Pinpoint the case evidence you need – search by industry, objective, media and more.
Creative TV and video executions from the most innovative and market-leading brands.
Browse campaigns from the world's leading advertising and marketing effectiveness awards.
The latest from our annual case study competitions.
Our ranking of the world's best marketing campaigns and companies.
Browse Warc by subject.
Brands & branding
Consumer research & insight
Media channels & touchpoints
Key Warc papers on marketing best practice.
In-depth analysis of 200 global brand owners.
Develop your skills as a marketing strategist.
Latest reports from Warc and trusted partners offering unique insights into current trends.
The driving forces behind consumer behaviour.
New developments for industries and sectors.
Strategic insight for the marketing of brands.
Media & Tech
Latest innovations in media and technology.
Insight and intelligence for countries and regions.
Daily coverage of key developments for marketers worldwide.
The Warc Blog
Insights, opinions and fresh new thinking from our team of bloggers around the world.
Forecasts and Data Homepage
Overview of databases, forecasts and reports.
Annual ad expenditure data for 90 markets.
International Ad Forecast
Warc's forecasts for adspend in 12 key markets.
Consensus Ad Forecast
Adspend forecast aggregating several sources.
Media Costs Database
Compare costs across media and markets.
Global Marketing Index
A monthly indicator of the state of the industry.
Key briefings from major conferences and events in the US, Europe and Asia Pacific.
Plan your schedule of must-attend events with our global calendar of conferences.
Learn how to tackle key marketing challenges from leading experts in our series of in-depth webinars.
Content & Partners
What Our Clients Say
Request a Trial
For our market-leading publications and events
Contact us on +1 202 778 0680
Do I Subscribe?
YOU SEARCHED FOR:
REFINE YOUR RESULTS BY:
ESOMAR Conference papers
Int. Journal of Market Research
Date: newest first
Date: oldest first
How to mine brand Tweets: Procedural guidelines and pretest
Includes video content
Recommended by Warc editors
Shintaro Okazaki, Ana M. Díaz-Martín, Mercedes Rozano and Héctor D. Menéndez-Benito, International Journal of Market Research, Vol. 56, No. 4, 2014, pp. 467-488
This paper presents a methodological framework for using opinion mining to analyse comments on social networking sites.
This paper presents a methodological framework for using opinion mining to analyse comments on social networking sites. A series of procedural recommendations is described and compared with the content analysis method. The major steps include brand selection, determination of a classification scheme and categories, human coding, programming of the automated classification algorithm, and evaluation of the classification results. We then present the results of a pretest that examined the content of Tweets about IKEA. After human coding of 100 Tweets, the automated classification was carried out. The Precision measure achieved more than 65% for the first classification (Satisfaction, Dissatisfaction and Exclude) and 64% for the second classification (Sharing, Information, Opinion, Question, Reply and Exclude), demonstrating the efficiency of mining Tweets for emotional patterns. Combining the two classification schemes, the pretest performs a social network analysis to identify interrelationships among the Tweets. In closing, methodological implications and utility for marketing research are discussed.
Inspirational customers dialogues: The journey behind the global evaluation of the 2013 IKEA catalogue
Includes video content
Recommended by Warc editors
Frederic Gennart and Tom De Ruyck, ESOMAR, 3D Digital Dimensions, Boston, June 2013
This paper demonstrates how IKEA, the world's largest furniture retailer, evaluated the 2013 edition of its catalogue through Market Research Online Communities (MROCs) in Germany, Italy, Poland, US and China.
This paper demonstrates how IKEA, the world's largest furniture retailer, evaluated the 2013 edition of its catalogue through Market Research Online Communities (MROCs) in Germany, Italy, Poland, US and China. The annual catalogue is IKEA's main communication channel globally and IKEA needed to address a key marketing challenge global brands are confronted with: how to ensure that global communication efforts stay locally relevant. The paper also shows what's next for MROCs and shares best practices in moving an existing qualitative project online, creating internal buy-in for emerging methods, engaging internal audiences with the results, reactivating a MROC and using a MROC as the backbone while fusing it with other qualitative, quantitative and observational research techniques.
YOU ARE IN THE WARC INDEX:
Furniture & furnishings retail
Automotive accessories retail
Clothing & fashion retail
Home improvement retail
Pharmacies & drugstores
Restaurants & takeaways
Shopping centres, malls
Supermarkets & grocery stores
Household & domestic
Furnishings & fittings
is a common phrase, your search results have been restricted to items that contain this term as an exact phrase.
To search for
without automatic phrasing
(this will find items containing all the words in your search term, but not only as a phrase).
If you want to search for other exact phrases, simply put your terms in quotes. There is more about search on the