or call us: +1 202 778 0680
Content & Partners
What Our Clients Say
Warc in the News
Write for Warc
Terms & Conditions
Request a Trial
Magazines & Journals
Books & Reports
Do I Subscribe?
ALL OF WARC
Pinpoint the case evidence you need – search by industry, objective, media and more.
Case summaries showcasing leading brands achieving key marketing objectives.
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.
Rankings of the world's most effective agencies, advertisers and brands.
The latest on 80+ key topics
Media & Channels
Latest industry-focused insights
Apparel & Accessories
Government & Non-profit
Household & Domestic
Media & Entertainment
Pharmaceutical & Health
Toiletries & Cosmetics
Travel & Tourism
Marketing advice and assistance
In-depth analysis of 200 global brand owners
Key Warc papers on marketing best practice
Quick one-stop overviews of major marketing themes
Browse all Warc papers and case studies by subject
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.
Advertising expenditure by medium in 80 markets, plus forecasts and media costs for key countries.
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.
Review your contact details and public profile.
Choose and review which topics to follow.
Choose and review which brands to follow.
Your Email Updates
Select and manage the emails you receive.
Contact your dedicated Client Services Manager.
Put our research team at your service.
REFINE YOUR RESULTS BY:
Enter a search term:
Government and non-profit
Leisure and entertainment
Business and industrial
Int. Journal of Market Research
ESOMAR Conference papers
Journal of Advertising Research
MRS Conference Papers
Date: newest first
Date: oldest first
Using GPS Analytics and In-the-Moment Mobile: Surveys for insight into 2012 holiday shopping behaviour
Thaddeus R. F. Fulford-Jones and Eric H. Weiss, ESOMAR, Congress, Istanbul, September 2013
This paper discusses the lessons learned by Locately, the consumer location analytics company, from a project to understand shopper journeys.
This paper discusses the lessons learned by Locately, the consumer location analytics company, from a project to understand shopper journeys. GPS technology allows companies to mine data on shoppers' location and journeys, and trigger mobile surveys for shoppers when they enter a store. However, this technology creates concerns around privacy and the correct way to invite participation. This paper examines how visit-triggered in-store mobile surveys allowed Locately to evaluate the impact of marketing activations.
A 4-Dimensional View of the Digitally Engaged Consumer: Creating a single-source methodology to harness insights of today's 'new' consumer
Maria Domoslawska and Heather Dougherty, ESOMAR, Congress, Istanbul, September 2013
This paper discusses research into consumer engagement with brands across different technology platforms.
This paper discusses research into consumer engagement with brands across different technology platforms. It explains how a single-source methodology was developed to allow advertisers to understand the behaviour and purchasing intent of digitally engaged consumers, finding that there is a discrepancy between what consumers says they do online, and what they actually do. Understanding the in-depth segmentation of consumers is important as they now expect a personalised brand message across platforms.
You Can't Put a Price Tag on a Survey Participant's Enjoyment: The Latest Findings from the ARF's "Foundations of Quality" Research
Robert W. Walker and William A. Cook, Journal of Advertising Research, Vol. 53, No. 3, 2013, pp. 254-257
This paper discusses the latest phase of the Advertising Research Foundation's (ARF) 'Foundation of Quality' research initiative.
This paper discusses the latest phase of the Advertising Research Foundation's (ARF) 'Foundation of Quality' research initiative. Research has revealed that participants' greatest sources of 'survey enjoyment' are intrinsic rather than financial rewards. Understanding survey enjoyment will help researchers increase cooperation and quality of the data collected.
Including Don't know answer options in brand image surveys improves data quality
Sara Dolnicar and Bettina Grün, International Journal of Market Research, Digital First, July 2013
How do respondents use the Don’t know answer option in surveys? We investigate this question in the context of brand image measurement, using an experimental design with about 2,000 respondents and, for the first time, considering a range of commonly used answer formats.
How do respondents use the Don’t know answer option in surveys? We investigate this question in the context of brand image measurement, using an experimental design with about 2,000 respondents and, for the first time, considering a range of commonly used answer formats. Results indicate that Don’t know options are primarily used when respondents genuinely cannot answer the question, as opposed to representing a quick, low-effort option to complete a survey. Two practical conclusions arise from this study: (1) a Don’t know option should be offered in cases where it is expected that some respondents may be unfamiliar with some brands under study; and (2) answer formats without a midpoint should be used in brand image studies because midpoints can either be falsely misinterpreted as an alternative to ticking the Don’t know option, or used as an avenue for respondent satisficing.
Mobilizing your branded panel: Panel data quality during the smartphone transition
Joseph Blechman, Denise Brien, Jeff Vidler and Michelle Darcy, ESOMAR, 3D Digital Dimensions, Boston, June 2013
AOL, the internet service provider, describes its proprietary consumer panel in the US, AOL Listens, which uses panel surveys for research purposes.
AOL, the internet service provider, describes its proprietary consumer panel in the US, AOL Listens, which uses panel surveys for research purposes. This paper tests and evaluates the fundamental differences, advantages and trade-offs between desktop- and/or laptop-based survey responses and data collected via smartphones within AOL's online panels. Data quality, panelist engagement and visual design are analysed and advice is offered to panel managers when adding smartphones as a medium to survey data collection.
'Survey': needless despoilment of a traditional research term
John F. Gaski, International Journal of Market Research, Vol. 55, No. 3, 2013, pp. 337-356
This note demonstrates an example of lost knowledge in the marketing research field. In particular, the original meaning of the terms ‘survey’ and ‘survey research’ has been perverted, apparently through inattention.
This note demonstrates an example of lost knowledge in the marketing research field. In particular, the original meaning of the terms ‘survey’ and ‘survey research’ has been perverted, apparently through inattention. Epistemology is presented to verify, resultant problems are exposed, and some remedial conceptualisation and semantic tactics are offered. If ‘a problem recognised is half solved’, this philological endeavour aspires to cover turf at least to that midway point.
Mythbuster: The spurious authority of numbers
Les Binet and Sarah Carter, Admap, May 2013, pp. 9-9
Les Binet and Sarah Carter question the spurious authority of numbers after studying the pre-testing questionnaire for a proposed new ad.
Les Binet and Sarah Carter question the spurious authority of numbers after studying the pre-testing questionnaire for a proposed new ad. They encourage marketers to look at the methodology behind quantitative research results, because while the numbers produced can appear authorative and objective, they may have come from a research scenario that does not mirror real viewing conditions. Some quantitative research determines people's considered, rational "System 2" responses, rather than their intuitive "System 1" reaction, which brands such as those from the FMCG sector are chosen on.
Does a gamified approach provide greater insight?
Steve Becker, Dan Goldstein and Terry Sweeney, ARF Experiential Learning, Re:Think conference, 2013
This study investigates if a gamified survey provides greater insight into the relationship between consumers and brands compared to a more traditional survey approach.
This study investigates if a gamified survey provides greater insight into the relationship between consumers and brands compared to a more traditional survey approach. The research found that moving from a traditional survey to a Flash-enhanced survey reduces respondent fatigue and increases quality of response. Equally, when you move from the Flash survey to a gamified one, responses increase even further. The gamified element allowed the researchers to learn more about how respondents felt about particular brands. The research concludes that when the differences between brands are nuanced a gamified environment can highlight feelings and indicate brand differentiation.
'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.
The role of topic interest and topic salience in online panel web surveys
Florian Keusch, International Journal of Market Research, Vol. 55, No. 1, 2013, pp. 59-80
Invitations to web surveys sent out through online access panels usually do not mention the topic of the survey, in order to reduce the risk of expert bias.
Invitations to web surveys sent out through online access panels usually do not mention the topic of the survey, in order to reduce the risk of expert bias. This study aims to elucidate whether online access panel members use the information on survey topic provided in email invitations in their participation decision and its influence on data quality. In a preliminary study, data about the personal interests of 1,660 panel members were collected. Panellists were then assigned to participate in one of two surveys, receiving emails with different amount of information on the survey topic. The influence of personal topic interest and topic salience on participation behaviour and data quality was measured. Evidence is presented that personal interest in the topic influences participation behaviour and data quality in online panels. Panellists who had been enrolled in the online panel for six months or less were more willing to participate if the topic of the survey was announced in advance.
YOU ARE IN THE WARC INDEX:
Planning and managing projects
Survey and questionnaire design
Planning and managing projects
Insight and interpretation
Market research output and reporting
Market research project design
Market research project management
Research quality checking, error control
Sampling and statistics
, your search results have been restricted to items that contain .
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
Our Content & Partners
Terms & Conditions
© 2013 Copyright and Database Rights owned by Warc