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Putting theory into practice
Tom Vannozzi and Stephen Skippon, Market Research Society, Annual Conference, 2013
This paper shows how behavioural economics (BE) and social psychology can be incorporated into market research methodologies to reveal non-conscious or irrational drivers of consumer attitudes, behaviours and decision making.
This paper shows how behavioural economics (BE) and social psychology can be incorporated into market research methodologies to reveal non-conscious or irrational drivers of consumer attitudes, behaviours and decision making. The paper focus focuses on three specific case studies that have integrated BE knowledge frameworks into quantitative research approaches. The first case study shows how non-conscious influences of social biases (sometimes called rules of thumb, heuristics or short cuts) impact on choices made in a supposedly rational business environment. The second example explores how behaviour can be influenced by non-conscious processing of social norming messages. The third challenges the traditionally held views that attitudes are usually seen as relatively stable, by showing that attitudes can be affected by the non-conscious goals that are active in the mind.
'Ready to complete the survey on Facebook': Web 2.0 as a research tool in business studies
Aleix Gregori and Fabiola Baltar, International Journal of Market Research, Vol. 55, No. 1, 2013, pp. 131-148
Practical issues associated with sampling and data collection are of real concern to business researchers.
Practical issues associated with sampling and data collection are of real concern to business researchers. Some important methodological issues are the willingness to participate of the individuals and the provision of accurate information. Therefore, the aim of this article is to present the results obtained from the combination of social networking sites (Facebook) with an online questionnaire to study transnational entrepreneurs in Spain. The article analyses the pattern of answer of 219 entrepreneurs surveyed, and a cluster analysis of respondents and types of question is developed. The conclusion is that new technologies can help researchers to tackle some of the limitations associated with the administration of surveys to business people (e.g. lack of motivation to answer, intermediate filters) and can improve the quality of the information collected (e.g. higher level of response to confidential questions). However, it is acknowledged that ethical and methodological considerations are of great importance in this kind of study.
Multilingual elite-interviews and software-based analysis: problems and solutions based on CAQDAS
Rudolf R. Sinkovics and Elfriede Penz, International Journal of Market Research, Vol. 53, No. 5, 2011, pp. 705-724
Qualitative international research is increasingly popular in marketing, management and business practice.
Qualitative international research is increasingly popular in marketing, management and business practice. Cultural dimensions, most importantly language, play a central role in this research context. The importance of language in the context of questionnaire design and international data gathering has long been stressed in various sources (Pike 1966; Brislin 1970; Piekkari & Welch 2004). However, the practice of qualitative data collection and analysis has not been addressed sufficiently, although new and innovative software-based tools are available to help these efforts. This paper deals with methodological and practical issues in analysing qualitative interviews with corporate elites. We illustrate conceptual challenges in setting up qualitative projects that build on interviewing corporate elites and address practical implementation issues in terms of multilingual coding, node creation and theory building by means of computer-assisted qualitative data analysis software (CAQDAS). To this end a specific empirical example will be used.
Local Small and Medium Enterprises in Less Developed Countries: Where Multitasking Researchers and Non-Traditional Research Approaches Are Required
Dung Tran Ngoc and Thong Tuong Tuan, ESOMAR, Asia Pacific, Melbourne, 2011
Success in the market research industry might well be coming from local SMEs (Small and Medium Enterprises) segment and not just coming from the traditional focus on big multinational corporations.
Success in the market research industry might well be coming from local SMEs (Small and Medium Enterprises) segment and not just coming from the traditional focus on big multinational corporations. This presentation shows how market researchers value the importance of the SME segment in Vietnam, a typical developing country and an emerging market in the very near future. This is the segment where multi-tasking researchers and non-traditional research approaches are required.
Dimensions of relationship marketing in business-to-business financial services
Edwin Theron and Nic S. Terblanche, International Journal of Market Research, Vol. 52, No. 3, 2010, pp. 373-392
Relationship marketing (RM) is frequently employed by firms to improve their dealings with customers.
Relationship marketing (RM) is frequently employed by firms to improve their dealings with customers. Despite the absence of a universally acceptable definition of RM, it has gained considerable interest and application in business-to-business (B2B) industries since the 1990s. The purpose of this paper is to report on the dimensions that were identified by RM managers of a major B2B financial services provider as important in establishing and managing long-term marketing relationships. The Analytic Hierarchical Process (AHP) method was used to identify the most important dimensions. An initial pool of 23 dimensions of RM was identified in the marketing literature, and this pool of dimensions was reduced to 10 after the empirical study. The study found that particular dimensions are more important than others when relationships are established, and that trust, commitment, satisfaction and communication are the most important dimensions. Further dimensions identified as important in the B2B financial services industry are competence, relationship benefits, bonding, customisation, attractiveness of alternatives and shared values. The findings are valuable for the continual management of marketing relationships with customers.
Unique panel insights for a complex, fast-moving market - a longitudinal case study spanning twenty years
Tom Smart and Michael Dent, ESOMAR, Conference on Panel Research, Budapest, April 2005
The paper describes a specialist business panel (itself a rarity) of exporters and other users of international freight, parcels and document transport services.
The paper describes a specialist business panel (itself a rarity) of exporters and other users of international freight, parcels and document transport services. It provides a series of DHL case studies demonstrating the value of a time series of data extending over a 20-year period.
Helping the clients succeed in China's B2B market
Guo Ping and Fred Bai, ESOMAR, Asia Pacific Conference, Shanghai, March 2004
China is not only a huge fast-moving consumer goods market, but an industrial product market with enormous development potential as well.
China is not only a huge fast-moving consumer goods market, but an industrial product market with enormous development potential as well. With the aim to better understand the B2B market situation in China and formulate proper marketing strategy, multinational companies need to obtain objective, precise and comprehensive information of China B2B market, users as well as the competition situation. Comparing to market information on consumer goods, B2B market information is incomplete and with limited access. In this paper, the authors introduce an efficient model, the '+-×÷' model with primary functions of business information collection, processing and value-adding. Additionally, the methods to help clients succeed in China's B2B market are discussed while analyzing successful business cooperation in this field.
Sowing the seeds of a rich harvest: research's contribution to the profit equation
Indranil Sen and Sunando Das, ESOMAR, Congress 2003
This paper establishes the relevance and need of an appropriate pricing construct (not price per se) in driving the profit growth and illustrates how research feeds into the construct.
This paper establishes the relevance and need of an appropriate pricing construct (not price per se) in driving the profit growth and illustrates how research feeds into the construct. The same would be explained with the help of a case study in a B2B scenario (logistical services industry) in Asia Pacific. The paper also demonstrates, using a combination of research techniques, the importance of taking into account the interaction of price with brand, looking at pricing in the overall scheme of other factors, linking findings from different studies and linkage of research findings to the customer’s database helps in the identification and implementation of an appropriate pricing policy, not to mention the usefulness of a common framework across countries in a region and across continents, thereby maintaining consistency.
What do customers consider important in B2B websites?
David Warren, Vishal Lala and Goutam Chakraborty, Journal of Advertising Research, Vol. 43, No. 1, March 2003, pp. 50-61
Based on prior research, we identified seven factors that customers might consider important in a business-to-business website.
Based on prior research, we identified seven factors that customers might consider important in a business-to-business website. Using a rigorous scale development procedure and a field study with 606 business customers, we developed valid and reliable scales for measuring these factors. Results revealed that organization is the most important factor in a website. This is followed by nontransaction-related interactivity, privacy/security, and informativeness. The other factors (transaction-related interactivity, personalization, and entertainment) were found to be relatively less important. Managerially useful differences were found in the importance ratings of these factors for those who use the web for purchase versus those who use the web for nonpurchase activities.
Driving brand management through effective brand equity measurement
Werner Hoffmann-Wiebe and Stefan Binner, ESOMAR, Consumer Insight Congress, Barcelona, Sept 2002
This paper describes how market research supports successful brand and category management. The authors discuss how Henkel, a leading manufacturer of adhesive products for the professional (B2B) market, manage a large portfolio of brands in a global many-faceted market.
This paper describes how market research supports successful brand and category management. The authors discuss how Henkel, a leading manufacturer of adhesive products for the professional (B2B) market, manage a large portfolio of brands in a global many-faceted market. Case studies are used to demonstrate the threats and challenges to brands in mature adhesive markets and how state-of-the-art-marketing research can successfully support strategic brand steering in a highly competitive environment.
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