposite qualities. He puts forward ways in which the two groups could learn from each other but does not believe the market is providing any motivation for change.
Published 1 November 2009

Viewpoint - Manipulator or messenger? [Download PDF]
Nick Tanner Vol. 51 No. 5, 2009 pp. 577–578
Nick Tanner addresses the issue of market research being used for promotional and public relations' purposes, rather than purely finding the truth. He argues that the research industry's stock response to such criticism - blaming journalists and the media - is insufficient on its own and it should do more to defend and safeguard its reputation.
Published 1 September 2009

Viewpoint - more seers, fewer craftsmen [Download PDF]
Anthony Tasgal Vol. 51 No. 4, 2009 pp. 437–438
Anthony Tasgal argues that the industry needs to take more notice of the changes taking place in the wider world, and restructure accordingly. Unless this is addressed, the industry will fail to attract those most likely to provide the visionary perspective necessary for the continued health and relevance of market research in the future
Published 1 June 2009

Viewpoint - Semiotics: a winning formula? [Download PDF]
Chris Arning Vol. 51 No. 3, 2009 pp. 289–291
The article discusses semiotics and argues that it is widely misunderstood by researchers, because it lacks a convincing means of assuring quality and guarantees of consistent performance. Industry standards need to be created for semiotics. In the short term this could be done by creating a benchmarking system: a ‘semiotic value index, or SVI for short: ‘Semiotic’ because it attempts to measure units of symbolic investment; ‘value’ because it would quantify this figure; ‘index’ both because this has resonances of a reference system and gives the means to compare and contrast brands and track them over time. Successful examples of this approach in other areas are reviewed. A process for achieving SVI is proposed: a committee of practitioners to decide criteria and how to gather them, next a step-by-step formulaic calculation. The Interbrand model of brand valuation shows how this could work in practice.
Published 1 May 2009

Response to Viewpoint - ‘The faddish breakouts of ethnography’ [Download PDF]
Humphrey Taylor Vol. 51 No. 3, 2009 pp. 291–291
The market research industry is full of `fads’, ideas that have disappeared because they did not work very well. Somebody should write a history of such fads over the past 30 years.
Published 1 May 2009

Viewpoint - Visual puffery in advertising [Download PDF]
Marc Fetscherin and Mark Toncar Vol. 51 No. 2, 2009 pp. 147–148
This Viewpoint piece discusses "puffery", what the Federal Trade Commission (FTC) defines as a ‘term frequently used to denote the exaggerations reasonably to be expected of a seller as to the degree of quality of his product, the truth or falsity of which cannot be precisely determined’. The authors discuss their own use of semiotic analysis to investigate
Published 1 March 2009

Viewpoint - MR confidential: anonymity in market research [Download PDF]
John Griffiths Vol. 50 No. 6, 2008 pp. 717–718
Anonymity of respondents, and their individual opinions, is usually considered sacrosanct within much of the research conducted by the market research industry. In this Viewpoint piece, John Griffiths argues that it is high time this view is reconsidered, as anonymity is rapidly becoming something of a fiction in today’s world of databases. He advocates the development of new methodologies that dispense with this principle.
Published 1 November 2008

Viewpoint - Web 2.0 and the ‘naming of parts’ [Download PDF]
Nick Buckley Vol. 50 No. 5, 2008 pp. 573–574
In this Viewpoint piece, Nick Buckley of GfK NOP discusses the 'naming of parts' in relation to Web 2.0. Some commentators argue that market research has traditionally been based on a 'top down' approach; that is, the provision of a closed set of options, which limited what respondents could tell researchers. Web 2.0, on the other hand, is often seen as a ‘folksonomy’, where users exercise greater freedom to label, group and tag things, resulting in new ways of carrying out research. When reporting findings to clients, however, researchers will need to order these results to make the most of the insights that have been generated: the challenge is thus to convert rich content back to simpler properties and variables, but without losing the insights or creativity inherent in Web 2.0.
Published 1 September 2008

Viewpoint: UK alcohol policy and market research: media debates and methodological differences [Download PDF]
Chris Hackley Vol. 50 No. 4, 2008 pp. 429–431
In this Viewpoint article, Chris Hackley describes some of the important consequences and issues for the industry when the media are faced with market research commissioned from different perspectiveson a high-profile topic – alcoholic drink marketing and consumption behaviour in the UK. He discusses the conflicting role of research in informing the debate on the subject, and argues that engaging with young people – and the media – using research is a complicated problem. Diageo's recent advertising campaign marks one recent attempt by a advertiser to try and help in tackling the problem, but much more work still needs to be done.
Published 1 June 2008

Viewpoint: Response to ‘Fifty years using the wrong model of advertising’ [Download PDF]
Spike Cramphorn Vol. 50 No. 4, 2008 pp. 431–436
This Viewpoint piece by Spike Cramphorn comments on some of the points within the Heath & Feldwick paper published in IJMR 50, 1, entitled ‘Fifty years using the wrong model of advertising’. He discusses some of the flaws of the historical methodology, but also shows the importance of establishing Outcome-Oriented-Objectives when testing advertising.
Published 1 June 2008

Viewpoint – ‘Wither the survey?’ [Download PDF]
Mike Savage and Roger Burrows Vol. 50 No. 3, 2008 pp. 305–307
It is commonplace to argue that the proliferation of new kinds of data and information has created huge social changes that we still do not really understand. One interesting example is the worry of social scientists that their preferred data sources and modes of analysis are being challenged by the rise of new digital data sources. In this situation, where data on whole populations are routinely gathered as a by-product of institutional transactions, the sample survey seems a poor instrument. This situation is not entirely new: survey-based market researchers also saw the threat from the development of customer databases as early as the mid-1980s, yet predictions of the end of survey-based research proved unfounded because specific databases provided information only on actual customers, and the data also lacked profile and contextual information. However, the potential to link data sets to provide complete maps of the population, through the postcoding of data, and methods derived from social network analysis might have more profound implications.
Published 1 April 2008

Viewpoint – After 50 years of IJMR, the state of marketing [Download PDF]
Malcolm McDonald Vol. 50 No. 2, 2008 pp. 165–168
This Viewpoint, from Malcolm McDonald, looks at the current state of marketing, and the relationship between the academic community and marketing practitioners. It argues that academics must avoid talking about increasingly narrow issues in an increasing impenetrable language to an increasingly restricted audience, and that marketing as a whole is long overdue for a reality check, which should encourage a movement towards a more realistic and relevant pursuit of marketing excellence.
Published 1 February 2008

Viewpoint - Facebook: the future of networking with customers [Download PDF]
Ray Poynter Vol. 50 No. 1, 2008 pp. 11–12
In this Viewpoint article, Ray Poynter looks at the increasing importance of social networking websites. He argues that portals such Facebook could pose a challenge to traditional market research, a fact demonstrated in its simplest form by the opportunities they provide for finding out quick answers to simple questions at low cost. More radically, such sites could result in entirely new ways of working, by allowing researchers to refine the scope of their problem through interaction with actual customers before designing their brief. The flourishing of user groups around any and every topic, such as the one that successfully lobbied for the reintroduction of Cabury's Wispa chocolate bar, also shows that the way brands communicate with consumers is changing, and brand owners may have to give up some control to customers if they are to flourish in the new digital environment.
Published 1 January 2008

Viewpoint - Ethnography and market research [Download PDF]
Philly Desai Vol. 49 No. 6, 2007 pp. 691–692
In this Viewpoint piece, Philly Desai, of qualitative research company Turnstone, provides a brief introduction to the current condition of ethnographic research. He argues that ethnography provides some of the most interesting and innovative approaches and results in market research, but fails to achieve the same recognition afforded to other forms of MR (such as focus groups) because of the lack of a common language and approach, meaning that buyers are ultimately unsure of what they're getting.
Published 1 November 2007

Viewpoint - Measuring the right things [Download PDF]
Les Binet and Peter Field Vol. 49 No. 5, 2007 pp. 545–546
Addressing the hot topic of accountability, Les Binet and Peter Field argue in their Viewpoint for a change of emphasis in the metrics traditionally used for measuring the impact of marketing. Their views are based on a detailed analysis they've conducted of entries to the Institute of Practitioners in Advertising (IPA) annual Effectiveness Awards, and provide some interesting messages, and challenges, for market research.
Published 1 September 2007

Viewpoint - Correspondence regarding ‘The choice between a five-point and a ten-point scale in the framework of customer satisfaction research’, by Pedro S. Coelho and Susana P. Esteves [Download PDF]
James Rothman, Pedro S. Coelho and Susana P. Esteves Vol. 49 No. 5, 2007 pp. 546–550
This Viewpoint article comprises an exchange of correspondence between James Rothman, a former editor of IJMR, and Pedro S. Coelho and Susana P. Esteves, New University of Lisbon, in response to their paper published in Volume 49, Issue 3, on five-and ten-point scales.
Published 1 September 2007

Viewpoint - Welcome to the future [Download PDF]
Samantha Smith Vol. 49 No. 4, 2007 pp. 423–424
In this Viewpoint piece, Samantha Smith, Head of Future Media Research at the BBC, provides an overview of how media measurement may look in 2030, but only if some bold decisions are taken long before then.
Published 1 July 2007

Viewpoint - Polling, politics and the press [Download PDF]
Deborah Mattinson Vol. 49 No. 3, 2007 pp. 285–286
The Viewpoint in this issue discusses the media agenda when commissioning and reporting the results of political opinion research. It argues the case for giving a higher priority to methodological rigour and identifies why research practitioners must fight to protect their integrity.
Published 1 May 2007

Viewpoint: Public Information – now’s the time to make it freely available [Download PDF]
Keith Dugmore Vol. 49 No. 2, 2007 pp. 153–154
In this Viewpoint piece, Keith Dugmore argues that there should be greater freedom of access to data collected by the government. A diverse mix of organisations, from the Office for National Statistics to Ordnance Survey, hold vast amounts of information collected at the expense of the public, yet their varying usage policies can create difficulties and boundaries for commercial companies. Removing these limitations could fuel economic activity, as it has in the US.
Published 1 March 2007

Viewpoint - The commercial-academic divide: never the twain shall meet? [Download PDF]
Sheila Keegan Vol. 49 No. 1, 2007 pp. 9–11
Sheila Keegan examines the much-discussed divide between MR practitioners and academics, and argues that while each group sees the work of the other as exerting a limited influence on their own field, they should in fact look to combine their efforts in order to improve both the theory behind and practical application of market research.
Published 1 January 2007

Viewpoint - Response to ‘Client-driven change: the impact of changes in client needs on the research industry’ (IJMR, 48, 4) [Download PDF]
Bernice Hardie Vol. 49 No. 1, 2007 pp. 11–12
In this Viewpoint piece, Bernice Hardie responds to the article 'Client-driven change: the impact of changes in client needs on the research industry' (IJMR, 48, 4) by Simon Chadwick. While agreeing with Chadwick's conclusions that agencies may need to change their structures to meet the demands of the new research landscape, the article argues that most agencies already possess staff with the skills that will be required to do so, and merely need to free them up from other activities, rather than bringing in external consultants as Chadwick suggests.
Published 1 January 2007

Viewpoint - Response to ‘Client-driven change: the impact of changes in client needs on the research industry’ (IJMR, 48, 4) [Download PDF]
Rowland Lloyd Vol. 49 No. 1, 2007 pp. 12–13
In this Viewpoint piece, Rowland Lloyd responds to the article 'Client-driven change: the impact of changes in client needs on the research industry' (IJMR, 48, 4) by Simon Chadwick, where it was argued that professional and trade bodies need to be educated about the changes taking place in the MR industry, and should reassess their codes of standards and issues such as respondent confidentiality. By contrast, this article asserts that European market researchers are bound on the latter front by strict regulation, while with regard to the former, many professional bodies, such as the MRSB, are already responding to the broad changes taking place in the industry.
Published 1 January 2007

Viewpoint - The importance of blogging [Download PDF]
Mike Cooke Vol. 48 No. 6, 2006 pp. 645–646
Mike Cooke expresses his opinion on blogging, arguing that this rapidly growing phenomenon (in which he includes social networking and content-sharing websites) is having a massive influence on consumers and, consequently, how research should be conducted. He says that researchers need to adopt a culture of engagement to keep up.
Published 1 November 2006

Viewpoint - Writing stuff - why bother? [Download PDF]
Gill Ereaut Vol. 48 No. 5, 2006 pp. 511–512
In this Viewpoint piece, IJMR Executive Editorial Board member Gill Ereaut addresses some of the benefits to market research practitioners of writing pieces concerning their work for publication in journals. She argues that publishing work can not only help to build up reputations and fuel practical insight, but can also encourage a greater degree of professionalism in the industry by enhancing the common stock of knowledge.
Published 1 September 2006

Viewpoint - Response to ‘The trouble with marketing research is marketing researchers’ by Nigel F. Piercy [Download PDF]
Rosie Campbell Vol. 48 No. 5, 2006 pp. 512–513
In this response to Nigel Piercy's previously published critique of the market research industry, Rosie Campbell's Viewpoint seeks to balance the argument about contemporary market research and market researchers. In particular, she argues that the industry has transformed itself in the last 30 years, and has a creativity and dynamism which may be lacking in some academic approaches to undertaking research.
Published 1 September 2006

Viewpoint - The splintered society [Download PDF]
Winston Fletcher Vol. 48 No. 4, 2006 pp. 387–388
The impact of fragmentation is a universal feature of the modern world, limited not only to the media, as some market researchers appear to believe, nor even to the range of goods and services available to consumers. Rather, this Viewpoint piece argues, we are living in an increasingly 'splintered' and heterogeneous society. This poses a real challenge to market research, as customers are increasingly varying their decisions and choices, and are thus making all brands and products 'minority brands'. As a result, in the future, minority marketing may become a crucial advertising tool as mass marketing becomes increasingly out-of-date.
Published 1 July 2006

Viewpoint - Response to ‘Commercialisation of childhood? The ethics of research with primary school children’ by Agnes Nairn [Download PDF]
Barbie Clarke Vol. 48 No. 4, 2006 pp. 388–390
In this response to a previous Viewpoint by Agnes Nairn, Barbie Clarke agrees that, as recent heavy criticism suggests, marketers looking to promote goods to children should consider their approach very carefully. While using SMS and websites may be effective ways of reaching a target audience, for example, it is argued that parental consent should always be sought when a child is involved in a market research survey, of whatever form. Neither should children be used to 'spy' on their friends as a way of gaining an insight into their activity. Children have rights and voices of their own, and these need to be respected by the industry.
Published 1 July 2006

Viewpoint - The trouble with marketing research is marketing researchers [Download PDF]
Nigel Piercy Vol. 48 No. 3, 2006 pp. 253–254
Market research and researchers are faced with a number of different challenges and opportunities. Across all business sectors, the winners are those companies that know the most. Whilst market researchers can provide broad and accurate statistical information, they often place too much emphasis on technique and methodology. What is required is a new creativity and strategies that help decision-makers identify and exploit new business opportunities, and understand and react to change.
Published 1 May 2006

Viewpoint – Commercialisation of childhood? The ethics of research with primary school children [Download PDF]
Agnes Nairn Vol. 48 No. 2, 2006 pp. 113–114
This Viewpoint, from Dr Agnes Nairn of the University of Bath, raises her concerns about the ethics of conducting market research on commercial products among children. In particular, Nairn discusses some of the techniques being used by researchers, and the consequences she believes that they may have for relationships between children, their families and friends.
Published 1 March 2006

Viewpoint – Response to Don Schultz’s Viewpoint ‘We can do better’ [Download PDF]
Jorge Garcia-Gonzalez Vol. 48 No. 2, 2006 pp. 115–116
This piece is a response to Don Schultz's Viewpoint, 'We can do better' (IJMR 47,5), which criticised the research industry for focusing on tactical issues and offered a new solution as to how the industry could become more strategic. Jorge Garcia-Gonzalez's reply argues that Schultz's solution is not new, but nonetheless is a useful contribution to an ongoing debate.
Published 1 March 2006

Viewpoint – Checks and balances [Download PDF]
David V.L. Smith Vol. 48 No. 1, 2006 pp. 5–6
This opinion piece discusses the emergence of a new form of market research, in which researchers go beyond the provision of data alone to offer judgements and interpretations. Whilst the MR industry has many different established codes and procedures governing the mechanics and ethics of research, concern is expressed that little exists to ensure the reliable interpretation of research findings. The author argues for a review of existing guidelines and the creation of a MR industry 'Charter' to help ensure the growing trend towards interpreting data is adequately covered.
Published 1 January 2006

Viewpoint – We can do better [Download PDF]
Prof Don E Schultz Vol. 47 No. 6, 2005 pp. 573–574
Too much market research focuses on tactical studies. It is argued that MR should be ‘levered up’ to focus on strategy and financial business decisions. There has been wide agreement that this should and could be done, but ‘the problem is so big’ that it will take a long time. What seems to be lacking is not the diagnosis but the will to do something as an industry to solve this problem.
Published 1 November 2005

Viewpoint – In pursuit of lost causes [Download PDF]
Michael Brown Vol. 47 No. 6, 2005 pp. 574–575
Argues that to commence a debate on ‘a more detailed, rigorous and pan-national approach to guaranteeing data quality’ would be a waste of breath, for four reasons. These boil down to the overwhelming pressure for what is now a major, global industry to supply what the commissioning client wants – which is ‘insight’ rather than data. The client seldom has the knowledge or the inclination to ask the right questions to test data quality. In this context, ethical standards are hard to maintain, however much one may wish to.
Published 1 November 2005

Viewpoint - Maintaining research standards [Download PDF]
Adam Phillips Vol. 47 No. 5, 2005 pp. 465–466
Adam Phillips appeals for increased transparency by the industry in the way that it polices itself, in order to protect its self-regulatory status. This is an increasingly important issue for an industry whose credibility and survival depend on maintaining the trust of key stakeholders: firstly, the general public as potential respondents; secondly, our clients who use the findings from research projects; and finally the legislators and regulators who are under increasing pressure to protect the rights and privacy of its citizens.
Published 1 September 2005

Viewpoint - Quality control [Download PDF]
Ben Page Vol. 47 No. 4, 2005 pp. 453–454
Argues that quality standard schemes such as IQCS and MRQSA, widely seen as final rubber stamps of quality, often conceal weaknesses in research practice which, if known to clients, would cast serious doubt on the results and on research in general. Areas of especial concern are sampling (response rates and representativeness), meeting of quotas, correcting for biases, and fieldwork procedures and back-checking. Clients are not given the information to check these things for themselves, and should be asking much tougher questions of their suppliers rather than relying on the quality labels. The research industry has a duty to take these issues more seriously and to educate clients to ask the right questions.
Published 1 July 2005

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