Mingnan Liu and Laura Wronski, International Journal of Market Research, Vol. 60, No. 1, 2018, pp. 32-49
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.
Charlotte Lecuyer, Sonia Capelli, and William Sabadie, Journal of Advertising Research, Vol. 57, No. 4, 2017, pp. 436-446
For companies, communicating about socially responsible activities does not always lead to benefits. This article aims to contribute to a better understanding of the conditions in which such communications are valuable.
Adriana Rocha, Iván Casas, Mariana González Cedraro, Laura P. Berga and Susana Aiken, ESOMAR, Congress, 2017
This paper describes how the TV network HBO developed an innovative online community, integrating its market research strategy into a single platform, in order to listen to users and generate agile market research insights across Latin- and South America.
Hetty Fore, Renuka Iyer and Keith Phillips, ESOMAR, Congress, 2017
This paper looks at how Microsoft, the software and technology company, uncovered its real developer targets and gained actionable insights into rapidly changing technical and commercial audiences across industries.
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.
Ian Edwards, Admap, February 2017, pp. 28-30
This article offers guidelines for marketers to help them rethink how they can best use social media platforms - offering innovations to expand reach at lower cost - to deliver the greatest value to advertisers.
Joe Blechman, ESOMAR, Big Data, November 2016
This paper describes a multi-method and multi-stage research project by AOL, the American digital media company, to support the design, development and launch of a security-focused extension to one of its core products.
David Bunker and James Bryson, International Journal of Market Research, Vol. 58, No. 3, 2016, pp. 355-380
In this paper the authors explain how they investigated the issue of gender and the media in the UK, looking at how the audience feels about both the amount of coverage of men and women and their views on the quality and character of portrayal on TV, radio and online.
Alex Wheatley, Admap, April 2016, pp. 23-25
This article talks about new online panel research methodologies that capture respondents and are able to become a part of a fast paced decision-making process, creating better insights at lower costs.