Research Paper
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Marc Mazodier, Armando Maria Corsi and Pascale G. Quester, Journal of Advertising Research, Digital First, August 2017
This study examines how advertisement typicality influences the capacity of sponsorship to transfer an image from a sporting event to a brand overtime.
Research Paper
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Verena Gruber, Magdalena Kaliauer and Bodo B. Schlegelmilch, Journal of Advertising Research, Digital First, September 2015
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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Melanie Revilla and Carlos Ochoa, International Journal of Market Research, Digital First, August 2017
This paper aims to discover 'How long can/should a survey be?' by asking the question to respondents themselves in a web survey implemented by the Netquest fieldwork company in Mexico in 2016.
Research Paper
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Lawrence Ang and Martin Eisend, Journal of Advertising Research, Digital First, January 2017
Academic researchers tend to use multiple items to measure a construct reliably, whereas practitioners tend to use single-item measures.
Research Paper
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Defeng Yang, Lu Jin and Shibin Sheng, International Journal of Market Research, Vol. 59, No. 4, 2017, pp. 517-536
This study distinguishes two features of a firm’s knowledge base - breadth and depth - and elucidates their interplay in determining new product performance.
Research Paper
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Ioannis Rizomyliotis, Kleopatra Konstantoulaki, Giannis Kostopoulos and Athanasios Poulis, International Journal of Market Research, Vol. 59, No. 4, 2017, pp. 409-422
This paper explores the influence of mental intangibility on the size of the consideration set, for both tangible products and services.
Article
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Simon Atkinson, International Journal of Market Research, Vol. 59, No. 4, 2017, pp. 405-408
In this viewpoint, the author looks at opinion polls and their varying success in the wake of several global elections and referendums.
Research Paper
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Saul Dobney, Carlos Ochoa and Melanie Revilla, International Journal of Market Research, Vol. 59, No. 4, 2017, pp. 495-516
The main goal of this research is to study the impact on the answers and data quality of making conjoint questions more realistic by introducing some randomised noise into the descriptions of the conjoint levels or by simulating the way an e-commerce website displays products.
Research Paper
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Patricia Osidacz Williamson, Simone Mueller-Loose, Larry Lockshin and Leigh Francis, International Journal of Market Research, Vol. 59, No. 4, 2017, pp. 471-494
The aim of this study is to extend an existing method to untangle the effect of taste (intrinsic) versus label information (extrinsic) on repurchase in a new-to-wine market.
Article
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Matthew Carlton, Event Reports, MRS Future of B2B Research, June 2017
This event report looks at an innovative form of B2B research that has proved successful at engaging SME audiences.
Research Paper
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Mingnan Liu, International Journal of Market Research, Digital First, July 2017
Using a web survey experiment, this study examines measurement comparability between two radio button questions (fully labelled and endpoint labelled) with slider questions.
Research Paper
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Chris Archer-Brown, Julia Kampani, Ben Marder and Anjali S. Bal, Journal of Advertising Research, Vol. 57, No. 2, 2017, pp. 159-172
Filmmakers increasingly depend on trailers as advertising and to generate word of mouth (WOM). This study investigates the extent to which trailers influence WOM in the prerelease context by testing a conceptual model separately on the three most popular movie genres.
Research Paper
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Damien Renard and Denis Darpy, Journal of Advertising Research, Vol. 57, No. 2, 2017, pp. 173-181
To encourage viral spread, companies attempt to create captivating and compelling online games. The current research examines the effects of requiring players to use skills when playing games versus rewarding players who recommend games to others.
Research Paper
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Abhishek Pathak, Gemma A. Calvert, and Elison A.C. Lim, International Journal of Market Research, Digital First, June 2017
This paper investigates how different phonetic structures used in brand names affect their luxurious appeal.
Case Study
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Will Goodhand, Emanuela Recalcati, Warc Awards, Entrant, Best Use of Brand Purpose, 2017
This case study shows how SURF, a Rwandan Survivors' Fund charity, was able to increase sales and brand awareness through a highly targeted and data-optimised pro-bono campaign in the UK.
Research Paper
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Kristen Olson, Xiaoyu Lin and Timothy Banks, International Journal of Market Research, Vol. 59, No. 3, 2017, pp. 301-320
This paper examines failure to use records in sales reporting across about 12,000 store owners participating in a retail measurement panel in a Southeast Asian country.
Research Paper
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Roger Mortimore, Paul Baines, Robert Worcester and Mark Gill, International Journal of Market Research, Vol. 59, No. 3, 2017, pp. 285-300
This Forum article considers the unsatisfactory results of pre-election opinion polling in the 2015 British general election and the BPC/MRS enquiry report into polling by Sturgis et al., providing a response from Ipsos MORI and associated researchers at King’s College London and Cranfield Universities.
Research Paper
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IAB Europe Research Awards, Winner, Best Use of Research Budget, 2017
This paper details the findings of a study into consumer attitudes and awareness across Europe of the European Self-Regulatory Programme for Online Behavioural Advertising (OBA), a mechanism for consumers to control their preferences for online behavioural advertising.
Research Paper
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IAB Europe Research Awards, Winner, Consumer Attitudes & Behaviour, 2017
This paper reveals the findings of a Facebook study in Spain which measured emotional engagement with advertising and brand recall.
Research Paper
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Saurin Shah, Roland Leung and Geeta Lobo, ESOMAR, Asia Pacific, May 2017
This paper examines whether audio responses in surveys can be used to detect subconscious responses to questions in the Indian market.
Research Paper
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Paul Janssen, Robin De Rooij and Marina Georgieva, ESOMAR, Asia Pacific, May 2017
This paper looks at minimising response biases in Asian markets through the use of implicit mobile research techniques.
Research Paper
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Elizabeth May, Harvir S Bansal and Avik Halder, ESOMAR, Asia Pacific, May 2017
This paper examines whether the use of split questionnaire design can improve survey response, data quality, efficiency and participant experience in the APAC region.
Research Paper
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Jennifer Serrano and Pete Cape, ESOMAR, Asia Pacific, May 2017
This paper examines the effectiveness of survey gamification techniques in Asia to see how cultural differences affect the way people play the games.
Research Paper
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Alexander Wheatley, Jonathan Puleston and Jason Brownlee, ESOMAR, Asia Pacific, May 2017
This paper looks at offering a universally applicable segmentation method by encouraging brands to follow a series of best practice steps.
Research Paper
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Brian Fine and Con Menictas, ESOMAR, Asia Pacific, May 2017
This paper presents a new approach to capturing respondents' emotional drivers of behaviour through research involving free form text, using the example of the 2016 US Presidential election, and listing implications for the Asian market.
