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Article list:

1152 articles found.

Internationally mobile students and their brands: insights from diaries
Silvia Biraghi [Download PDF]
Given the increase in the volume of student mobility, this study explores how internationally mobile students, who are at the starting point of their life as global nomads, represent and give sense to the relationship with their brands in the context of relocation for study purposes. This qualitative research elicits the spontaneous and intimate reconstruction of young consumer–brand relationship dynamics in conditions of mobility by means of digital diaries. Evidence highlights the interactive and eudaimonic properties that young consumers attribute to branded objects for the support they provide in the fulfilment of their day-to-day activities and in the achievement of the challenges connected to the construction of their life project as mobile individuals.
[Digital First] Published 3 March 2017

BPC/MRS enquiry into election: Ipsos MORI response and perspective
Roger Mortimore, Paul Baines, Robert Worcester and Mark Gill [Download PDF]
This Forum article considers the unsatisfactory results of pre-election opinion polling in the 2015 British general election and the BPC/MRS enquiry report into polling by Sturgis et al., providing a response from Ipsos MORI and associated researchers at King’s College London and Cranfield Universities. Whilst Sturgis et al. (2016) consider how to perfect opinion poll forecasting, why the 2015 prediction was inaccurate when the same methodology returned satisfactory results in 2005 and 2010 at Ipsos MORI is considered here instead. We agree with Sturgis et al. that the inaccurate results were not due to late swing or the ‘shy Tory’ problem and with Taylor (2016) that the underlying problem is a response rate bias. However, Sturgis et al. critique pollsters in their report for systematically under-representing Conservative voters but the Ipsos MORI final poll had too many Conservatives, too many Labour voters and not enough non-voters. The Sturgis et al. conclusion is convincing that the politically disengaged were under-represented due to quotas and weighting mechanisms designed to correct for response bias. Nevertheless, for Ipsos MORI, this explanation does not account for why the polling methodology was inaccurate in 2015 when it had performed accurately in 2005 and 2010. For Ipsos MORI, a more likely explanation is that Labour voters in 2015 became more prone to exaggerate their voting likelihood. We offer various postulations on why this might have been so, concluding that to account for the inaccuracy requires a two-fold response, to improve: (i) sample representativeness and (ii) the projection of voting behaviour from the data. Unfortunately, the BPC/MRS report offers no blueprint for how to solve the problem of sampling the politically disengaged. Whilst Ipsos MORI have redesigned their quotas to take account of education levels, to represent those better with no formal educational qualifications and reduce overrepresentation of graduates, polling in the referendum on EU membership suggests that the problem of drawing a representative sample has been solved but difficulties in how best to allow for turnout persist.
[Digital First] Published 3 February 2017

The effect of knowledge breadth and depth on new product performance
Defeng Yang, Lu Jin and Shibin Sheng [Download PDF]
This study distinguishes two features of a firm’s knowledge base – breadth and depth – and elucidates their interplay in determining new product performance. Papers drawing from the knowledge-based view of the firm often argue a positive role for knowledge base in new product development, however empirical evidence shows an equivocal relationship between knowledge base and new product performance. The empirical results from a sample of 192 high-tech firms indicate that a deep knowledge in a specific industry is imperative to a firm’s new product success. However, the effect of knowledge breadth is contingent on knowledge depth: a firm’s deep knowledge in a specific field causes a systematic shift in the effect of knowledge breadth, from a negative to a positive effect. In other words, knowledge breadth has a negative effect on new product performance for lower levels of knowledge depth, but a positive effect for higher levels of knowledge depth. These findings offer valuable managerial implications for knowledge management, i.e. if firms expand their knowledge base across various fields or submarkets, they need to correspondingly accumulate deep knowledge in each specific field to take advantage of a broad knowledge base.
[Digital First] Published 5 January 2017

Exploring fieldwork effects in a mobile CATI survey
Paula Vicente Vol. 59 No. 1, 2017 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.
[Digital First] Published 5 December 2016

PC, phone or tablet? Use, preference and completion rates for web surveys
Kylie Brosnan, Bettina Grün and Sara Dolnicar Vol. 59 No. 1, 2017 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.
[Digital First] Published 11 November 2016

An exploration of consumers' response to online service recovery initiatives
Wilson Ozuem, Amisha Patel, Kerry E. Howell and Geoff Lancaster Vol. 59 No. 1, 2017 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.
[Digital First] Published 3 October 2016

Validity and reliability in qualitative market research: a review of the literature
Wendy Sykes pp. 289–328 [Download PDF]
This paper comprises a review of the recent market research literature relating to issues of validity and reliability in qualitative research. It also draws on relevant literature from other fields. It explores the concepts of validity and reliability as well as examining prescriptions for their attainment.
[Digital First] Published 11 November 2015

Opinion bandwagons in attitudes towards the Common Market
Catherine Marsh and John O'Brien pp. 295–305 [Download PDF]
Opinion bandwagons have been inadequately conceptualised in most past research. In this paper, an experiment is reported in which people are given information about the trend of public opinion with respect to the EEC. A significant and consistent effect is then observed on their own stated views on the topic. These results are interpreted and discussed.
[Digital First] Published 6 August 2015

Why Chinese elites buy what they buy: The signalling value of conspicuous consumption in China
Xiaotong Jin, Hefeng Wang, Tianxin Wang, Yang Li and Shengliang Deng Vol. 57 No. 6, 2015 pp. 877–908 [Download PDF]
In 1899, Thorstein Veblen introduced socially contingent consumption into the economic literature. However, it was not until recent years that empirical studies of his theory begin to appear in mainstream economic literature with diversified conclusions. This article complements the scarce empirical literature by testing his conjecture on consumers in China's transitional economic context. Three sets of hypotheses were tested with a sample of 1,021 Chinese consumers. The findings of the study support Veblen's contention, especially the argument advanced by Leibenstein (1950) that the primary motivation for conspicuous consumption rests on social status seeking and position enhancement. With a rising per capita income in China and the birth of an elite social class, conspicuous consumption has to some extent replaced the traditional Chinese values of modesty and frugality in search of social recognition and self-realisation.
[Digital First] Published 1 June 2015

In researching emerging markets, anthropology often trumps statistics
Christopher Hylton Fitzroy Nailer, Bruce William Stening and Marina Yue Zhang Vol. 57 No. 6, 2015 pp. 855–876 [Download PDF]
For reasons primarily associated with the reliability of the data it generates, the timeliness with which it can be produced (and hence its relevance) and its limitations in handling context-sensitive issues, market research in emerging markets that relies too heavily on quantitative methodologies has considerable limitations. For this reason, there has been an increasing realisation that qualitative methods, emphasising data richness and a deep understanding of consumers – ‘why’ as well as ‘what’ and ‘how much’ – are a critical component of research in emerging markets. This paper proposes an approach that integrates quantitative and qualitative methods. It argues that a thorough understanding of emerging markets requires a mind-set and set of skills akin to those of an anthropologist, and sets out how these can be acquired.
[Digital First] Published 2 March 2015

Value co-creation: Literature review and proposed conceptual framework
Kumkum Bharti, Rajat Agrawal, and Vinay Sharma Vol. 57 No. 4, 2015 pp. 571–604 [Download PDF]
Recently, the concept of value co-creation has gained popularity as it embraces customer and operant resources into the entire value-creation process, thereby overcoming the gaps of conventional marketing. In the last decade, literature of value co-creation gave multiple definitions to clarify the concept. The overlapping definitions became a source of confusion to both academics and practitioners. Realizing this need, a detailed structured literature review was undertaken and using a thematic content analysis, 27 elements of co-creation were identified. These elements were further classified into five pillars, namely: process environment, resource, co-production, perceived benefits and management structure. The paper presents a conceptualization of value co-creation by developing a framework that integrates five categories. This research is limited to the selected articles published on value co-creation in the first decade of the twenty-first century.
[Digital First] Published 2 February 2015

Best times to call in a mobile phone survey
Paula Vicente [Download PDF]
Establishing contact with the sample units is an important part of the survey response process, and an efficient calling schedule is critical to achieve high response rates. The rapid increase in mobile phone ownership has triggered the interest of marketing researchers in the use of mobile phones for collecting survey data about consumers. Mobile phone surveys may favour establishing contact with sample units since the mobile phone is a personal device carried at all times, thus making the person permanently contactable. This paper aims to identify the best times to call in a mobile phone survey by investigating the influence of the day and time of the call on the likelihood of establishing contact and obtaining an interview. A three-level ranking of calling periods, based on call efficiency, is proposed. Outcomes also revealed that the level of efficiency of calling periods is not dissociated from respondents’ socio-demographic characteristics, namely in terms of age and region of residence.
[Digital First] Published 1 October 2014

Using graphical statistics to better understand market segmentation solutions
Sara Dolnicar and Friedrich Leisch Vol. 56 No. 2, 2014 pp. 207–230 [Download 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.
[Digital First] Published 1 December 2013

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 Vol. 56 No. 2, 2014 pp. 185–205 [Download 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.
[Digital First] Published 1 November 2013

The impact of source effects and message valence on word of mouth retransmission
Jeffrey P. Radighieri and Mark Mulder Vol. 56 No. 2, 2014 pp. 249–263 [Download 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.
[Digital First] Published 1 April 2013

Market research and the ethics of big data
Daniel Nunan and MariaLaura Di Domenico Vol. 55 No. 4, 2013 pp. 505–520 [Download PDF]
[This is a digital first article – it has been published online before it appears in print] The term 'big data' has recently emerged to describe a range of technological and commercial trends enabling the storage and analysis of huge amounts of customer data, such as that generated by social networks and mobile devices. Much of the commercial promise of big data is in the ability to generate valuable insights from collecting new types and volumes of data in ways that were not previously economically viable. At the same time a number of questions have been raised about the implications for individual privacy. This paper explores key perspectives underlying the emergence of big data, and considers both the opportunities and ethical challenges raised for market research.
[Digital First] Published 1 February 2013

Peter Mouncey Vol. 59 No. 2, 2017 pp. 143–152 [Download PDF]
In this editorial, Peter Mouncey previews the articles in volume 59(2) of IJMR, a special issue covering papers from the Association of Survey Computing (ASC) seventh international conference on the theme 'Are we there yet? Where technological innovation is leading research'. The topics include a review of how technology has been embraced by market researchers over the past decade; crowd-sourcing at £0.08 per interview; modularising internet surveys in the mobile age; developing effective dashboards; and developing a programme of SMS-based research. He discusses his panel on whether technology had lived up to its promise to make survey research "better" over time. Peter then congratulates the winners of the MRS Silver Medal, MRS Award for Innovation in Research Methodology, IJMR Collaborative Award and the IJMR Reviewer of the Year. He also highlights an article by William Davies, which analyses the current crisis facing statistics.
Published 20 March 2017

Viewpoint: ‘Is technological change threatening the very existence of “traditional” survey research and, if so, what should we do about it?’
Mike Cooke Vol. 59 No. 2, 2017 pp. 153–156 [Download PDF]
In this viewpoint, the author explores the impact of technology on "traditional" survey research and whether technological change threatens the research’s existence. He argues that the 'survey method' is not a traditional methodology but rather a paradigm that must change when the situation requires it, as it adapted to the invention of the telephone and internet. The emergence of the digital society and the new cultural ecosystems have created a new challenge for researchers to respond to. The real threat to 'traditional research' is the increasing inability, in the commercial sector, to draw representative samples at a cost-competitive price. Researchers will link datasets that were not collected for a specific research purpose and use them to add insights to more traditional survey data, such as qualitative and ethnographic data.
Published 20 March 2017

Forum: The practicalities of SMS research
Petra van der Heijden Vol. 59 No. 2, 2017 pp. 157–172 [Download PDF]
This paper describes a survey based on SMS messaging, presenting details of the tests and pilots undertaken, the practical difficulties found and overcome, as well as an examination of the differences found between the CATI and SMS elements of the survey. It also describes pilot surveys undertaken to test mixed-mode methods: SMS-to-online and SMS-to-IVR (interactive voice response). As the paper describes, Network Research has a long-standing relationship with a top service provider, which interacts with its customers through high-street outlets, by phone and online. For the past 15 years and more Network Research has conducted customer satisfaction surveys to cover all those interactions, mainly using computer-assisted telephone interviewing (CATI). Throughout the relationship with this client, Network Research has periodically investigated different means of data collection as an alternative or adjunct to CATI. Its primary motivation has been to seek more cost-efficient ways of collecting timely data (proximate to a specific event) from the customer base. Cost saving is not the only criterion, however. Consideration has also to be given to impact on the customer; attribution, confidentiality and data protection issues; potential biases leading to skewed and unrepresentative scores (non-response, age, gender, geographic); representing outlet and organisation structure; and scalability. Considerable time and effort has gone into refining the CATI approach to render it as cost – and methodologically efficient as possible. Nonetheless CATI is still, relative to other options – like online or other self-completion methods – a higher-cost approach. However, it is also the ‘gold standard’ on each of the non-cost criteria above. Pure online surveys have limited application for this client: among all but digital customers, very few customer email addresses are available. Where online research is conducted, the surveys generally suffer from low response rates. In 2015, Network Research started to supplement CATI data for the largest of the customer satisfaction surveys, among high-street customers, with a survey based on SMS messaging (or 'text messaging' via mobile phone). This paper will be of interest to anyone who is contemplating using SMS methodology.
Published 20 March 2017

Observations from 12 years of an annual market research technology survey
Tim Macer and Sheila Wilson Vol. 59 No. 2, 2017 pp. 173–198 [Download PDF]
Against the theme of this year’s conference, 'Are we there yet? Where technological innovation is leading research', this paper provides evidence-based observations on where technology has led research in the recent past, and where it appears to be leading now. meaning ltd has conducted a survey of market research companies around the world each year since 2004, looking at their use of technology. The survey includes a combination of tracking questions on the adoption of technology-based methods to detect long-term trends, as well as topical questions that vary from year to year, some of which are also repeated in subsequent years to measure change. Now, with 12 years of data, it is possible to draw a number of conclusions about the way in which the research industry interacts with the technology that supports it, and to understand some of the transformations that have taken place. It is also possible to look at some of the areas where the rhetoric and actual experience on the ground have not been aligned, and identify some of the challenges that may be unique to the research industry. Developers need to be mindful of such challenges if they are to succeed in providing useful, appropriate technology that will allow the market research industry to continue to develop, adapt and compete for survival. The aims of this paper are to: quantify significant changes that have occurred in the last decade, as well as identify those where anticipated change has been slow to materialise; examine some perennial difficulties that the market research industry appears to have with technology development, adoption and diffusion; highlight some of the current and ongoing changes that emerge from the data; identify areas that those developing or providing software need to pay particular attention to when supporting these changes; and provide specific recommendations to researchers and technology providers.
Published 17 March 2017

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