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All Articles

Article list:

1171 articles found.

Forum: Ideal and maximum length for a web survey
Melanie Revilla and Carlos Ochoa [Download PDF]
This paper aims to discover 'How long can/should a survey be?' by asking the question to respondents themselves in a web survey implemented by the Netquest fieldwork company in Mexico in 2016. It is a question that is frequently asked, even if research has already been carried out on the impact of survey length on non-response or data quality. The study conducted for this paper concluded that the ideal survey length is a median of 10 minutes and that the maximum survey length is 20 minutes. The reported lengths were significantly linked to the fact that respondents liked answering the survey and that they trusted that their data are treated in an anonymous way, but were not found to be linked to the socio-demographic variables tested, except age in the case of maximum length.
[Digital First] Published 3 August 2017

Labelling and direction of slider questions: results from web survey experiments
Mingnan Liu [Download PDF]
Using a web survey experiment, this study examines measurement comparability between two radio button questions (fully labelled and endpoint labelled) with slider questions. The slider question is unique to web surveys, displaying a horizontal or vertical line with a bar on the line. Respondents need to click and drag the bar to the desired position on the line in order to register their answers. The study described in this paper found that mean scores, break-off rates, time to complete, reliability and respondents’ evaluations are similar across question types, but that the item non-response rate for slider questions is significantly higher than for the radio buttons. In a second experiment, the direction of slider (positive–negative vs negative–positive) is compared. With few exceptions, all measures, including the mean scores, break-off rates, item non-response rates, time to complete, reliability and respondents’ evaluations are similar between the two directions. The implications and limitations of this study are also discussed.
[Digital First] Published 10 July 2017

How the linguistic characteristics of a brand name can affect its luxury appeal
Abhishek Pathak, Gemma A. Calvert, and Elison A.C. Lim [Download PDF]
This paper investigates how different phonetic structures used in brand names affect their luxurious appeal. Specifically, it was hypothesized that the phonetic structures within luxury brand names are distinct from those of basic brand names and that these distinctions help to maintain the perception of exclusivity associated with luxury brands in consumers’ minds. The hypothesis was tested using two studies involving both explicit and implicit methods. The results indicate that luxury and basic brand names differ in their use of distinct phonetic features and that these phonetic characteristics can be formally identified. Furthermore, when the different phonetic patterns associated with luxury and basic brands were used to create novel, hypothetical brand names in each category, respondents were able to successfully classify them as luxury or basic brands, including at an implicit level. In sum, the paper reveals how sound symbolism operates at a phonetic level in the context of brand names and implicitly influences the way in which consumers perceive a brand’s apparent premium or basic status.
[Digital First] Published 23 June 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

Editorial
Peter Mouncey Vol. 59 No. 4, 2017 pp. 395–404 [Download PDF]
In this editorial, Peter Mouncey previews the articles in volume 59(4) of IJMR, covering topics including predicting wine repurchase in China, internationally mobile students and their brands, the rating of places, new product performance, and optimising conjoint analysis. Peter also writes about the forum section on reassessing the influence of mental intangibility on consumer decision making and the viewpoint section on political opinion polls. He discusses the perceived coming paradigm shift in market research and several events associated with the topic. He ends with a celebration of the winners of the IJMR Collaborative Award and the MRS Gold Medal.
Published 26 July 2017

The opinion polls: in praise of measurement
Simon Atkinson Vol. 59 No. 4, 2017 pp. 405–408 [Download PDF]
In this viewpoint, the author looks at opinion polls and their varying success in the wake of several global elections and referendums. Across the globe, people are increasingly unhappy and decreasingly loyal to political parties, leading to increasing volatility in their behaviour. This had led to differences between opinion polls and election results, but people should not completely lose faith in polls. There have been successes in Ireland and the Netherlands, and poll performance in a range of countries is in line with the historical trend. The UK and US are complex countries for market researchers and despite the perceived failures, polls were actually remarkably accurate. It is difficult to develop an accurate prediction model, and future practice will likely involve more historical data and Big Data.
Published 26 July 2017

Reassessing the influence of mental intangibility on consumer decision-making
Ioannis Rizomyliotis, Kleopatra Konstantoulaki, Giannis Kostopoulos and Athanasios Poulis Vol. 59 No. 4, 2017 pp. 409–422 [Download PDF]
This paper explores the influence of mental intangibility on the size of the consideration set, for both tangible products and services. The research also examines the moderating effect of purchase involvement and objective knowledge on the set. Two experimental studies were conducted to examine these relations. Overall, the results indicate that mental intangibility positively influences the size of the consideration set, regardless of the offering type (product or service). This effect is stronger in low levels of knowledge. Consumer involvement does not seem to have a moderating effect on this relation. The studies' implications and recommendations for future research are also discussed.
Published 26 July 2017

Rating places: a statistical exploration
Ron Johnston Vol. 59 No. 4, 2017 pp. 423–448 [Download PDF]
This paper suggests an alternative procedure to the rating of places according to the assumption that averaging data on a number of different criteria presents a valid representation of a general pattern. The UK media frequently publish articles reporting on research that rates places on various criteria, with indices that can be structured into league tables. Such indices are frequently based on statistical procedures that over-simplify the differences between places. Following a critique of such methods, an alternative procedure is presented and applied to the data used for the recent production of the UK Prosperity Index. It shows that the geographies of the 43 separate variables deployed in producing that index are more complex than can reasonably be assumed.
Published 3 April 2017



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