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Identifying the real differences of opinion in social media sentiment
Annie Pettit, International Journal of Market Research, Vol. 55, No. 6, 2013, pp. 757-767
This study examined the differences in social media sentiment based on author gender, age and country.
This study examined the differences in social media sentiment based on author gender, age and country. After creating ten category-generic datasets, millions of social media verbatims from thousands of websites were collected, cleaned of spam, and scored into five-point sentiment scales. The results showed that women exhibit more positive sentiment, older people exhibit more positive sentiment, and Australians exhibit more positive sentiment, while Americans share more negative sentiment. The differences were small but clear, suggesting that research methodologists should apply correction factors to ensure that their results more accurately reflect differences of opinion as opposed to differences of word choice. Business users of social media data can be reassured that correction factors are not required to improve the accuracy of their research.
Segmenting the betting market in England
Chris Hand and Jaywant Singh, International Journal of Market Research, Digital First, October 2013
While there are a number of studies focusing on the motivations for betting, less is known about the extent to which the market is segmented.
While there are a number of studies focusing on the motivations for betting, less is known about the extent to which the market is segmented. This study investigates patterns of cross-purchasing using a sample of 7,200 adult respondents from a government survey dataset obtained via the UK Data Archive. In doing so, we apply market research techniques to a social research domain, and demonstrate the usefulness of publicly available government survey data to (social) market researchers. While we find some patterns of cross-purchase that are broadly the same as would be predicted by the duplication of purchase law, we also identify clear partitions in the market, implying the existence of behavioural segments. We identify five distinct behavioural segments, each with its own demographic characteristics. Our results have implications for the managers of betting companies, and for the design of future studies into gambling behaviour that could potentially inform public policy.
Finding Gold in the Desert: The invention of MegaPlaza, the first modern mall for the emergent classes in the outskirts of Lima
Rolando Arellano Cueva, Rolando Arellano Bahamonde and Percy Vigil Vidal, ESOMAR, Congress, Istanbul, September 2013
This paper discusses how to target the emergent middle classes in Latin America, using an example of a mall in Lima, Peru.
This paper discusses how to target the emergent middle classes in Latin America, using an example of a mall in Lima, Peru. The emergent middle classes have been under-characterised by marketers, and regarded as behaving in a similar way to traditional middle class people. Research presented here explains how the emergent middle class was characterised in Lima and how this information was used to design a shopping mall which accounted for their needs.
What the eyes don't see, the heart can't feel: The need for market research to drive innovation
Kartikeya Kompella, ESOMAR, Asia Pacific, Ho Chi Minh City, April 2013
This paper argues that India is an untapped market for the creation of innovative, belief-based brands and that researchers are well-placed to help Indian marketers see these opportunities.
This paper argues that India is an untapped market for the creation of innovative, belief-based brands and that researchers are well-placed to help Indian marketers see these opportunities. Areas of particular growth potential are discussed, including targeting older consumers with disposable income and middle-aged men who are the first of their generation in India to be experiencing mid-life crises. It also identifies respect as a value that brands can pander to in a nation where individualism is growing. Market research agencies can assist marketers in developing these opportunities by providing knowledge management and segmentation data, as well as insights into demographic shifts and product consumption.
The last frontier of Asia: The potential of market research to drive economic and social development in Myanmar
Ron Gailey and Chris Riquier, ESOMAR, Asia Pacific, Ho Chi Minh City, April 2013
Drawing from the first comprehensive study of the consumer landscape in Myanmar since the easing of sanctions, this paper explores the growth opportunities in the country from three perspectives: the agency, the client and the consumer.
Drawing from the first comprehensive study of the consumer landscape in Myanmar since the easing of sanctions, this paper explores the growth opportunities in the country from three perspectives: the agency, the client and the consumer. The research was produced from 10,275 interviews conducted with consumers in Myanmar from all socio-economic classes and geographies. Although ethnically diverse, the population is 88% Buddhist and Buddhism has shaped the Burmese cultural mindset. As one of the poorest countries in the world, the average Burmese earns less than US$190, however the country has a vast abundance of natural resources and so has opportunity to increase the country's overall wealth in the future. Technology ownership is low but mobile and smartphone ownership is rising rapidly and TV penetration is high. There is great cultural and social importance placed on tea shops, which not only act as a sales point for beverages and tobacco but play a critical role in community bonding. This paper concludes with Coca-Cola's overview, which officially began sending shipments to Myanmar again in 2012.
Visual stories from the emerging middle class: Understanding the individual in India and China
Anthony Martin, Market Research Society, Annual Conference, 2013
This paper defines the opportunity the emerging middle class in China and India represent for HSBC, the global financial services group.
This paper defines the opportunity the emerging middle class in China and India represent for HSBC, the global financial services group. First it defines the middle class consumer, and goes on to explore their attitudes to banking and finance. The paper indicates the range of knowledge required to build relationships with future, higher-revenue customers in these regions. Photojournalism was used to capture cultural norms as they relate to money, providing real-life evidence which was combined with an ethnographic exploration of 16 key respondents. The paper concludes by outlining five rules that can be used to leverage photojournalism in the art of storytelling.
Coverage error in internet surveys: can fixed phones fix it?
Paula Vicente and Elizabeth Reis, International Journal of Market Research, Vol. 54, No. 3, 2012, pp. 323-345
The internet is increasingly being used for cross-sectional surveys and online panels. Although internet accessibility is growing across developed and developing countries, it seems unlikely that the internet alone will ever provide complete coverage of the general population.
The internet is increasingly being used for cross-sectional surveys and online panels. Although internet accessibility is growing across developed and developing countries, it seems unlikely that the internet alone will ever provide complete coverage of the general population. Given the incomplete coverage and imbalanced penetration rate of the internet across segments of the population, it is pertinent both for survey companies and academics to assess the potential of mixing the internet with other survey modes as part of a strategy to assure validity of inferential samples when surveying general populations. The purpose of this research was to evaluate to what extent coverage error in internet surveys can be reduced by surveying the offline population via telephone. We use data from Eurobarometer collected in the EU27 member states to simulate first an internet-based survey and then a mixed-mode survey combining the internet with the telephone. Comparisons are made to identify differences in the socio-demographic characteristics of internet households and those of non-internet households with telephone. Coverage error is also estimated in each survey design. Findings reveal significant socio-demographic differences and although the coverage error is reduced in the mixed-mode survey design, it cannot be completely eliminated. Moreover, the outcomes are not homogeneous across countries.
Measuring brand choice in the older customer segment in Japan
Jaywant Singh, Francesca Dall'Olmo Riley, Chris Hand and Mari Maeda, International Journal of Market Research, Vol. 54, No. 3, 2012, pp. 347-368
As populations around the world age, brand choice behaviour by older customers becomes an increasingly important issue for marketers.
As populations around the world age, brand choice behaviour by older customers becomes an increasingly important issue for marketers. This is especially the case in Japan, which has the largest older customer segment as a proportion of the population of any country. Our study measures brand choice behaviour of the older customer segment in Japan in fast-moving consumer goods categories. We employ an 11-point purchase probability scale, the Juster, to calculate brand performance measures such as penetrations, buying frequency and sole buying for three age-based customer segments. The Juster output is used as input into a mathematical model, the Dirichlet, for benchmarking the brand performance measures. The findings here reveal new insights into the brand purchase behaviour of older customers. There are more similarities than differences between the brand purchase of younger and older customers in most categories analysed here. The results have practical implications for understanding and creating appropriate marketing strategies for the older customer segment. Our study also demonstrates a novel method for analysis of brand choice data collected via a survey instrument, as compared to the traditional consumer panel data. The research framework in our study is recommended for further empirical research in other regions where demographic changes are presenting challenges to marketers, and where panel data are often not easy to obtain.
Sustainable Brazil: Perceptions and practices of the new Brazilian middle class on sustainability and conscious consumption
Mario Mattos, ESOMAR, Latin America, Mexico City, May 2012
This paper describes research from Brazil's National Policy on Solid Waste (PNRS, which co-ordinates the collection, processing and disposal of waste products) to engage consumers and encourage them to dispose their own waste responsibly.
This paper describes research from Brazil's National Policy on Solid Waste (PNRS, which co-ordinates the collection, processing and disposal of waste products) to engage consumers and encourage them to dispose their own waste responsibly. To better understand the main generators of waste - the country's new middle class - research was conducted into the emergence of this middle class and its development since the 1980s, as well as its changing awareness about and attitudes to sustainability and conscious consumption. Three factors are identified as influencing consumers' sustainable consumption: education level, familiarity with the term "sustainability" and interest in environmental issues.
Brazil's middle class? Your table is ready: Opportunities and challenges facing the food service industry in Brazil
Gabriel Aleixo and Renata Ribeiro, ESOMAR, Latin America, Mexico City, May 2012
Brazil's middle-class population has risen sharply in the last decade and in 2012 nearly half of Brazil's population is classified as middle class.
Brazil's middle-class population has risen sharply in the last decade and in 2012 nearly half of Brazil's population is classified as middle class. As a result, Brazilians are dining out more than ever. To understand how this growth affects the food service industry, Nestlé Brazil proposed a mass-ethnographic project using online research communities to better understand the Brazilian middle-class market. The findings identified two key pillars that drive the conscious decisions consumers make when selecting a place to eat - the environment and the food. It also illustrated that, to the Brazilian middle class, eating out is not just a practical need - it is charged with emotional associations related to the transformation of living standards. Understanding these emotional cues are key to reaching this growing market.
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