Roger Mortimore, Paul Baines, Robert Worcester and Mark Gill, International Journal of Market Research, Digital First, February 2017
This Forum article considers the unsatisfactory results of pre-election opinion polling in the 2015 British general election and the BPC/MRS enquiry report into polling by Sturgis et al., providing a response from Ipsos MORI and associated researchers at King’s College London and Cranfield Universities.
MRS Awards, Finalist, Advertising & Media Research, 2016
This article details research by Thinkbox, a body that represents TV as an advertising medium in the UK, and the media agency MediaCom into consumer responses to TV advertising, particularly investigating how communication works in the minutes, days, weeks and years post exposure.
Clare-Marie Hulsey, Horst Feldhaeuser, Patricio Pagani, ESOMAR, Congress, New Orleans, September 2016
This paper argues that brand trackers must be ecosystems, living organisms that adapt to the new realities of the market in order to survive, using 90+ cases from Coca-Cola's brands to show the new system at play across the company's multi-billion dollar portfolio.
Kylie Brosnan, Bettina Grün and Sara Dolnicar, International Journal of Market Research, Vol. 59, No. 1, 2017, pp. 35-56
This study investigates whether it is the case that representativity is undermined if personal computer, tablet and smartphone respondents differ in socio-demographic characteristics and display different survey completion rates.
Tom Wells, International Journal of Market Research, Vol. 57, No. 4, 2015, pp. 521-532
Survey completions on mobile devices have been increasing rapidly. This important shift is something market researchers should definitely consider when designing and conducting self-administered online surveys.
Melanie Revilla, Willem Saris, Germán Loewe and Carlos Ochoa, International Journal of Market Research, Vol. 57, No. 3, 2015, pp. 395-412
Recently, Revilla and Saris (2012) showed, using data from the Netherlands, that the quality of responses (product of reliability and validity) in a probability-based online panel (LISS) can be similar to those from face-to-face surveys (European Social Survey round 4).