Article
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ARF - Knowledge at Hand, 2018
Provides an overview of optimizing mobile market research, including data about the extent of its use, as well as recommendations and best practice.
Opinion
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Crispin Beale, April 2018
GDPR will be implemented within weeks and it is particularly important that market research agencies understand its implications.
Research Paper
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John Aitchison, International Journal of Market Research, Vol. 60, No. 2, 2018, pp. 190-197
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.
Research Paper
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Robert A. Peterson, International Journal of Market Research, Vol. 60, No. 2, 2018, pp. 147-155
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
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Jasmina Ilicic, Alicia Kulczynski and Stacey Baxter, Journal of Advertising Research, Vol. 58, No. 1, 2018, pp. 51-64
This study provides advertisers with a simple positive facial cue—the Duchenne (or genuine) smile—to enhance the authentic persuasive appeal of a celebrity endorser whose standing has slipped.
Research Paper
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Stephen W. Wang and Angeline Close Scheinbaum, Journal of Advertising Research, Vol. 58, No. 1, 2018, pp. 16-32
Building on source-credibility theory, the authors tested a structural model for advertisers and scholars to explain brand outcomes of celebrity endorsement.
Article
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WARC Best Practice, March 2018
This article explores the reading around gamification as a research method, the attempt to make surveys and questionnaires more engaging, enhancing both the experience and ideally the quality of data.
Research Paper
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Fred Bonner and Robert de Hoog, International Journal of Market Research, Vol. 60, No. 1, 2018, pp. 88-103
More than 100 years ago, the term conspicuous consumption was coined. In the economist tradition, emphasis was always on the demonstration of wealth, income, and status by material purchases.
Research Paper
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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.
Research Paper
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Piotr Tarka, International Journal of Market Research, Vol. 60, No. 1, 2018, pp. 67-87
In this article, the author conducts an empirical diagnosis of managers' views and perceptions in the context of use of information obtained from marketing research in decision-making processes.
Case Study
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Design Business Association, Silver, 2018
Cornerstone, the subscription-only male grooming brand, became the largest brand of its category in the UK through a strong and meaningful design.
Article
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Ana Raquel Martin, WARC Best Practice, February 2018
Advises on how marketers can successfully reach Hispanic consumers in the US, a demographic that is seeing significant growth, with broad implications for marketing, marketing research, and consumption patterns generally.
News
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26 January 2018
NEW YORK: Nearly one in three consumers respond to online surveys on smartphones, and using tools like emojis could boost engagement without hurting data quality, according to a paper in the Journal of Advertising Research (JAR).
Research Paper
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Faheem Merchant, WARC Media Awards, Entrant, Best Use of Data, 2017
Teenopedia is a source of information on the lives of teens from all angles, providing a single destination on how to reach out to them.
Article
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WARC Exclusive, January 2018
Analysing trends in content strategies, including the use of data and PR, with lessons for marketers drawn from the 'Effective Content Strategy' category of the 2017 WARC Awards.
Research Paper
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Douglas C. West, George Christodoulides and Jennifer Bonhomme, Journal of Advertising Research, Digital First, December 2017
This study focuses on individual choices made about what ideas to show clients in the absence of copy testing; it examines the decision-making heuristics employed by a global advertising agency.
Article
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Laurent Muzellec and Eamonn O’Raghallaigh, Journal of Advertising Research, Digital First, December 2017
Smartphone technology has led to the consumer decision-making process merging its distinct moments into a Ubiquitous Moment of Truth.
Article
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WARC Best Practice, January 2018
This article explores the current thinking and writing on the subject of designing surveys to make the questions most conducive to accurate, useful answers and better quality data.
Article
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Andrew Green, Research on WARC, December 2017
How Audience Measurement 5.0 is developing, what implications it may have and how industry players will have to change in order to adopt such methods.
Research Paper
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Verena Gruber, Magdalena Kaliauer and Bodo B. Schlegelmilch, Journal of Advertising Research, Vol. 57, No. 4, 2017, pp. 397-409
Scholarly work over the past 15 years has demonstrated that corporate social responsibility (CSR) initiatives can have a positive impact on consumer behavior toward brands.
Research Paper
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Christopher Bacon, Frances M. Barlas, Zoe Dowling, and Randall K. Thomas, Journal of Advertising Research, Vol. 57, No. 4, 2017, pp. 462-470
The use of emojis as an alternative to text in mobile surveys has been examined for its potential to improve engagement without reducing data quality.
Research Paper
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Thorsten Teichert, Dirk Hardeck, Yong Liu and Rohit Trivedi, Journal of Advertising Research, Digital First, November 2017
Advertising nudges consumers along several steps to purchase, and each step necessitates that advertisers set different objectives and message strategy.
Research Paper
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Yoon-Joo Lee, Journal of Advertising Research, Vol. 57, No. 4, 2017, pp. 422-435
This study examined dynamic interactions among self-values leading consumers to self-reference corporate social responsibility (CSR) advertising sponsored by three industries: oil, juice, and pharmaceuticals.
Research Paper
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Yu-Kang Lee, Chun-Tuan Chang, and Pei-Chi Chen, Journal of Advertising Research, Vol. 57, No. 4, 2017, pp. 379-396
This research compared the effectiveness of fear and hope appeals in green communications when the issue was framed as either global or local.
Research Paper
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MRS Awards, Finalist, New Consumer Insights, 2017
Royal London, the UK's largest mutual life insurance and pensions company, created the Vulnerability Strategy, which used quantitative research to analyse the impact of vulnerability on its customers.
