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Research Paper

A well-established empirical generalization is that brand users are more likely than non-users to recall advertising for the brand they use.

Research Paper

As marketers, we are confronted by an increasingly complex world—one characterized by markets that emerge and evolve at an unprecedented rate.

Research Paper

Consumers' online activities such as keyword searching and writing reviews can provide valuable information that reflects their perception of the market.

Research Paper

Although weather is known to impact consumer behavior and, accordingly, businesses react to weather-influenced consumer behavior, marketing scholars have not examined weather marketing as intensively as its practical importance suggests.

Article

As market researchers get largely criticized in their ability to properly measure the world we live in, the author argues that they should reconsider "survey methods" less as "traditional research" and more as a "paradigm" in the Khunian sense.

Research Paper

Probability-based sampling is the gold standard for general population surveys. However, when interested in more specific populations (e.g., consumers of a particular brand), a lot of research uses data from non-probability-based online panels.

Research Paper

This article reviews the experience, steps taken, and lessons learnt from including a virtual reality film within a mobile online survey.

Research Paper

This study examined consumers' motivations for participating in market research online communities (MROCs) and an integrative role of community identification in explaining its motivational antecedents and consequences.

Research Paper

We define Brand Verbal Fluency as the ability of a consumer, when cued with a product category, to name the brands he or she knows in that category.

Research Paper

Modern social and marketing research relies heavily on surveys to collect data. At the same time, it is well established that survey responses are influenced by response style biases that vary across individuals, countries and cultures.

Research Paper

This conference note discusses a novel method of obtaining an implicit measure of how Brexit identity primed discriminatory behaviour.

Research Paper

This article generalizes the well-known negative binomial distribution (NBD) theory to attendance behavior at sporting events.

Research Paper

Many crowdfunding platforms allow developers maximum flexibility in terms of the number and types of rewards offered in a project.

Article

Any research survey is likely to apply some set of rules in order to classify respondents according to age, gender, social class, ethnicity, disability, and so on.

Research Paper

This study proposes a novel methodology, mixture-amount modeling (MAM), to investigate cross-media advertising synergy based on consumers' media usage.

Research Paper

A non-traditional methodology of polling in small areas, called bellwethers, improves the accuracy of forecasts drawn from a large area.

Research Paper

Capturing and understanding the images and reputations external stakeholders assign to brands can be confusing and challenging.

Research Paper

Many public opinion polls report a mythical margin of error. These reported margins of error are calculated on the basis of a nonexistent (fictitious) dichotomous poll question and are completely unrelated to the actual question responses in a poll.

Research Paper

In this article, we report the results of a study that tested a values-based method of predicting political election results.

Research Paper

This article summarizes our work using a network-based approach to mapping the main constituencies discussing specific topics on Twitter.

Research Paper

This article reports on differences observed when asking a simple polling question in a traditional way—that is, asking respondents for predictions about their own voting behavior versus asking respondents for predictions about a friend's voting behavior.

Article

In anticipation of long-run competitive advantages, pharmaceutical companies often try to enter new markets earlier than their competitors.

Research Paper

This study examines the use of trap questions as indicators of data quality in online surveys. Trap questions are intended to identify respondents who are not paying close attention to survey questions, which would mean that they are providing sub-optimal responses to not only the trap question itself but to other questions included in the survey.

Article

The proliferation of advances in technology and communication have led to the formation of "big data" research and the argument that big data will be effective in connecting consumer to practitioners.

Research Paper

Marketing scholars have demonstrated the impacts of weather on consumer behavior at the aggregate level; however, they have not fully analyzed how individual differences in weather sensitivity (WS) play a role in consumers' purchase decisions.