Anibal Cantarian, ESOMAR, Latin America, April 2017
This article contends that market research in Latin America is not fully utilising the opportunities offered by smartphones to conduct surveys and collect data, relying too much on face-to-face research.
Petra van der Heijden, International Journal of Market Research, Vol. 59, No. 2, 2017, pp. 157-172
This paper describes a survey based on SMS messaging, presenting details of the tests and pilots undertaken, the practical difficulties found and overcome, as well as an examination of the differences found between the CATI and SMS elements of the survey.
Tim Macer and Sheila Wilson, International Journal of Market Research, Vol. 59, No. 2, 2017, pp. 173-198
Against the theme of this year’s conference, 'Are we there yet? Where technological innovation is leading research', this paper provides evidence-based observations on where technology has led research in the recent past, and where it appears to be leading now.
Chris Harvey, International Journal of Market Research, Vol. 58, No. 5, 2016, pp. 647-648
This paper argues for the adoption of binary choice over ratings scales, from the knowledge that the majority of human decision making takes place in what Kahneman (2011) and others have described as 'system 1'.
James Heyman and John Sailors, International Journal of Market Research, Vol. 58, No. 5, 2016, pp. 693-710
This article illustrates a respondent-friendly approach to preference elicitation over large choice sets, which overcomes limitations of rating, full-list ranking, conjoint and choice-based approaches.
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.