Full MRS Members and Premium Subscribers have access to the entire archive. Standard Subscribers can access articles published in the last 1. This online archive only goes back to 1. Landmark Papers. Options for publishing papers prior to this date are being considered. If you are looking for a paper before this date please contact us. Volume 5. 8 (2. 01. Issue 4 +Editorial. Peter Mouncey pp. Peter also discusses the Viewpoint piece about the place of market researchers within the Big Data revolution and the Forum section on applying 'raking' to market research data. The editorial describes the second IJMR lecture of the year which included Professor Patrick Sturgis and Professor John Curtice discussing the inquiry into the failure of polling before the 2. UK General Election. Peter notes that the final IJMR Lecture for 2. November and be focused on the project investigating ethics in social media research and the MRS response in terms of new guidelines. 2007 Research Publications. 2007 Research Publications are listed alphabetically by section name below. Please note that copies of these publications are not held centrally and all external enquiries about specific. Bologna process puts in a high claim for the modern European education in terms of competency building approach. The control is conducted by the agencies which monitor learning activity level in higher education institutions. MRIA has adopted one textbook that can be used for this course and for 6 other MRIA Core courses: Modern Marketing Research Step-by-Step by Chuck Chakrapani and Ken Deal This book will form the foundation. Published 5 August 2. The big opportunity in Big Data. Colin Strong pp. Recent studies have suggested that presently brands aren't realising the potential of this data and are often failing to get a return on their investments.
Big Data should be studied to derive an understanding about consumers' psychology; relatively simple pieces of data can reveal deep truths about who people are. The challenge of data is actually resulting in a return to the heritage of market research as a key gateway between academia and industry. Market research has, for a long time, relied heavily on consumers self- reporting their needs, attitudes and emotions; data has the potential to bypass the biases of self- reporting to derive new insights and radically change our understanding of human behaviour. Published 5 August 2. The declining use of the term market research: An empirical analysis. Daniel Nunan pp. 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 . 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. 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 2. Device use in web surveys: the effect of differential incentives. Aigul Mavletova and Mick P. Previous studies have not found effective ways of encouraging participants to use smartphones to complete web surveys. We conducted an experiment using a volunteer online access panel in Russia with 5,4. We varied the invitation mode (SMS vs email) and encouragement to use a particular device for completing the survey: mobile phone or personal computer (PC). SMS increased the proportion of mobile web respondents, while email increased the proportion of PC web respondents. As expected, differential incentives increased the overall participation rates by 8–1. Contrary to expectations, offering higher incentives to PC web respondents did not produce higher participation rates compared to the control condition. Both encouraging the use of a mobile phone and offering higher incentives were effective at increasing the proportion of respondents using mobile devices. In terms of both participation rates and the proportion of respondents using mobile devices, offering incentives 5. Offering higher incentives to mobile web respondents also had an effect on sample composition. Significantly higher participation rates were found among females and those with higher education. Published 5 August 2. Negative online consumer reviews: can the impact be mitigated? L. G. NOR are often inevitable, have a much wider reach, dwell much longer and threaten product sales. It is therefore necessary to understand how the negative impact can be managed more actively. The marketing variables are conceptualised for the e- commerce context. Analysis of objective data on 5. In addition to adapting the 4. Ps framework of marketing management to the e- commerce context, this study highlights the need and potential to extend theoretical development and research efforts beyond the antecedents and effects of NOR to understand how to manage NOR. The findings have practical relevance for e- commerce businesses. Avenues for future research are also identified. Published 5 August 2. Plackett- Burman design in choice- based conjoint analysis: A case of estimating warning message distribution on tobacco packages Ruben Huertas- Garcia, Laura Guitart- Tarr. Although in choice- based conjoint analysis profiles are usually randomly organised in blocks, we propose a manually statistical arrangement because its design takes into account all the factors in the same number and equally distributed, and because it allows us to determine the degree of resolution in advance. Plackett- Burman can be an efficient design if we consider a trade- off between the number of stimuli in each choice set and the number of choice sets used in the assessment process. To illustrate its uses we describe an empirical application measuring preferences for shocking warning messages on cigarette packages described in 1. Published 1 October 2. Assessing the response format effects on the scaling of marketing stimuli. Ling Peng and Adam Finn pp. Issues not fully resolved include the optimal number of response categories, choice of semantic rating versus Likert form, and the appropriateness of mixing positively and negatively expressed items. While there is considerable empirical research on these issues, it addresses the scaling of respondents and is yet to produce consensus as to the most appropriate practice. In marketing, multi- item scales are not only used to scale consumer respondents, they are used to scale marketing stimuli. This article examines these response format issues when the primary objective is to scale marketing stimuli rather than consumers using generalisability theory criteria for data quality. G- study website assessment data using different response formats are used to compare their effects on the observed variance components and G- coefficients for websites. Conclusions are drawn for the most appropriate response format to use in marketing studies that scale marketing stimuli. Published 1 August 2. A better rim weighting algorithm. Michael Baxter pp. The latter is currently a popular method for grossing up the results of a sample survey, but asymmetric rim weighting produces results that are more efficient and have fewer high weights, with little or no increase in processing time. Published 5 August 2. Black box thinking: the surprising truth about success, by Matthew Syed. Dick Stroud pp. Healthcare is defined by Syed as a 'closed loop' where failure does not lead to progress, whereas aviation is an 'open loop' that systematically analyses failure to ensure it is not repeated. Individuals, like the industries discussed, also benefit from admitting their mistakes and trying to learn from them. The book investigates organisational cultures where failure is used to drive progress through case studies such as James Dyson, Unilever, and Team Sky. Published 5 August 2. Management of the fuzzy front end of innovation, by Oliver Gassman and Fiona Schweitzer. Nusa Fain and Beverly Wagner pp. The inadequate management of the early innovation phase if commonly referred to as the fuzzy front end (FFE); empirical research suggests the FFE is essential to successful innovation, but management continues to have difficulty designing this stage. This book aims to address this issue by presenting practical explanations, tools and examples of how to manage and implement the FFE of the innovation process. The research draws upon a wide range of knowledge within the field of innovation management and includes contributions by key scholars and practitioners in accessible language. The integration of empirical research with practical case studies makes the book a unique and compelling read which achieves its primary objective of explaining the FFE and the impact its effective management can have on innovation outcomes. Published 5 August 2. Issue 3 +Editorial. Peter Mouncey pp. Peter also discusses the first IJMR Lecture of the year – delivered by Mike Savage on the issue of social class – and the IJMR hosted debate at Impact 2. Who will succeed in the new age of data discovery?'. Finally, this editorial outlines the final report of the British Polling Council (BPC)/MRS polls inquiry. Published 2. 7 May 2. The new rules of engagement. Samantha Bond pp. Millennials see themselves working independently in the future; this highlights the disparity between what traditional employers are offering and what Millennial employees actually want. To appeal to future generations, market researchers must recognise that some of the cornerstones of their industry are outdated and work to redefine archaic processes and tools. The market research industry must tap the millennial mindset and implement a Millennial start- up mentality to better attract and retain the top Millennial talent. In particular, Millennials value flexibility, incentivisation and belonging in a way that is distinctly different to previous generations. Published 2. 7 May 2. Gender and the media: investigating audience opinions on TV, radio and the Internet. David Bunker and James Bryson pp. As well as exploring the methodological challenges in researching the subject, they also discuss how they used the Bem Sex Role Inventory to explore whether where the audience sits on a spectrum of masculinity/femininity helps to explain their consumption and appreciation of the television they consume. Published 2. 7 May 2.
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