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Journal of Advertising Research
Journal Prestige (SJR): 0.87

Citation Impact (citeScore): 2
Number of Followers: 16

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ISSN (Print) 1470-7853 - ISSN (Online) 2515-2173
Published by Sage Publications

[1176 journals]

Three little words: A pragmatic qualitative method to understand modern
markets
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  Authors: Ruffin Relja, Philippa Ward, Anita Lifen Zhao
  Abstract: International Journal of Market Research, Ahead of Print.
  This paper explores a rapid and low-intensity qualitative method that yields deep and rich insights into Generation Z and Millennials, who constitute the largest consumer group in history. This group favours frictionless digital solutions and their engagement with ‘elaborate’ qualitative techniques is unlikely, requiring researchers to marshal efficient technology-facilitated methods that render comparable insight. We assess the capacity of a ‘simple’ projective technique – online word association, accompanied by a few supporting questions – to offer as fine-grained insight into this consumer group against a more involved story stem completion method. The UK buy-now-pay-later (BNPL) context provides a complex novel market for this examination. Results suggest strong conceptual interconnection between the word association and the story stem completion task. Word associations generated similar resonance and tonality to that of the story stem but in a more compact manner, which liberates researchers and participants alike. The word association task focuses and delineates attention on a narrower set of words, not often done in the context of more traditional qualitative techniques, including story stem completion. Young consumers’ vocabularies reveal their most salient perceptions of the phenomenon. The word association task also facilitates Generation Z and Millennials’ active and positive online engagement, removing resistance and withdrawal from the research. This improves marketing response through immediacy, relevancy, and potency.
  Citation: International Journal of Market Research
  PubDate: 2023-11-30T12:06:43Z
  DOI: 10.1177/14707853231219927
Handling the Inconsistency between Self-Report and the Actual Behavior:
Validity of Excluding Survey Participants with Insufficient Effort
Responding
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  Authors: Makito Takeuchi, Junichiro Niimi, Takahiro Hoshino
  Abstract: International Journal of Market Research, Ahead of Print.
  In this study, we aimed to understand and reduce the difference between self-report in a survey and the actual behavior. Thus, we investigated whether such a difference was caused by participants who engaged in insufficient effort responding (IER), which has been receiving increasing research attention. We collected and analyzed data of actual and self-reported smartphone game usage from behavior logs and survey responses including the items associated with the IER scale, respectively. The results confirmed a strong tendency of overreporting and low correlations between the behavior log and survey responses for IER participants. Although the distributions of survey responses differed between IER participants and others, those of the behavior log did not. In conclusion, when IER participants are excluded, the difference between the behavior log and survey responses reduces, but the distribution of the actual behavior remains the same without selection bias.
  Citation: International Journal of Market Research
  PubDate: 2023-11-29T03:47:35Z
  DOI: 10.1177/14707853231209933
Taking the measure of net promoter score: An assessment of construct and
predictive validity
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  Authors: Susana Jaramillo, George Deitz, John D. Hansen, Emin Babakus
  Abstract: International Journal of Market Research, Ahead of Print.
  Although the lay appeal of the Net Promoter Score (NPS) is undeniable, scholars have noted concerns over its use based on conceptual and empirical grounds. We address these concerns through an examination of three research questions: (1) To what extent do NPS responses correspond to actual word-of-mouth behaviors' (2) Do NPS responses exhibit measurement invariance across key demographic groupings' (3) How well does NPS perform (as opposed to customer satisfaction scores) as a predictor of financial performance' Study results show that NPS scores correspond to reported word-of-mouth exposure for most, but not all, product categories; NPS responses are invariant across demographic groupings; and that when examined separately, both customer satisfaction and NPS are significant predictors of differences in financial performance, but customer satisfaction explains slightly more variance. We discuss the managerial and theoretical implications arising from these results.
  Citation: International Journal of Market Research
  PubDate: 2023-11-23T10:22:21Z
  DOI: 10.1177/14707853231213274
NPS from the customer’s perspective: The influence of the recent
experience
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  Authors: Jonna Pechter, Andres Kuusik
  Abstract: International Journal of Market Research, Ahead of Print.
  The Net Promoter Score (NPS) is a popular metric for measuring customer loyalty and is claimed by Reichheld to predict a company’s growth. However, various academic studies provide controversial results regarding its reliability and prediction powers. This study analyzes how respondents answer the likelihood-to-recommend (LTR) question in different predescribed and validated situations. One thousand participants are presented with situation descriptions that consist of previous and recent experiences with a bank and are asked how they would respond to the LTR question after such an experience. The results indicate that respondents do not always give a high score for good experiences, and a low score for bad experiences. However, with a high number of respondents, the different answering approaches even out, and the NPS results are higher for good than for bad experiences. Additionally, we notice that whereas negative experiences are evaluated as low by all respondents, Generation X and Boomers tend to give lower scores for neutral and positive experiences. Those with lower income and basic education give lower scores for neutral experiences. The recent experience influences the customer’s likelihood of recommending more than the previous experiences with the company.
  Citation: International Journal of Market Research
  PubDate: 2023-11-14T02:05:13Z
  DOI: 10.1177/14707853231214188
Display of battery items in web and mail surveys: Grids versus
item-by-item and radio versus wide buttons
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  Authors: Kristen Olson, Jolene D Smyth, Angelica Phillips
  Abstract: International Journal of Market Research, Ahead of Print.
  How to display questions that are part of a battery in self-administered surveys is an important decision. Battery items may be displayed in a grid in a mail survey or computer web survey, but are often displayed as individual items on mobile devices. Although past research has compared grids to item-by-item displays in computer and mobile web surveys, almost no work has compared these displays in mail surveys. Additionally, many web survey templates use wide rectangular buttons to select response options in individual items using a mobile-optimized design, different from the standard round answer space format typically used in mail surveys. In this study, we experimentally test grid versus item-by-item displays and round radio buttons versus wide rectangular buttons for battery items in a probability-based general population mixed-mode mail + web survey of adults in Nebraska. Consistent with past research, we find that item-by-item displays reduce straightlining rates compared to grid designs. We also find that respondents are less likely to select the last two response categories in the item-by-item displays than in the grid displays. Smartphone and computer web respondents have higher item nonresponse rates than mail respondents, and web respondents have lower straightlining rates than mail respondents, accounting for respondent characteristics. Reassuringly, there is no difference in data quality outcomes across radio button versus wide button formats. These findings replicate past research that item-by-item displays reduce straightlining but may shift answer categories. These findings suggest that questionnaire designers can combine round radio button answer spaces on mail surveys with wide buttons on web surveys on battery items with little difference in data quality.
  Citation: International Journal of Market Research
  PubDate: 2023-10-28T09:37:18Z
  DOI: 10.1177/14707853231210223
The Transmission of Advertising by Word of Mouth
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  Authors: Robert East
  Abstract: International Journal of Market Research, Ahead of Print.
  Part of the sales effect of advertising arises through its transmission into word of mouth (WOM). Evidence on the scale of this transmission is considered and an argument is made that barriers to the carryover of ad effect into WOM may operate when a category lacks a precise form and when an ad lacks content that can be used directly in WOM. The transmission of the ad message into WOM should be an objective of those creating ad copy and this transmission should be measured in ad pretests.
  Citation: International Journal of Market Research
  PubDate: 2023-10-27T09:32:31Z
  DOI: 10.1177/14707853231209898
From Research to Action: Enhancing Net Promoter Score Utilization in
Managerial Practice
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  Authors: Sven Baehre
  Abstract: International Journal of Market Research, Ahead of Print.
  Despite its widespread adoption by industry, the academic literature is quite skeptical about the Net Promoter Score (NPS). Given the persistent use of NPS by managers, this research note provides a deeper understanding of its practical implementation while exploring the potential benefits NPS offers to managers, focusing on the distinction between transactional and brand health NPS. Furthermore, this research note also introduces five essential managerial considerations for using NPS, further extending the scope for managerial-relevant future research.
  Citation: International Journal of Market Research
  PubDate: 2023-10-27T05:51:09Z
  DOI: 10.1177/14707853231209893
Thematic analysis of observed interviewer misbehaviours: An audit approach
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  Authors: Loo Seng Neo, Kelly Tan, Heng Hong Tan, Edrea Teo, Lay Ling Ng, Wei Liang Tan
  Abstract: International Journal of Market Research, Ahead of Print.
  While survey research has expanded rapidly in recent times, little scholarly work has examined interviewer misbehaviour. Inspired by audit principles, this paper aims to identify themes of misbehaviours associated with interviewing. Using thematic analysis, it provides exploratory insights into misbehaviours vis-à-vis audit reports prepared by auditors through their observations of interviewers administering face-to-face surveys. 398 audit reports were reviewed and scrutinised for depictions of misbehaviour, and a total of eight themes were derived. These themes were then aggregated into three domains: issues with asking questions (78%), issues with probing answers (16%), and issues with conduct (5%). Analysis of the themes reveals behavioural patterns that point to actionable areas that researchers and market research agencies can adopt to curb misbehaviour. The findings are also discussed with respect to the utilisation of the audit perspective in deepening our understanding of interviewers and their behaviours.
  Citation: International Journal of Market Research
  PubDate: 2023-10-17T08:30:54Z
  DOI: 10.1177/14707853231206356
Old world assessment of new world provenance cues: An Italian perspective
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  Authors: Lara Agnoli, Steve Charters, Denton Marks, Valeriane Tavilla
  Abstract: International Journal of Market Research, Ahead of Print.
  Discussion of terroir emerged from “Old World” producers explaining their wines’ provenance and special nature and consumers wondering why one wine’s flavor differs from another’s despite no apparent difference in winemaking. European markets have entertained the concept far longer than their New World counterparts, applying it to a range of agricultural and place-based products. This paper asks how European consumers evaluate a New World wine’s terroir, studying results from a large Discrete Choice Experiment of Italian consumers considering Californian wine. We find a generally negative perception of the legal designation of terroir, expressed through the US American Viticultural Area label, and preference for a relatively broad definition of the wine’s geographic provenance. However, a terroir story focused on the specific site is most popular. Evidence of utility increasing with price suggests the price-quality heuristic. Three latent classes depicting preference models emerge which in turn have implications for producers of place-based products.
  Citation: International Journal of Market Research
  PubDate: 2023-09-15T11:35:34Z
  DOI: 10.1177/14707853231202759
How to signal product variety on pack: an investigation of color and image
cues
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  Authors: Ella Ward, Jenni Romaniuk, Giang Trinh, John Dawes, Virginia Beal
  Abstract: International Journal of Market Research, Ahead of Print.
  Line Extensions are among the most common form of product launch in packaged goods markets. As part of this process, brand managers must decide the visual design of the new variant’s packaging. To inform this decision making, this research aims to empirically quantify the efficacy of using colors versus images as signals of product variety on pack. We compare the use of color on 576 packs with perceptions of 1,853 category buyers across three categories in the USA. We find that for 84% of variant types, marketers use common colors to signal variety on pack, while consumers perceive that only 56% of variant types are represented by a particular color. Of greater concern, the colors used in practice and those expected by consumers align in only 16% of cases. By comparison, images are linked to variant types to a significantly greater extent (39% of cases). This suggests images are a stronger and more explicit signal of product variety than color. There are multiple implications arising from this study. It expands scholarly research on the use of colors in product extensions and, at the same time, provides a series of valuable benchmarks for industry practice in the portfolio management domain.
  Citation: International Journal of Market Research
  PubDate: 2023-09-14T07:27:21Z
  DOI: 10.1177/14707853231201852
Exploring the post-COVID lipstick effect: A short report
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  Authors: Aurore Bardey, Daniel Almaguer Buentello, Jekaterina Rogaten, Anastasiia Mala, Ameerah Khadaroo
  Abstract: International Journal of Market Research, Ahead of Print.
  The ‘lipstick effect’ has been referred to as increased sales of beauty products post-crisis. The phenomenon happened after the Great Recession of 2007–2009 and even after the Great Depression of the 1930s. To date, no research focused on studying the post-Covid lipstick effect. Our study aimed to explore and quantify the post-Covid lipstick effect, with three studies exploring the long impact of the pandemic on clothing and beauty practices. Using qualitative analysis, Study 1 showed an impact of the first two lockdowns on fashion and beauty practices in women but not in men. Female students spent considerable time exploring their relationship with fashion and beauty products with a link to self-identity, while male students did not change their fashion and beauty practices. Our Study 2 showed that female participants chose a more vivid and wider range of colours since the Covid pandemic. Our Study 3 highlighted that female participants used a lower quantity with less frequent makeup since Covid. Our report highlighted, for the first time, a specific lipstick effect post-Covid, namely the ‘self-centred lipstick effect’.
  Citation: International Journal of Market Research
  PubDate: 2023-09-08T02:27:11Z
  DOI: 10.1177/14707853231201856
The Untested Assumption: Can a Net Promoter Study Be Used to Improve Net
Promoter Score'
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  Authors: Lance A Bettencourt, Mark B Houston
  Abstract: International Journal of Market Research, Ahead of Print.
  Despite scholarly critiques, use of the Net Promoter Score (NPS®) continues to grow in popularity among firms. Even researchers who criticize NPS recognize its potential for predicting desirable customer behaviors and revenue growth. However, a firm’s goal in measuring NPS is not to simply assess it, but to be empowered to improve that score. This goal begs an important question: Does a “net promoter” study provide the insights that a firm needs to improve their NPS' The critical, but untested, assumption in NPS use is that the insights gained from open-ended customer comments in a net promoter study can be used to set improvement priorities that will increase future NPS likely-to-recommend ratings. Through two distinct studies, one in a business-to-business context with auto dealership decision-makers and one in a business-to-consumer context with vehicle repair customers, we investigate this assumption. Our results reveal that the critical untested assumption of a net promoter study is questionable. The convergence is low to moderate between open-ended priorities from a net promoter study and predictors of the standard ‘likely-to-recommend’ NPS question. We also find that the convergence between customers’ open-ended priorities and their stated and derived priorities from closed-ended responses is higher for NPS detractors and passives than promoters, but it is still only moderate. The strength of this convergence of priorities is also impacted by the wording of the questions used to elicit customers’ open-ended priorities. Firms using open-ended comments to set priorities should ask customers, especially detractors, to identify areas for improvement. In addition, they should supplement open-ended customer feedback with closed-ended questions to get customers’ performance ratings in relation to their specific needs.
  Citation: International Journal of Market Research
  PubDate: 2023-09-07T07:12:36Z
  DOI: 10.1177/14707853231198780
Investigating respondents’ willingness to participate in video-based
web surveys
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  Authors: Jan Karem Höhne, Conrad Ziller, Timo Lenzner
  Abstract: International Journal of Market Research, Ahead of Print.
  Recent developments in communication technology and changes in people’s communication habits facilitate new data collection forms in web surveys. Technical devices, such as computers, tablets, and smartphones, enable researchers to rethink established communication forms and add a human touch to web surveys. Designing web surveys more human-like has the great potential to make communication between researchers and respondents more natural, which may result in higher survey satisfaction and data quality. Considering the existing survey literature, there are only a few studies investigating respondents’ willingness for new communication forms in web surveys. Hence, in the present study, we explore respondents’ willingness to take part in web surveys to have interviewers read questions via pre-recorded videos (question delivery) and in which respondents provide their answers orally via self-recorded videos (question answering). We included two willingness questions – one on question delivery via pre-recorded videos and one on question answering via self-recorded videos – in the non-probability SoSci panel in Germany. The results reveal that respondents’ willingness to have questions read by interviewers is higher than their willingness to self-record video answers. Believing that technology facilitates communication and perceiving the survey as being interesting increases willingness, whereas evaluating the survey topic as sensitive decreases willingness. Personality traits do not play a role when it comes to respondents’ willingness, except for extraversion.
  Citation: International Journal of Market Research
  PubDate: 2023-09-01T03:18:41Z
  DOI: 10.1177/14707853231198788
Net promoter score and future consumer behavior in the casino gaming
industry
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  Authors: Sanghee Kim, Thomas S Gruca
  Abstract: International Journal of Market Research, Ahead of Print.
  The Net Promoter Score (NPS) is a widely used measure of customer loyalty. It was touted as “the one number you need to grow” due to a purported relationship between the NPS and firm growth. A number of academic papers have examined this macro relationship with decidedly mixed results. In this study, we focus on the micro relationship between a customer’s loyalty segment (Promoter, Passive, or Detractor) and purchasing behavior. While other studies focus on the relationship between a customer’s NPS segment and word of mouth (the other driver of firm growth), only a few have examined the impact of the NPS segment on consumer retention and future spending. Unlike prior studies using consumers, we have objective measures of retention, past spending, and future spending. We explore three important research questions: (1) Does past purchase behavior vary differ across the NPS segments' (2) Does future consumer behavior vary across the NPS segments' And (3) How do the NPS segments compare to other metrics in predicting future consumer behavior' Our data comes from post-visit surveys and transaction histories from the casino gaming industry. We find Promoters have significantly higher levels of past spending, retention, and future spending (controlling for past spending) than Detractors. However, using other metrics such as satisfaction or likelihood-to-revisit provides comparable fit to the data. Furthermore, the average difference in future spending between the Promoters and Defectors is small, despite its statistical significance. While this study provides empirical validation of the use of the NPS segments to capture differences in consumer behavior, managers have options with comparable explanatory power to measure the state of their relationships with customers. This study adds to the very limited empirical research that validates the assumptions about consumer behavior that underlie the use of the NPS for predicting firm growth.
  Citation: International Journal of Market Research
  PubDate: 2023-08-31T07:30:58Z
  DOI: 10.1177/14707853231198777
The net promoter score: What should managers know'
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  Authors: John G. Dawes
  Abstract: International Journal of Market Research, Ahead of Print.
  The Net Promoter Score (NPS) is a popular management tool that is used in a variety of ways by firms, not-for-profits, and government. This study firstly provides an overview of the various ways in which the NPS is used. It then canvasses four concerns raised by researchers, authors and commentators about the NPS. These relate to (1) its presumed link to business growth, (2) the assumption that low NPS scores indicate negative word of mouth, (3) the weak association between stated likelihood to recommend and actual recommending, and (4) the claim that NPS is a superior metric to customer satisfaction. The evidence pertaining to those concerns is examined. The study then discusses another problem with the NPS that many practitioners are aware of, but has not been studied. The problem is that the counting method used to calculate the NPS introduces additional variation in scores compared to mean average likelihood-to-recommend scores. This additional variation occurs both across brands in a study, as well as for the same brand over survey waves. This variation is likely to be difficult for market research providers, or those who commission NPS work, to explain. The study concludes with alternative courses of action for NPS users.
  Citation: International Journal of Market Research
  PubDate: 2023-08-25T05:00:26Z
  DOI: 10.1177/14707853231195003
Marketing analytics stages: Demystifying and deploying machine learning
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  Authors: Leonard J Paas
  Abstract: International Journal of Market Research, Ahead of Print.
  Organisations that develop analytical capabilities can leverage advanced data platforms and cloud-based solutions; they may also experiment with sophisticated machine learning algorithms. But when business analysts or data scientists fail to bridge the gaps among data, analytics, and decision-making, it might imply a premature implementation of complex data analytics. This article aims to derive clear guidelines from management literature to formulate a stepwise approach for deploying marketing analytics with increasing levels of complexity. Furthermore, we demystify the relevant jargon.
  Citation: International Journal of Market Research
  PubDate: 2023-08-12T01:00:16Z
  DOI: 10.1177/14707853231191726
Positionality, inter-subjectivity and reflexivity in Muslim minority
research
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  Authors: C Michael Hall, Girish Prayag, Youri Oh, Mahshid Ahdiyeh Mahdavi, Lim Xin Jean
  Abstract: International Journal of Market Research, Ahead of Print.
  Drawing substantially on epistemologies developed in the context of vulnerable populations and responding to calls for greater epistemic justice in marketing research, an intersectional framework involving positionality, partiality, reflexivity, and situated knowledges is proposed to reflect on undertaking market research with Muslim minority populations in non-Muslim majority countries. This population is often highly vulnerable due to stigmatisation, Islamophobia and processes of othering that affect Muslim consumer behaviour, practices and identity. The framework is derived from reflexive experiences of market research undertaken by the authors on and with Islamic consumers both on an individual and collective basis and from relevant literature. The framework highlights the relational nature of the research experience and the situatedness and positionality of both the researcher and researched. In the case of research with Muslim populations we also draw out the significance of religious identity, ideology and religiosity; intersectionalities, including gender; and religious and cultural power as framed by cultural and institutional practices and which affect notions of class and attitudes to the other. We propose an approach that helps overcome Muslim/non-Muslim binaries that flatten the lived notions of the Muslim experience and consumption practices and instead provide for a richer and more representative account of Muslim identity. However, this approach also heightens researcher sensitivity to the situatedness of Muslims within social norms and the implications that this has for anonymity.
  Citation: International Journal of Market Research
  PubDate: 2023-08-08T02:27:35Z
  DOI: 10.1177/14707853231194984
Advancing basic psychological needs theory in marketing research
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  Authors: Faheem Gul Gilal, Justin Paul, Rukhsana Gul Gilal, Naeem Gul Gilal
  Abstract: International Journal of Market Research, Ahead of Print.
  This paper presents a rigorous and in-depth systematic review of the literature on Basic Psychological Needs Theory (BPNT) and its applications in marketing research. Despite the widespread use of conventional models and theories in marketing research, motivational theories, such as BPNT, which have demonstrated significant effectiveness in driving motivation, have been relatively neglected. BPNT proposes that fulfilling basic psychological needs for autonomy, competence, and relatedness (ACR) leads to intrinsic motivation, emotional stability, and strong attachment. Our systematic review identifies how the constructs underpinned by BPNT have been utilized, as well as what research designs, contexts, and methodologies have been applied in marketing research. By integrating BPNT into marketing research, the authors aim to provide researchers with much-needed directions for future research and advocate for its continued growth. Specifically, the review notes tensions in terms of contradictory findings, identifies major gaps, and operationalizes BPNT in marketing research by establishing a set of marketing priorities (provided in the form of testable propositions) in seven major domains under the lens of BPNT. As the first systematic literature review of its kind, this theoretical study serves as an essential reference and valuable resource for scholars and practitioners aiming to explore and integrate BPNT into their research and practice.
  Citation: International Journal of Market Research
  PubDate: 2023-06-27T04:03:46Z
  DOI: 10.1177/14707853231184740
To recommend or not recommend is the question: Does NPS predict
word-of-mouth'
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  Authors: Ann Schlosser
  Abstract: International Journal of Market Research, Ahead of Print.
  The Net Promotor Score (NPS) is ubiquitous, relying on a single-item question to capture consumers’ word-of-mouth (WOM). The question asks consumers for their likelihood of recommending a brand to friends and colleagues. Despite its popularity and advantages over longer satisfaction surveys, NPS has potential weaknesses. Among them are that the NPS question (1) is double-barreled by asking in a single question for likelihood to recommend to friends and likelihood to recommend to colleagues, (2) focuses on recommendations, and thus, ignores consumers’ likelihood to spread negative WOM, and (3) ignores online WOM, which often involves recommendations to strangers rather than friends or colleagues. This paper empirically tests these three potential weaknesses of the NPS measure on the WOM conclusions derived from NPS. Specifically, three experiments vary whether NPS assesses likelihood to recommend to a friend and colleague in a single question (how NPS is currently measured) or in two separate questions. In addition, NPS is compared to responses to an explicit negative WOM question (intent to warn others about the brand). Moreover, across studies, the NPS is reported for a recent positive experience and either a recent negative experience or a recent mixed experience. NPS is also compared to likelihood to engage in online WOM in terms of posting an online review and the intended online rating. By examining these issues, this research sheds light on consumers’ interpretations of NPS, the factors that influence these interpretations, and how these factors affect NPS’ ability to predict negative WOM, online WOM, as well as satisfaction, loyal behavior, and WOM in general.
  Citation: International Journal of Market Research
  PubDate: 2023-06-24T02:09:23Z
  DOI: 10.1177/14707853231186309
Introducing the Validation of Data Quality Indicators Through
Re-Classification: The example of SQP and pretest surveys
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  Authors: Cornelia E Neuert, Tobias Gummer
  Abstract: International Journal of Market Research, Ahead of Print.
  The present study introduces the concept of validating data quality indicators through re-classification. We use the term re-classification to mean the evaluation of how well an indicator detects the quality of different versions of a survey question for which the quality is known a priori. We illustrate its application with two examples. In both, we make use of 12 questions from prior experiments that manipulated text features of questions to create ‘low’ and ‘high’ quality versions of each question. In the first example, we coded each question version in SQP 2.1 to obtain indicators of validity, reliability, and quality. We compared these indicators between the two versions of each question to assess whether the SQP outcomes were sensitive to text features. In the second example, we used a pretest survey to obtain three indicators of survey quality: response latencies, item nonresponse, and consistency over time. Again, we compared these indicators between question versions to assess whether the indicators were sensitive to text features. We give recommendations for applying re-classification and an outlook for future research opportunities.
  Citation: International Journal of Market Research
  PubDate: 2023-06-21T06:01:17Z
  DOI: 10.1177/14707853231184745
Interviewer-Observed Paradata in Mixed-Mode and Innovative Data Collection
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  Authors: Tanja Kunz, Jessica Daikeler, Daniela Ackermann-Piek
  Abstract: International Journal of Market Research, Ahead of Print.
  In this research note, we address the potentials of using interviewer-observed paradata, typically collected during face-to-face-only interviews, in mixed-mode and innovative data collection methods that involve an interviewer at some stage (e.g., during the initial contact or during the interview). To this end, we first provide a systematic overview of the types and purposes of the interviewer-observed paradata most commonly collected in face-to-face interviews—contact form data, interviewer observations, and interviewer evaluations—using the methodology of evidence mapping. Based on selected studies, we illustrate the main purposes of interviewer-observed paradata we identified—including fieldwork management, propensity modeling, nonresponse bias analysis, substantive analysis, and survey data quality assessment. Based on this, we discuss the possible use of interviewer-observed paradata in mixed-mode and innovative data collection methods. We conclude with thoughts on new types of interviewer-observed paradata and the potential of combining paradata from different survey modes.
  Citation: International Journal of Market Research
  PubDate: 2023-06-21T04:27:58Z
  DOI: 10.1177/14707853231184742
Systematic Review Research in Marketing Scholarship: Optimizing Rigor
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  Authors: Philip Coombes
  Abstract: International Journal of Market Research, Ahead of Print.
  Literature reviews are an essential feature of academic research because, fundamentally, the advancement of knowledge must be built on prior existing work, and to push the frontiers of knowledge, one must be clear as to where these frontiers presently are. By systematically analyzing, synthesizing, and summarizing bodies of related literature, hypotheses can be tested and/or new theories and insights developed. However, despite the recent increase in systematic review research in business and management, and particularly marketing literature, arguably, many reviews continue to be poorly undertaken and reported due to a lack of a rigorous modus operandi for their journal editors, reviewers, and readers. The purpose of this paper is twofold, first to offer marketing researchers and practitioners a modus operandi to better demonstrate the optimization of rigor when undertaking quantitative systematic review research, and second to represent a call-to-action for marketing scholarship to engage further with optimizing rigorous systematic review research in the future. The paper thereby contributes to marketing literature by offering researchers and practitioners a three-stage protocol to demonstrate the optimization of rigor when undertaking systematic review research.
  Citation: International Journal of Market Research
  PubDate: 2023-06-17T12:35:48Z
  DOI: 10.1177/14707853231184729
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
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
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