Theories of research: Methodological concepts and in...

 

Marketing research, often in the form of surveys, is one of the critical tools marketing managers use to guide decision making. Although this occurs in all environments, developing markets present pro ...

'Everyone is going to be talking touchpoints as the year progresses.' This was Mark Ritson's prediction in the first edition of Marketing Magazine in 2007. But how is this new focus going to affect th ...

The last few years have been marked by an increasing number of articles concerned with the future of market research. Their concerns are based around an increasing belief that our historic models are ...

Market research is a magpie business. It has a wonderful history of borrowing from other disciplines and turning bright shiny things from the margins into powerful and insightful tools. The activiti ...

Mike Cooke expresses his opinion on blogging, arguing that this rapidly growing phenomenon (in which he includes social networking and content-sharing websites) is having a massive influence on consum ...

The research industry is still wedded to the old paradigms of research. These evolved to meet the needs of different business functions and reflect the business thinking that was dominant at the times ...

Consciously or unconsciously, market researchers systematically distort what they actually want to understand: the consumer. They often implicitly assume rational behaviour, neglect interdependencies ...

This paper reviews the history of innovation and mistakes in order to use the power of hindsight to improve foresight, in particular to improve the chances of spotting whether a new idea is powerful p ...

With large companies committed to organic growth, innovation is once again central to their mission and the need for concept screening and testing greater than ever. These companies face huge budget p ...

This paper describes how the concept of ‘slow’ could be applied to market research. The author coined the concept of ‘Slow Research’ at the 2004 Technovate seminar. The idea was to describe a way in w ...

In this unusual and thought provoking article Omar Mahoud challenges some long accepted beliefs. He asks three questions: how can money be spent more wisely?; how can risks be more accurately assessed ...

This conceptual paper concerns information processing, and focuses on the methods and mechanisms used by marketers and academics in attempting to explore mental processes, particularly regarding perce ...

In this concisely written article Janis Wilson describes a new way to consider brands and their positioning based on the triune brain model, developed originally in the 1970s, that splits the brain o ...

This is the first of three articles by Spike Cramphorn on effective advertising research. He highlights the importance of the brand-person-relationship (PBR) and describes how pre- and post tests sho ...

Robert Heath responds to Millward Brown's critique of his book 'The Hidden Power of Advertising' which appeared in the July 2002 issue of Admap. He reviews his theories on the significance of high i ...

Uses semiotics amongst other techniques to explore the current and potential 'position' of market research. Concludes that the current research discourse is based on a set of taken-for-granted assumpt ...

Feel.States is the term I am using to describe the underlying physiological, emotional and societal drivers that help us to understand 'people' behaviour.The thinking considers, and addresses, the fee ...

The process and output of international qualitative marketing research is examined using the four pillars of Ritzer’s McDonaldization thesis: efficiency, calculability, predictability and control. The ...

The paper suggests that though it is increasingly accepted that the future of the industry rests in using insights based on data as a basis for action, there is no generally accepted, systematic and a ...

This paper examines the future of South America, its relation with youth culture and the implications for marketing and strategies that can be adopted in the international market. The paper explains h ...

This paper - in the form of a ten-step guide - is aimed at helping improve the quality of information-based business decision making. The paper encourages information suppliers to think more closely a ...

Technological advances are engendering debate on the survey production line, but the process is only part of the story. Are we in the grip of a drive not towards insight but towards mere automation? D ...

Two streams of online research have developed. In the first (largely adopted by 'traditional' research agencies), traditional survey and/or question-based techniques are undertaken across digital medi ...

Purchase decisions for new technologies and services are becoming more difficult as the complexity and novelty of the services increase. As purchase decision becomes more complex, so must our market r ...

This brief article examines research validity assessment, emphasising the importance of sampling standards and measurement methodology. It further suggests that external validation, meta-analysis, rep ...

The paper seeks to establish whether there are methodologies that could improve the robustness of survey evidence as presented in court in cases, for example, of intellectual property disputes. Contra ...

The authors develop a theoretical framework that specifies how customer satisfaction affects future customer behaviour and, in turn, the level, timing, and risk of future cash flows. Empirically, they ...

The author argues for greater rapport between academic and practitioner-oriented marketing researchers. Academics often provide new thoughts on methodology but the value of these ideas eventually rest ...

Elements of chaos theory are used as a metaphor for aspects of marketing methodology, to encourage managers to question conventional wisdom that executive action taken on the basis of rational analysi ...

The paper develops a general model of retail format choice for non-durable goods to explore the possible impact of different types of outlet such as supermarkets, convenience stores and food warehouse ...