Sangkil Moon, Moon Young Kang, Young Han Bae, Charles D Bodkin, International Journal of Market Research, Vol. 60, No. 4, 2018, pp. 380-393
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.
Laurent Florès, International Journal of Market Research, Vol. 60, No. 4, 2018, pp. 341-343
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.
Melanie Revilla and Carlos Ochoa, International Journal of Market Research, Vol. 60, No. 4, 2018, pp. 352-365
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.
Cannes Creative Lions, Silver, Creative Effectiveness Lions, 2018
SickKids Foundation, a children's health research organisation, launched a campaign that successfully increased donations and Canadian male-audience engagement by repositioning its brand as a fighting ally against disease.
NEW YORK: Despite the insistence of academics who point to “truths” in advertising research, studies may benefit from carrying an expiration date, according to a paper published in the Journal of Advertising Research (JAR).
Christoph Beuthner, Maren Friedrich, Carsten Herbes and Iris Ramme, International Journal of Market Research, Vol. 60, No. 3, 2018, pp. 257-267
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.
Juyoung Bang, Seounmi Youn, James Rowean, Michael Jennings and Manila Austin, International Journal of Market Research, Vol. 60, No. 3, 2018, pp. 238-256
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.
Stacy Wood, Stefanie Robinson, and Morgan Poor, Journal of Advertising Research, Vol. 58, No. 2, 2018, pp. 165-176
Mainstream brands are increasingly introducing environmentally-friendly lines to compete with successful niche "green" brands, but are there unique challenges for mainstream brands that go green? The authors posit that mainstream brands' green offerings can suffer when the environmental-friendliness of the product is promoted through visual cues at the point of purchase.
Naoki Takahashi, ESOMAR, APAC, 2018
Introduces the initiatives of Marketing Research 2.0 (MR2.0), a voluntary group of professionals who are either suppliers or clients in Japan's MR industry, and illustrates a case of successful collaboration between suppliers and clients in Japan.
Shows how examining actual purchase data rather than customer demographics, enables a brand to target first-time and loyal customers in a category in different ways, to get the most out of their ad campaigns.
Eun Sook Kwon, Karen Whitehill King, Greg Nyilasy, and Leonard N. Reid, Journal of Advertising Research, Digital First, April 2018
Media professionals and scholars have examined the influence of media context on advertising effectiveness for more than 50 years, but clarity regarding media-context effects remains lacking, amid an abundance of mixed results.