 Subjects -> ADVERTISING AND PUBLIC RELATIONS (Total: 23 journals)
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- Corrigendum to “Effects of online shopping channel and price discount on
near-expiry food sales”-
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Abstract: International Journal of Market Research, Ahead of Print.
Citation: International Journal of Market Research
PubDate: 2023-05-29T04:17:18Z
DOI: 10.1177/14707853231178167
- Insights into the bernie madoff financial market scandal which identify
new opportunities for business market researchers-
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Authors: Clive R. Boddy
Abstract: International Journal of Market Research, Ahead of Print.
This article reflectively applies measurement tools to gage whether a renowned financier and champion of shareholder capitalism, in 20th century business history, might be categorized as a corporate psychopath. The article examines aspects of the career of the outstanding financial investment manager, Bernie Madoff. Psychopaths and corporate psychopaths are defined as background to the article. Gauges of corporate psychopathy and psychopathy are outlined which could be modified by market research companies to identify corporate psychopathy in organisations as a way of aiding investment decisions into such organisations. The current article concludes that insolvencies such as those at Madoff’s investment company, have been distinguished by CEOs being present who were simultaneously the lauded agents of financial market capitalism and who embodied the traits of the corporate psychopath. The examination of potential corporate psychopaths using this historical methodology helps inform ideas about what the effects of psychopathic leadership may be within economies and gives new insights into the reasons for the greed, risk taking, and unethical practices found in financial markets. Findings support the accepted view that corporate psychopaths can be discovered in senior roles in the financial services sector. This current paper provides new avenues for research offerings from market research companies. For example, business to business researchers could undertake research to identify firms more likely to be longitudinally viable, sustainable and less likely to collapse (i.e., non-psychopathic firms). Investment companies like pension funds could use such research to identify firms that are less risky, more ethical, better led, and therefore safer to invest in.
Citation: International Journal of Market Research
PubDate: 2023-05-10T08:14:39Z
DOI: 10.1177/14707853231173260
- Reaching Voters on Social Media: Planning Political Advertising on
Snapchat-
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Authors: Arry Tanusondjaja, Aaron Michelon, Nicole Hartnett, Lara Stocchi
Abstract: International Journal of Market Research, Ahead of Print.
Over the past decade, political advertising via social media has grown rapidly, spurred by microtargeting, which looks to deliver specific messages to tightly defined audiences. Microtargeting strategies have been claimed to be effective, but questions remain around their cost, when looking to optimise impressions for a given budget. We analyse 11,837 ads aired on Snapchat over a two-year period leading up to the 2020 presidential election in the United States, which differ in the number of targeting criteria applied. We compare the number of impressions and the spend per ad placement (measured in CPM), whilst also considering the length of advertising schedule. We find that using fewer targeting criteria and longer schedules increases impressions with comparable or lower spend than microtargeting. These findings are in line with those from traditional broadcast media, such as TV, highlighting the relevance of existing media scheduling knowledge from traditional platforms for political advertising on newer, digital media.
Citation: International Journal of Market Research
PubDate: 2023-05-05T04:20:15Z
DOI: 10.1177/14707853231175085
- Thinking big – here comes the sun
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Authors: Julian Peter Adams
Abstract: International Journal of Market Research, Ahead of Print.
In 2000, Pincott and Branthwaite published ‘Nothing New Under the Sun'’ which discussed the role of the internet in research both in terms of the hazards and opportunities this confers. Specifically, Pincott and Branthwaite argued that whilst the advent of the internet offers up new approaches and techniques, this must not be at the detriment of methodological rigour and standards we have grown accustomed to in the industry. In this paper, it is argued that the advent of big data, big qual and the emerging potential of the metaverse present new opportunities in research but pose the same questions originally conceived by Pincott & Branthwaite, 2000. Moreover, methodological rigour and standards are framed by three interconnected themes, namely, the role of data science and big data, the importance of softer skills of interpretation and narration and finally, the role of theory in elevating and grounding research.
Citation: International Journal of Market Research
PubDate: 2023-04-26T07:27:22Z
DOI: 10.1177/14707853231173262
- Effects of online shopping channel and price discount on near-expiry food
sales-
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Authors: Jae Young Lee, Kang Jun Choi, So Yean Kwack
Abstract: International Journal of Market Research, Ahead of Print.
Consumers have an aversion to purchasing near-expiry food products, which leads to enormous food waste and economic loss. Given the importance of this issue, past research has studied the effect of impending expiration date on product sales, but its focus has been limited to perishable food products. Since the expiration dates of non-perishable food products are treated as less important than those of perishable food products, we expect that the resulting effect on sales largely varies by shopping environment. With the growing importance of online shopping in food sales, we examine how the effect of impending expiration date differs between mobile and PC shopping environments. By analyzing a unique data set from an online salvage store, we find that consumer aversion toward near-expiry products is more salient in the PC shopping environment than in the mobile shopping environment. However, when there is a deeper price promotion, the between-channel difference is reduced as the sensitivity of an impending expiration date on sales increases in the mobile shopping environment. These findings not only represent novel contributions to the literature but also provide managerial implications for practitioners.
Citation: International Journal of Market Research
PubDate: 2023-04-24T02:15:08Z
DOI: 10.1177/14707853231173222
- Framing Effects on Willingness to Participate in Geolocation-Based
Research-
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Authors: Carlos Ochoa, Melanie Revilla
Abstract: International Journal of Market Research, Ahead of Print.
The Internet’s widespread adoption and recent technological developments have provided researchers with the opportunity to capture new data types (e.g., images, passively collected data), which offer several advantages over conventional survey data. Nevertheless, the limited participation rate in projects requiring to share such data may limit their benefits, and even their feasibility. To estimate the willingness to participate in such projects in advance, researchers frequently rely on surveys. However, the way researchers describe what data should be shared and how, and the phrasing of questions asked to participants to obtain their agreement may result in different estimates. This study presents the results of a conjoint experiment that estimates the hypothetical willingness of participants to engage in two research activities that require sharing geolocation data. Three different descriptions of the activities were presented to participants: a neutral one, one emphasizing the necessity to commit to participate, and one emphasizing safe handling of shared data. The three descriptions elicited different levels of willingness, with a maximum effect of 7.0 percentage points (statistically significant). Additionally, the importance given by participants to the attributes of the activities (e.g., project duration or incentives) differed depending on the description. Notably, the description that emphasized data safety produced lower levels of willingness compared to the neutral one. This suggests that researchers should avoid overly emphasizing safety assurances when requesting the sharing of sensitive data, beyond the necessary information required for obtaining informed consent from participants.
Citation: International Journal of Market Research
PubDate: 2023-04-11T11:39:43Z
DOI: 10.1177/14707853231170107
- Comparing participation motives of professional and non-professional
respondents-
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Authors: Henning Silber, Sven Stadtmüller, Alexandru Cernat
Abstract: International Journal of Market Research, Ahead of Print.
In times of declining response rates and over-surveying, improving our understanding of why people participate in surveys is more important than ever. Previous research showed that online panel participants have intrinsic (e.g., topic interest, altruism) and extrinsic (e.g., incentives) participation reasons. Our study expands this research by implementing an experiment using two common forms of survey measurement: ranking and rating. The experiment was fielded in a professional respondents’ sample from a German online panel (n = 407) and in an address-based sample (mail and online) of German non-professional respondents (n = 1,137). Besides extrinsic and intrinsic motivations, the experiment included various study design features (i.e., mode, length, data security) and the mood during the time of contact as possible reasons for participation. The results confirm previous findings regarding the motivations of online panelists but also show important differences between professional and non-professional respondents. Specifically, the main participation reasons of professionals are topic interest (intrinsic) and incentives (extrinsic), while non-professionals are primarily motivated by intrinsic reasons (topic interest and purpose of study). This notion is also supported by the Latent Class Analyses, which showed that three of the four classes for professional respondents had a high probability of naming incentives as one of their main reasons for survey participation, whereas none of the four non-professional clusters rated incentives highly. The differences between the two samples highlight that professional panel members have different motivation structures than participants in general population surveys. This may undermine generalizability, but it also provides opportunities for targeted recruitment.
Citation: International Journal of Market Research
PubDate: 2023-03-31T10:25:51Z
DOI: 10.1177/14707853231166882
- Photovoice of marginalized groups and pride month marketing
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Authors: Kimberly Nehls
Abstract: International Journal of Market Research, Ahead of Print.
The purpose of this research note is to suggest photovoice as a methodology to enhance and vivify marginalized voices in marketing research. Specifically, the focus is on LGBTQ+ consumer perspectives during one of the most visible times for this marketing segment: Pride Month. Photovoice is an opportunity for researchers to ask for viewpoints and incorporate consumer perspectives into social marketing research. It puts the researcher in the role of a guide through the research process, while participants lead the data collection, definitions, and analysis through their own images so new voices and perspectives are centered. It is the intention of this article to be a catalyst for encouraging both scholars and practitioners to conduct future photovoice studies in international market research.
Citation: International Journal of Market Research
PubDate: 2023-03-28T08:13:24Z
DOI: 10.1177/14707853231166878
- A hands-on guide to conducting field experiments using mobile applications
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Authors: Jamel Khenfer
Abstract: International Journal of Market Research, Ahead of Print.
Researchers must increasingly account for growing expectations from scientific journals to infuse their work with real-world significance through field experiments. However, field experiments often require researchers to have access to substantial resources or a network that includes nonacademic partners willing to provide those resources. This article aims at overcoming those barriers by providing researchers with the tools they need to conduct randomized field experiments delivered to participants through mobile applications, given limited resources. The method presented herein takes advantage of the facilitated access to user data made possible by computing and development platforms such as Google’s Firebase. While the programming tools required to collect and analyze the data may feel intimidating, this article provides step-by-step instructions and illustrates the procedure with a case study experiment.
Citation: International Journal of Market Research
PubDate: 2023-03-21T02:19:30Z
DOI: 10.1177/14707853231165635
- Indigenous Research Methods to Build an Uncontested Space for Marketing
Insight-
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Authors: Kaye Chan, Susie Khamis, Maureen Taylor, David Waller
Abstract: International Journal of Market Research, Ahead of Print.
Many countries have ethnically diverse populations and marketing practitioners need to consider these diversities when undertaking research, particularly when exploring sensitive topics. In Australia, Indigenous Australians make up 3.3% of the population and are a commonly researched audience to gauge attitudes and ensure cultural offense does not occur due to unintended consequences of marketing activity. However, obtaining information from such a vulnerable group using quantitively based surveys is often inappropriate or insensitive. This paper introduces to Euro-western market researchers the concepts of flipping and yarning as a market research approach that has been used by Indigenous Australians for thousands of years. This circular market research approach demonstrates that ensuring a cultural understanding of the community can provide a foundation for a research approach that is ‘considered’ and respectful. It is hoped that this type of methodology can be used with other vulnerable communities as well as other diverse groups.
Citation: International Journal of Market Research
PubDate: 2023-03-20T01:58:45Z
DOI: 10.1177/14707853231165471
- To See the Invisible: An Empirical Comparison of Methods for Text-Based
Sentiment Analysis of Online Contents From People With Autism Spectrum
Condition-
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Authors: Kuan-Chou Ko, Shian-Ko Liu, Chih-Ping Wei, Jia-Shiuan Hsieh, Ren-Han Yang
Abstract: International Journal of Market Research, Ahead of Print.
With the growing awareness of autism, more and more organizations tried to adapt their service offerings to the special needs of autistic groups. However, the extant relevant research in marketing is still limited, and lacks empirical evidence from the field as well as affective measures. Thus, we explore a secondary research method that is able to capture affective states of autistic people. This research aims to solve two critical assumption questions relevant to the feasibility to utilize online secondary data here: (1) How to efficiently discriminate autistic groups from neurotypical people among a huge amount of unstructured online data, given that the autistic identity is usually unlabeled and invisible' (2) Do the online contents by autistic groups provide good diagnosticity for sentiment analysis, given that many studies in this area doubted the emotional processing ability of autistic people' In our case study, we focused on people who were diagnosed with autism and successfully identified 664 autistic individuals, and then collected their user-generated content on Reddit. In the end, we collected 9305 sentences in 842 posts for sentiment analysis. Based on the results of three content analysis methods in our case study, we recommend a hybrid method that involves a collaboration between human coders and AI-enabled analysis. We provide a detailed procedure about how to implement this method, and also metrics that help to evaluate the analysis results. This method can significantly improve the efficiency of the coding process with an acceptable loss of data points, which solves the first assumption question. This paper further shows that autistic groups would provide emotional information in an online environment but in a different behavioral pattern at the aggregate level, which solves the second assumption question and is initial evidence to encourage future empirical research on autistic consumers to include emotional factors.
Citation: International Journal of Market Research
PubDate: 2023-02-21T11:45:27Z
DOI: 10.1177/14707853231158605
- Insights on Metrosexuality and Consumption for Marketers in South-East
Europe-
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Authors: Vasileios Magklaras, Alexandros Kapoulas, Natyra Xharavina, George Miaoulis
Abstract: International Journal of Market Research, Ahead of Print.
This article explores the emergence of metrosexuals among millennial men in five South-East Europe (SEE) countries and their subculture of consumption. It qualitatively studies their beliefs about masculinity and metrosexuality, and it identifies their purchasing behaviours’ of grooming products online and offline by employing digital extended self-theory to provide strategic guidance for marketers and new insights for academics. This qualitative study includes ten semi-structured in-depth interviews and one hundred qualitative open-ended questionnaires. Additionally, it employs netnography to analyze the subculture of consumption of male metrosexuality in two representative blogs. The findings reveal that SEE millennial men embrace a dual identity, a traditional masculine identity, which co-exists with their metrosexuality, creating an emotional conflict as they differ along an accepted to extreme continuum. Metrosexual men are heavy users of personal grooming products favouring online purchasing (1) due to the frequent lack of retail availability in SEE countries and (2) their sense of embarrassment––the underlying emotional conflict. This study directly challenges the existing academic literature, which supports the dominance of traditional masculine identity among developing countries. For both marketers and academics, it presents a different market reality. Metrosexual males show a distinctly different self-identity online from offline. Social media provides them with a safe space, which is often subject to public embarrassment in offline settings. These findings have note-worthy implications for marketing practitioners including communication messaging, social media strategy, brand identity and presence, and product development. They provide insights for both practitioners and academics regarding the subculture of consumption of metrosexuals in the historically macho male-dominated SEE regions.
Citation: International Journal of Market Research
PubDate: 2023-01-20T01:39:02Z
DOI: 10.1177/14707853231151880
- Exploring young voter engagement and journey mapping across political
events-
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Authors: Mojtaba Poorrezaei, Christopher Pich, Guja Armannsdottir, Ines Branco-Illodo, John Harvey
Abstract: International Journal of Market Research, Ahead of Print.
This interdisciplinary study aims to explore the lived experiences and engagement of young voters from a customer journey perspective. To achieve this, the present study investigates voter engagement journey with various political events (2015 UK General Election, 2016 UK-EU Referendum, 2017 UK General Election and future elections). The authors collected data via phenomenological in-depth interviews with young voters 18–24 years. The results show different engagement journeys and touchpoints. In particular, the findings reveal that (1) young voters were not apathetic of politics as long as they could identify the personal impact of political issues-policies (i.e., sticky customer journey); (2) the ‘voter journey’ is dynamic resulting in stronger engagement yet limited long-term party loyalty; and (3) voters used multiple touchpoints to engage with the political process combining media, voter-led research and interactions with personal networks and political stakeholders (online and off-line). This study puts forward the voter engagement and journey mapping framework which represents a mechanism for researchers and practitioners to gain access into the hidden world of the voter journey and periodically explore levels of engagement across political events. To our knowledge, this is the first study examining customer journeys in a political context and provides insights for political campaign managers to effectively improve voters’ engagement.
Citation: International Journal of Market Research
PubDate: 2023-01-20T01:09:28Z
DOI: 10.1177/14707853231151890
- Researching the marginalised bottom of the pyramid in Africa: Lessons and
prospects for inclusive, relevant practices-
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Authors: Tendai Chikweche, James Lappeman, Paul Egan
Abstract: International Journal of Market Research, Ahead of Print.
Africa is home to 27 of the world’s 28 poorest, marginalised and most vulnerable countries. There are limited studies on the challenges and opportunities of researching marginalised consumers in Africa, even though more than 440 million marginalised consumers consume products and services that require market research. This paper aims to critically identify and discuss the challenges and opportunities for researching marginalised consumers in Africa using insights from empirical studies conducted in various countries between 2009 and 2022. The paper proposes a conceptual framework that outlines the methodological and operational challenges and enablers for market research and concludes with practical guidelines of considerations that researchers should take for researching the marginalised in Africa.
Citation: International Journal of Market Research
PubDate: 2023-01-04T09:53:41Z
DOI: 10.1177/14707853221147190
- Methodologies for researching marginalised and/or potentially vulnerable
groups-
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Authors: Clifford Lewis, Michael Mehmet, Sarah Quinton, Nina Reynolds
First page: 147
Abstract: International Journal of Market Research, Ahead of Print.
Citation: International Journal of Market Research
PubDate: 2023-02-10T08:32:15Z
DOI: 10.1177/14707853231155238
- The 5R Guidelines for a strengths-based approach to co-design with
customers experiencing vulnerability-
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Authors: Rebekah Russell-Bennett, Nick Kelly, Kate Letheren, Kathleen Chell
First page: 167
Abstract: International Journal of Market Research, Ahead of Print.
This research note addresses a significant gap in the literature in researching marginalised customers who may potentially experience vulnerability: the need to use a strengths-based approach in designing social marketing research. There has been a (positive) trend in recent decades towards greater inclusion of stakeholders in social marketing research, design and evaluation through the adoption of co-design methods. However, a theoretical issue that has not been adequately addressed within social marketing research (with some exceptions) is that it is possible to use co-design methods in such a way that the language and approaches that are employed serve to further disempower these groups through a deficit-based discourse. This research note uses reflexivity to propose a set of guidelines for how to implement a strengths-based approach when co-designing with customers experiencing vulnerability, specifically from a social marketing perspective. A real-world program in the context of empowering mature women to maintain secure housing is used to illustrate the guidelines.
Citation: International Journal of Market Research
PubDate: 2023-01-20T06:08:45Z
DOI: 10.1177/14707853231151605
- Studying Pre-Adolescents: An Autoethnographic Account of a
Parent-as-Researcher-
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Authors: Adriana Schneider Dallolio
First page: 297
Abstract: International Journal of Market Research, Ahead of Print.
This article advances the methodological perspective toward studying children, articulating parent-as-researcher (PAR) and children as co-researchers to generate high levels of novel discovery, especially in sensitive subjects related to this vulnerable group. It also underscores the rich possibilities of this inquiry form in studying children, which goes beyond authenticity to reveal children’s multi-layered voices. Furthermore, the insiders’ approach to the PAR’s inquiry and the perspective of children as co-researchers enlighten new ways to engage young consumers in research, allowing broad and deep discussion of subjects’ matters in their own voices. Finally, a guideline for researchers interested in following it is provided. As the text explains, professional researchers can apply the approaches with some adjustments, and non-parent researchers can engage parent co-researchers.
Citation: International Journal of Market Research
PubDate: 2023-01-05T04:12:29Z
DOI: 10.1177/14707853221150134
- Methodological Challenges in Energy Poverty Research
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Authors: Ute Dubois, Anca Sinea
First page: 340
Abstract: International Journal of Market Research, Ahead of Print.
Energy poverty is an endemic phenomenon affecting millions of households around the world. An abundant literature, employing various single or combined methods, is dedicated to understanding its causes, symptoms, and the lived experiences of these households. This article explores the challenges raised when implementing qualitative research on energy poor households. We analyse a set of 33 research outputs - academic papers and reports - to identify methodological challenges raised by researchers and their possible resolves. By discussing the difficulties related to the operationalization of the concept of energy poverty, those linked to identifying and engaging energy poor households in research, or to the complex nature of their vulnerabilities, the study aims to develop a grounded theory articulated on the narrative of the findings and provide guidance for future qualitative work on energy poverty performed by researchers and stakeholders involved in alleviating it.
Citation: International Journal of Market Research
PubDate: 2023-02-10T06:44:45Z
DOI: 10.1177/14707853231155393
- Market shaping through controversial innovation
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Authors: Karim Ben-Slimane, Lilia Fessi
Abstract: International Journal of Market Research, Ahead of Print.
In this paper, we examine market-shaping literature that investigates how markets evolve over time. We focus on how controversial innovations gain acceptance as the result of the intentional strategies put into place by companies. We’ve carried a qualitative research based on secondary data collected from several online sources. Our study describes how a new packaging, can, had been introduced to the highly conservative market of wine in France. Our findings shed light on the opportunity for practitioners to implement controversial innovation in conservative markets and introduce a set of strategies to achieve such purpose.
Citation: International Journal of Market Research
PubDate: 2022-12-14T01:04:23Z
DOI: 10.1177/14707853221145839
- Examining Pareto Law across department store shoppers
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Authors: Arry Tanusondjaja, Jenni Romaniuk, Magda Nenycz-Thiel, Mototaka Sakashita, Vijay Viswanathan
Abstract: International Journal of Market Research, Ahead of Print.
Department stores invest in loyalty strategies that largely focus on retaining current high value customers in response to increasing competition in retail shopping. In this study, we examine the contribution of the top 20% customers for transaction frequency and value (“heavy buyers”) to the total sales, and the consistency of this contribution across departments within a store. We also investigate the heavy buyer stability over time across 3 years, from over 550 million transactions from a department store chain in East Asia. The results show that the Pareto ratio of the top 20% spenders account for 71% of revenue (and 52% of the total transactions), and the top 20% transactors represent 58% of revenue (and 62% of total transactions), which may signal the role of such heavy buyers to overall stores sales. At each department level, the heavy buyers (by value) contribute from 65% to 86% of the department revenue. Despite this, the stability of the top 20% segment over time varies greatly by department from 11% to 74%. Finally, whether high value customers in one department store also translate across departments, depends mainly on the department size in terms of its shopper penetration. The research furthers our knowledge on Pareto Law, with important implications for customer retention strategies and loyalty programs especially for retailers.
Citation: International Journal of Market Research
PubDate: 2022-12-13T09:08:09Z
DOI: 10.1177/14707853221145851
- Preferences as a Determinant of the Measurement-Unit Effect for Unit
Prices-
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Authors: Martin Ohlwein
Abstract: International Journal of Market Research, Ahead of Print.
The extent to which alternative measurement units affect consumer behaviour is the subject of a handful of studies, which, however, measure this effect at an aggregate level. This presents a gap in that it is of great importance for marketing practice to understand whether the observed effect applies to all consumers to a similar extent. Investigating the product category bottled beer and applying an importance-focused post hoc segmentation, it is discovered that no measurement-unit effect occurs for brand-oriented customers. The unit of measurement in which a unit price is indicated substantially influences the preference structure for only one in five respondents. Both strategic and operational decisions with regard to unit prices should therefore not be based on an averaged market view, but on a segment-specific perspective.
Citation: International Journal of Market Research
PubDate: 2022-11-23T02:59:38Z
DOI: 10.1177/14707853221140757
- Development of a hybrid model to plan segment based optimal promotion
strategy-
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Authors: Yeliz Ekinci, Aysun Güran
Abstract: International Journal of Market Research, Ahead of Print.
The study addresses the long-term effects of promotions in terms of movement in a value-based segmentation (lead, iron, gold, platinum), instead of simply looking at response rates that occur shortly after the promotion. The study develops a framework for planning an optimal promotion strategy via Markov Decision Processes and Machine Learning methods for an online department store. In the first phase, the states are set as the customer profitability segments in order to conduct the MDPs. Then, MDP model is solved, and the optimal decision for each segment is determined. In the second phase, in order to aid the company for making their plans for the next year, the segment that the customer will belong to next year should be predicted. Prediction of the future customer profitability segment is performed by using several machine learning algorithms, and the best performing model is selected. Using this best performing model, the company can predict the future (potential) profitability segment of the customer and make plans which include the optimal promotions that will be directed to the customers depending on their segments (these optimal promotions are the outcomes of the first phase). The proposed framework can be applied by practitioners in e-commerce companies which keep customer data.
Citation: International Journal of Market Research
PubDate: 2022-11-16T11:30:06Z
DOI: 10.1177/14707853221139599
- Impact of social media brand blunders on brand trust and brand liking
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Authors: Ceren Hayran, Melis Ceylan
Abstract: International Journal of Market Research, Ahead of Print.
More companies are engaging with consumers in real-time on digital platforms, which may lead to accidental or unintentional sharing of messages. Accordingly, how to manage online brand crises has become an increasingly important issue for marketing managers. The present research explores how online brand blunders influence consumers’ trust and liking toward the blunderer brand, and the role of brand commitment in this relationship. Three studies show that consumers evaluate online brand blunders differently than they do product performance problems. Specifically, upon receiving negative brand blunder information, high (vs. low)-commitment consumers’ brand trust and brand liking decrease to a higher extent due to finding the blunder less humorous and more offensive. On the contrary, upon receiving negative product performance information, low (vs. high)-commitment consumers’ brand trust and brand liking decrease to a higher extent, which supports previous literature. Our findings suggest that managers should prioritize high and low-commitment consumers differently and tailor blunder communication in handling online brand crises.
Citation: International Journal of Market Research
PubDate: 2022-11-01T07:21:29Z
DOI: 10.1177/14707853221132216
- The novice nose knows: How olfactory knowledge shapes evaluation
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Authors: Hua Meng, César Zamudio, Jamie L. Grigsby
Abstract: International Journal of Market Research, Ahead of Print.
Prior consumer knowledge research compares differences between experts and novices within a product category, implicitly assuming that novices are similar across categories. Relying on the differences between incidental and intentional learning, as well as on the unique physiological characteristics of olfaction processing, we examine this assumption, comparing novice consumers between olfactory and non-olfactory categories and suggesting that olfactory novices are unique. Using electronic word-of-mouth (eWOM) analysis and experiments, we find that olfactory novices are more familiar with technical terms than non-olfactory novices in their product category. Thus, when exposed to technical olfactory product descriptions, olfactory novices are more confident in evaluating products by gaining a higher sense of understanding. This cross-category novice comparison and the underlying cognitive mechanism are new to the literature. The research highlights the theoretical importance of how olfactory novices are unique and shows how eWOM and experimental data can be combined in sensory marketing. Practically, we suggest scented product managers to provide more technical product descriptions for olfactory novices, especially when product trial is not feasible (e.g., online purchases).
Citation: International Journal of Market Research
PubDate: 2022-10-25T02:37:28Z
DOI: 10.1177/14707853221135542
- Finding creative drivers of advertising effectiveness with modern data
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Authors: John Williams, Nicole Hartnett, Giang Trinh
Abstract: International Journal of Market Research, Ahead of Print.
The Modern Data Analysis paradigm (Williams, 2021) advocates using multiple methods to address the same research question, which is rarely done in studies of advertising creative effects. In this paper, we apply the MDA paradigm to data from Hartnett, Kennedy, et al. (2016), which coded 158 creative variables for 312 television advertisements with commercially validated short-term sales effectiveness outcomes. We found that many models give higher classification accuracy than the ordinal regression model previously applied, some significantly higher. Importantly, by applying many alternative but equally plausible analytical methods, we can identify creative variables associated with commercial success and have evidence-based confidence that these creative variables are artefacts of the data, and not artefacts of any particular analytical method and its associated assumptions. The findings reveal several alternative creative variables that are consistently associated with sales success across methods, which relate to the timing aspects of visual branding.
Citation: International Journal of Market Research
PubDate: 2022-10-14T05:14:08Z
DOI: 10.1177/14707853221134258
- The Impact of Behavioural Framing Effects on Market Research Conversion
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Authors: Christopher Martin, Thomas Mathar, Charlotte Duff, Katharine Johnson, Tereza Anderson
Abstract: International Journal of Market Research, Ahead of Print.
The cause-and-effect relationship between incentives and market research response rates is well documented. In general, we understand that - mediated by factors such as privacy and difficulty - the greater the compensation offered to participants, the greater propensity for task completion. However, there is little understanding of how the way in which an incentive is communicated impacts results. We believe studying this field will help insight industry practitioners who are often challenged by limited or fixed incentive budgets. By exploring and ranking framing methods, we aim to recommend to researchers the tactical options that will maximise return on investment. In this initial exploration, we have narrowed framing choices to a set identified by the field of behavioural economics. In particular, we investigate the relative impact of: (1) financial incentives, (2) the endowment effect, (3) social proof, (4) altruism and, (5) financial incentives plus loss aversion. These conditions can be considered to broadly fit within one of three categories: (a) financial incentives alone, (b) behavioural principles alone, (c) financial incentives plus behavioural principles. To replicate the real-world challenges of insight professionals, this was tested in an experimental design that sought to recruit existing Aegon customers into a new research panel. The experimental case study format also lends itself to high volumes. The results of this study are based on 91,289 recruitment emails delivered to Aegon customers across various weekday mornings. Each email contained either neutral information regarding the incentive to join - the opportunity to win up to £250 - or the same message framed using one of the experimental methods in test. Messages were repeated both in the subject line and the email body. Results were measured and analysed at the points of: (A) email open, (B) email click, (C) conversion as defined by screener completion, (D) conversion as defined by panel account created, and (E) engagement as defined by completing at least one task on the panel eligible for a point reward within 3 months of signup. Additionally, the unsubscribe rate was measured and compared across all messages. Prior to the launch of the study, our hypotheses were that email communications which utitlised the endowment effect, social proof or altruism would lead to higher conversion rates than messages regarding incentivisation. Further, we hypothesised that emails which utilised both financial incentives plus loss aversion framing in an additive capacity would deliver the highest conversion rate. Our analysis led to a rejection of all hypotheses. Ultimately, it was concluded that none of the tested framing effects performed significantly better, as per chi-squared tests, than the financial incentive group across open rate, click rate, conversion rate or engagement rate. However, the addition of loss aversion performed on par with the incentive only group for panel engagement. Further, the use of loss aversion, altruism and the endowment effect all led to significantly lower unsubscribe rates than the incentive only group. This led to a nuanced conclusion which surmised that the loss aversion tactic, when used in an additive capacity to a financial incentive, appears to offer the most balanced risk profile for research professionals, whilst the endowment effect, social proof and altruism offer moderate to worse risk profiles. Finally, we highlight the need for more proof in this field - suggesting that future efforts replicate the study with a general population sample or non-financial services case studies.
Citation: International Journal of Market Research
PubDate: 2022-10-14T02:23:48Z
DOI: 10.1177/14707853221133048
- Does ticket sales information disclosure affect speed of ticket sales'
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Authors: Chia-Ning Chiu, Ling-Chieh Kung, Pei-Yu Sun
Abstract: International Journal of Market Research, Ahead of Print.
We analyze a Taiwanese theatre company’s ticket sales from 2008 to 2012 to investigate whether a consumer’s willingness to pay for a ticket was affected by the company’s disclosure of sales information (sales outcome). Sales are stratified by price band in order to understand the unique demand of each price bracket. We hypothesize that the sales outcome of a price band has a positive effect on the willingness to pay for a ticket in that price band, but that effect from other price bands is negative. Our findings support this hypothesis using the historical data of ticket sales from a Taiwanese theater. We also find that the sales speed decreases when the length of selling period becomes longer.
Citation: International Journal of Market Research
PubDate: 2022-08-17T05:02:27Z
DOI: 10.1177/14707853221119382
- Diverse research teams: A framework for research review
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Authors: Skye Akbar, Luke Greenacre, Rebecca Defina, Lorraine Garay
First page: 155
Abstract: International Journal of Market Research, Ahead of Print.
Indigenous groups voices have often been missing from the marketing research collegiate. The Aboriginal and Torres Strait Islander Peoples of the land now known as Australia, for example, are among the most researched peoples in the world (Martin & Mirraboopa, 2003), yet are underrepresented among research practitioners. The present underrepresentation among practitioners is only slowly, and occasionally haphazardly, being addressed by the growing number of more junior Indigenous researchers entering the field. Until greater representation among senior researchers is achieved, research teams are likely to include a mixture of Indigenous and non-Indigenous researchers. Such teams must therefore address a unique combination of power imbalance and minority inclusion in how they work.This need for inclusion can become more challenging for research teams when the research topic addresses issues impacting Indigenous peoples. And while numerous ethical and research guidelines exist for how researchers work with participants who are members of a minority group and are likely to have less power, there are few frameworks addressing how such challenges should be managed for the researchers within a research team.In this paper, we use an action research method to critically reflect on how to manage research teams that include more junior Indigenous researchers whose voices are vital to the research project. Reflexive and proactive processes were developed to ensure a culture of reflection both regarding interactions within the research team and in the project. To structure and share these reflections, the team developed and enunciated a fit-for-purpose framework. This framework was informed by the work of Narungga Professor Rigney (1999) that lists foundational Indigenist research methods. The framework also draws on the layers of reflexivity proposed by Nicholls (2009) and insider/outsider group theory previously advocated for (Ameka, 2018).
Citation: International Journal of Market Research
PubDate: 2022-12-19T06:17:41Z
DOI: 10.1177/14707853221145845
- Unmuted: An Indigenist truth-telling provocation
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Authors: Maria Raciti
First page: 183
Abstract: International Journal of Market Research, Ahead of Print.
This article is different, in a good way. This article draws inspiration from Australian Indigenous scholar Nakata’s (2007) theory of the cultural interface—the touchpoint between Western knowledge systems and Indigenous knowledge systems. Come with me, and let me tell you a story about Indigenous methodologies and other acts of research sovereignty using an Indigenous storytelling methodology. Let me tell you about my reflections as an Aboriginal marketing professor, and be warned, I will challenge you with provocative questions designed to shock you into new thinking and truth-telling. I will also provide guidance to improve your market research practice.
Citation: International Journal of Market Research
PubDate: 2022-10-07T06:29:44Z
DOI: 10.1177/14707853221132447
- Value Co-Creation: For respectful research with Aboriginal Australians
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Authors: Jayne Lawrence (Wiradjuri), Mark Lock (Ngiyampaa), Jodie Kleinschafer, Phillip Naden (Wiradjuri; Barranbinja), Oliver K Burmeister
First page: 191
Abstract: International Journal of Market Research, Ahead of Print.
Bringing together individuals of diverse perspectives in a research team can be challenging, especially when one perspective has been largely unacknowledged. The phrase ‘Value co-creation’ is used in marketing to include the voice of the consumer in the development of offerings so as to create value for both the organisation and the consumer. This study examines how well value co-creation model captures a process of research collaboration that privileges marginalised voices in a culturally sensitive and safe way. We examine a project that brought together three different, but not necessarily mutually exclusive, groups of people: Aboriginal community members; health care practitioners, policymakers and marketing experts. It is revealed that the value co-creation model exemplifies many of the elements needed to weave together different methodological perspectives and manage the dynamics of a research team. However, some adaptations were required, particularly: the inclusion of a ‘cultural broker’; a means of ‘cultural governance’; and the addition of a sixth pillar to the model – ‘evaluation’.
Citation: International Journal of Market Research
PubDate: 2022-11-16T08:22:54Z
DOI: 10.1177/14707853221139700
- Consumer partnerships in research (CPR) checklist: A method for conducting
market research with vulnerable consumers-
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Authors: Joan Carlini, Julia Robertson
First page: 215
Abstract: International Journal of Market Research, Ahead of Print.
There is a need for better evidence on how to effectively support consumer partnerships in research (CPR). This paper aims to provide a practical checklist for market researchers to plan, implement, and report research where vulnerable consumers are the target population. A vulnerable consumer is someone who, due to their circumstances, may be disadvantaged or at risk in some marketplace situations. Here, it is proposed that research conducted about vulnerable consumers must include consumer co-researchers as partners in the research process. The involvement of consumers as co-researchers addresses this methodological gap to some extent by democratizing research design and empowering vulnerable consumers. The CPR Checklist is based on an integrative realistic review method, content validation via an expert panel, and includes consumer co-researcher involvement in the research process. Considering the complexities of vulnerable consumers and market research, the CPR Checklist provides a suite of 'how and why' questions to guide rigorous and ethical project conduct.
Citation: International Journal of Market Research
PubDate: 2022-11-21T10:19:58Z
DOI: 10.1177/14707853221140748
- Researching vulnerable participants: The role of critical reflexivity in
overcoming methodological challenges-
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Authors: Mona Nikidehaghani, Freda Hui-Truscott, Corinne Cortese
First page: 237
Abstract: International Journal of Market Research, Ahead of Print.
In this paper, we critically reflect on the methodological challenges encountered during a qualitative research project that examined the effectiveness of the Australian National Disability Insurance Scheme (NDIS). We draw on Lewis and Mehmet’s (2021) approach that combines aspects of autoethnography and reflexivity to focus on three key areas, inclusive research, informed consent, and recruitment, which we have considered in terms of mistrust and the roles of the gatekeeper. This paper contributes to our understanding of researching vulnerable and marginalised populations and highlights learnings for marketers as they seek to identify how to adequately capture the voices of the often voiceless. Key implications include acknowledging vulnerability as a multi-dimensional concept, adopting a continual reflective approach, selecting appropriate channels of communication, and considering team dynamics before and during research implementation. By showcasing our learning experiences, we guide other market researchers who are interested in exploring similarly marginalised or vulnerable groups.
Citation: International Journal of Market Research
PubDate: 2022-11-05T12:54:52Z
DOI: 10.1177/14707853221137467
- People with a mild intellectual disability: inclusive research lessons
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Authors: Elias Kyriazis, Alan Pomering, Heather Marciano
First page: 259
Abstract: International Journal of Market Research, Ahead of Print.
In this paper, we present guidelines for researchers working with individuals with mild intellectual disability (MID) based on the challenges and learnings from our University of Wollongong (UOW) Community Engagement Grant (2010) project where we collaborated with representatives from the Disability Sector, Cancer Council NSW and the vulnerable community of people with MID to overcome the difficulties that they face in interpreting mainstream cancer prevention messaging and take ownership of their skin cancer checking behaviour by using co-created resources that could be easily understood and acted upon by the target audience. As a result of our project, nearly 20% of our vulnerable population sample (employees of Greenacres, a disability employment provider) checked themselves for skin cancer spots for the first time after having been given a “What’s that Spot'” book and accompanying resources (bathroom mirror stickers, hand held mirrors). The successful uptake can be directly attributed to the researchers putting aside their assumptions and overcoming the biases (conscious and unconscious) from their academic training to partner with the target population in a respectful manner and genuinely embrace the concept of inclusive research, ensuring that this overlooked and vulnerable group are afforded cancer prevention resources that work for them. This inclusive approach is evidenced by the co-creation of our “thumbs up scale” to overcome the limitations of traditional Likert scale use for our target population. Further, the generation of “trust” between researchers, participants and necessary carers should be at the forefront of all research methodology designs for those wishing to conduct research with members of the MID community.
Citation: International Journal of Market Research
PubDate: 2022-12-22T07:24:41Z
DOI: 10.1177/14707853221145842
- Transformative service research methodologies for vulnerable participants
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Authors: Sarah Dodds, Jörg Finsterwalder, Girish Prayag, Ilayaraja Subramanian
First page: 279
Abstract: International Journal of Market Research, Ahead of Print.
Understanding vulnerable consumers when conducting Transformative Service Research (TSR) is essential but these consumers and their contexts are often complex and difficult to research. Despite a movement towards TSR methodologies suitable for studying vulnerable participants and their contexts, a comprehensive framework that can guide service researchers is lacking. The purpose of this paper is to investigate appropriate methods, procedures, and protocols that permit researching a wide range of vulnerable groups and exposures to vulnerable situations in TSR. This is undertaken via a review of the literature and the authors’ reflections of their experiences with researching vulnerability in various configurations (e.g., disasters, refugees, healthcare, disability, and older people). Through an iterative process of personal case reflections and group discussions blended with extant literature, patterns and insights regarding appropriate research protocols, techniques, processes, and sampling are identified. These insights contribute to the development of a comprehensive TSR framework in five research method areas including 1) consideration of the context, researcher, support persons and participants, 2) recruitment considerations relating to sampling, 3) recruitment considerations in terms of ethics and set-up, 4) data collection considerations relating to research protocol and set-up, and 5) data collection considerations. The framework can guide both academics and practitioners to enhance research outcomes for both participants and researchers.
Citation: International Journal of Market Research
PubDate: 2022-11-09T09:49:19Z
DOI: 10.1177/14707853221139204
- Amplifying marginalised consumers’ voices: A case for trauma-informed
qualitative methodologies-
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Authors: Elizabeth Crosby, Kim McKeage, Terri L Rittenburg, Natalie R Adkins
First page: 320
Abstract: International Journal of Market Research, Ahead of Print.
The lived experiences of marginalised consumers are relatively absent in the marketing canon. In this article, we propose layering a trauma-informed approach onto the qualitative research methodologies of depth-interviewing and collaging to enhance the voices of marginalised consumers. Although marketing researchers are trained to consider potential risks to research participants, little formal guidance exists on how to negotiate the research space when the phenomenon of interest involves or intersects with consumer marginalisation. Application of a trauma-informed approach (TIA) not only offers a path toward effective methodologies to better understand the lived experiences of marginalised consumers, but also provides a method to amplify their voices. Adopting a TIA approach ensuring informants’ physical and emotional safety can build trust, engage informants in the research process, and encourage open, honest responses among marginalised consumers who often feel disenfranchised in the marketplace.
Citation: International Journal of Market Research
PubDate: 2022-11-16T10:08:23Z
DOI: 10.1177/14707853221139576
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