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:
Drink and beverage
ESOMAR Conference papers
Int. Journal of Market Research
ARF Experiential Learning
Journal of Advertising Research
Date: newest first
Date: oldest first
Understanding the complexity of varied devices for taking surveys - A case study
Lindsay Veling, Kalle Backlund, Charles Pearson, Misha Tsvelik and Sandra Jehoel, ESOMAR, 3D Digital Dimensions, Amsterdam, November 2012
This paper examines what happens when different devices are used to access and complete online surveys.
This paper examines what happens when different devices are used to access and complete online surveys. As smartphones and tablets become increasingly popular, respondents are attempting to participate in online surveys with their various devices, yet online surveys are not necessarily entirely compatible across these devices. When surveys do not work on these alternative devices, no doubt respondents are frustrated and either cannot complete these surveys or enter data that is of poor quality. Further, when respondents experience this frustration, they are less likely to participate the next time they are invited.
Rules of engagement: The war against poorly engaged respondents - guidelines for elimination
Steven Gittelman and Elaine Trimarchi, ESOMAR, 3D Digital Dimensions, Amsterdam, November 2012
The struggle for quality in online survey research is increasingly focused on ensuring respondents are properly engaged.
The struggle for quality in online survey research is increasingly focused on ensuring respondents are properly engaged. Rules of engagement are needed help eliminate those respondents who provide poorly considered data and have an impact on the deductions and decisions made from that data. It is not enough to eliminate the worst offender; some measure of how much damage they cause needs to be included. This paper addresses the construction of a new metric that includes considerations of satisficing, data shift, and sample size. Further, simplicity of design is a high order requirement, as data cleaning should be done in real time to allow the replacement of respondents that are deleted.
Website versus traditional survey comments: Do they tell the same story?
Randall Brandt and Michael House, ESOMAR, Congress, Atlanta, September 2012
This paper, from Randall Brandt and Michael House of US market research firm Maritz, considers the development of social media and asks whether the ratings and comments on these sites could ever replace traditional surveys as a research tool.
This paper, from Randall Brandt and Michael House of US market research firm Maritz, considers the development of social media and asks whether the ratings and comments on these sites could ever replace traditional surveys as a research tool. Their findings indicate that there are clear similarities between the two data sources, but they caution against replacing surveys with web-based data. Sample sizes may be too small and previous ratings and comments may introduce bias into social media data. The conclusion is that multiple methods of capturing the voice of the consumer are needed.
Dimensions of online survey data quality: What really matters?
Jon Puleston and Mitch Eggers , ESOMAR, Congress, Atlanta, September 2012
This paper is an examination of the relative impact of survey design, panel quality and cross-cultural behaviour on the accuracy of data when conducting international online survey research.
This paper is an examination of the relative impact of survey design, panel quality and cross-cultural behaviour on the accuracy of data when conducting international online survey research. It contains results of a research project, studying all three of these general influences on data quality using seven specific quality improvement techniques in 15 different countries. The paper concludes with general recommendations for factors to think about when conducting international cross-market research.
Ode to the unsung hero: How Coca-Cola is managing today's increasingly complex business reality with a global research landscape
Patricio Pagani, Javier Quiñones and Veronica Moreno, ESOMAR, Congress, Atlanta, September 2012
This paper outlines how Coca-Cola changed its approach to consumer behaviour in order to deal with an increasingly complex global beverage market.
This paper outlines how Coca-Cola changed its approach to consumer behaviour in order to deal with an increasingly complex global beverage market. It outlines how the company collects and analyses its consumer research data from over 100 countries, as well as providing advice on how to respond to pressures the market research industry faces from new entrants, methodologies and technologies. It also emphasises the importance of its "protocol custodian", who oversees the application of the newly designed global framework and ensures it remains locally relevant without compromising global comparability. The paper also provides recommendations for the research industry and examples of the type of analysis that is conducted by Coca-Cola each month.
The dividends of improving best practices for social media research
Jacqueline Anderson, Gina Pingitore and Miriam Eckert, ARF Experiential Learning, Re:think conference, 2012
Social media data extraction tools enable analysts to develop a search query for a brand and a related sub-topic (e.g.
Social media data extraction tools enable analysts to develop a search query for a brand and a related sub-topic (e.g. price), which is then used to extract relevant posts from existing social media data. However, this paper from J.D. Power argues that the number of potential ways a consumer will discuss a topic means each analyst will have a different strategy for generating queries. Specifically, this can mean different results and conclusions can be obtained by analysts attempting the same data search, which has the potential to significantly impact bottom-line business decisions. By focusing on telecom products as a case study, the paper establishes social media standards around query development including developing Boolean logic templates aimed at improving accuracy, validity, and reliability. It also emphasises the importance of utilising a quality control team to ensure that the extracted data addresses the business questions being researched.
Data hygiene using respondent validation
Renee Smith and Nallan Suresh, ARF Experiential Learning, Re:think conference, 2012
There is now heightened interest in understanding purchasing and consumption among populations that are hard to reach for market researchers (e.g.
There is now heightened interest in understanding purchasing and consumption among populations that are hard to reach for market researchers (e.g. lower income, day laborers). Additionally, the original TrueSample identity validation process involving a name and address match to an external database was classifying a higher percentage of lower income, renters, young adults and ethnic minorities in the United States as non-valid, compared to other subgroups. To overcome this, TrueSample revisited the name and address validation methodology and used a secondary database that validated previously non-validated respondents through the matching of their email address. Results showed the addition of a secondary database improved the validation percentage.
Adjusting self-reported attitudinal data for mischievous respondents
Michael R. Hyman and Jeremy J. Sierra, International Journal of Market Research, Vol. 54, No. 1, 2012, pp. 129-145
For various reasons, survey participants may submit phoney attitudinal self-reports meant to bypass researcher scepticism.
For various reasons, survey participants may submit phoney attitudinal self-reports meant to bypass researcher scepticism. After suggesting reasons for this new category of problematic survey participant – the mischievous respondent (MR) – and reviewing related response bias, faking, inattentive respondent and outlier literatures, an initial algorithm for removing such respondents from polychotomous attitudinal data sets is posited. Applied to four data sets, this algorithm marginally reduced EFA cross loadings and improved CFA model fit. Although purging subtly suspicious cases is not standard practice, the extant literature indicates that such algorithms can reduce artifactual statistical findings substantially.
Tell me what you want, what you really, really want: Creating desired results from social media research
Annie Pettit, ESOMAR, 3D Digital Dimensions, Miami, October 2011
This presentation teaches how to generate the social media research results you desire regardless of what the true results are.
This presentation teaches how to generate the social media research results you desire regardless of what the true results are. It will show how to gather social media data from the internet using inappropriate sampling methods and how to select the wrong pieces of data and code it incorrectly. The topics of sampling, weighting, data quality, sentiment analysis, and text analysis are highlighted to highlight the full range of options for mistreating data. The ultimate goal will be to create set of data that reflects your predispositions towards a topic as opposed to reality.
Mixing the right sample ingredients: A new source recipe
Jackie Lorch, Pete Cape and Kristin Cavallaro, ARF Experiential Learning, Re:Think conference, 2011
Online access panels are becoming increasingly poorly defined with incomplete sample frames and, when being used to estimate the national population, large frame errors.
Online access panels are becoming increasingly poorly defined with incomplete sample frames and, when being used to estimate the national population, large frame errors. This paper advocates engaging with a blend of sources. However, studies of the components of a sample blend have found that different sample sources have distinct characteristics. In order to control for this, multi-sourced samples can be kept consistent by pre-profiling participants, but standard socio-demographics are not enough. Instead it is possible to find a concise list of variables that provide consistency for a broad range of research topics. Finally, the elements of engagement (including questionnaire design, rewards and communications) must be satisfying. Effort expended on creating the right blend and a methodologically sound sample is wasted if the overall respondent experience is poor.
YOU ARE IN THE WARC INDEX:
Planning and managing projects
Research quality checking, error control
Planning and managing projects
Insight and interpretation
Market research output and reporting
Market research project design
Market research project management
Sampling and statistics
Survey and questionnaire design
Online market research
Issues and standards
Market research quality standards
Reliability of qualitative research
, 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