Article
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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.
Research Paper
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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.
Research Paper
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Ian Bramley, Alastair Goode, Laura Anderson and Elisabeth Mary , International Journal of Market Research, Vol. 60, No. 4, 2018, pp. 344-351
This article reviews the experience, steps taken, and lessons learnt from including a virtual reality film within a mobile online survey.
Research Paper
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Gianluigi Guido, Marco Pichierri, Giovanni Pino, and Rajan Nataraajan, Journal of Advertising Research, Digital First, July 2018
This research investigates whether print advertisements featuring faces (i.e., face advertisements) or facelike images (i.e., pareidolian advertisements) better capture consumer attention than advertisements that do not include such elements.
Research Paper
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Lefa Teng, Guanzhi Zhao, Yuanyuan Wu, Hongyu Fu, and Jiajing Wang, Journal of Advertising Research, Digital First, July 2018
Significant resources have been devoted to educating the public about the danger of driving under the influence of alcohol, including antidrunk-driving advertising.
Research Paper
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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.
Research Paper
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Nathalie Dens, Patrick De Pelsmacker, Peter Goos, Leonids Aleksandrovs and David Martens, International Journal of Market Research, Vol. 60, No. 3, 2018, pp. 268-287
This study proposes a novel methodology, mixture-amount modeling (MAM), to investigate cross-media advertising synergy based on consumers' media usage.
Research Paper
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Haiyan Hu and Cynthia R. Jasper, Journal of Advertising Research, Vol. 58, No. 2, 2018, pp. 151-164
A satisfying shopping experience is critical to a mall's ability to draw crowds and to its effectiveness as a marketing medium.
Research Paper
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IAB Europe Research Awards, Brand Advertising Effectiveness, Highly Commended, 2018
Inskin Media, an advertising technology company, launched a campaign in the UK to highlight (potential) implications of detaching measurement from objectives, and investigate the relationship between viewability, visual engagement and effectiveness.
Case Study
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Deem Muratov, Irina Kulikova, Maria Kotova, Yury Samoylenko, WARC Awards, Entrant, Effective Innovation, 2018
Volkswagen Group Russia launched an integrated campaign focusing on the benefits of laser welding for the Polo model, leading to significant sales growth.
Research Paper
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Joe Phua, Journal of Advertising Research, Digital First, May 2018
This study examined exposure to three types of e-cigarette marketing—sponsored advertisements, brand pages, and user-created groups—on social networking sites and their influence on health-related outcomes.
Research Paper
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Surbhi Minocha and Vasudha Kumar, ESOMAR, APAC, 2018
Kantar India, the Data Investment Management division of WPP, shares its end-to-end framework for conducting consumer-pricing research and explains how conventional methods do not provide a reliable solution.
Research Paper
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Joaquim Bretcha, Oriol J. Bosch and Ezequiel Paura, ESOMAR, APAC, 2018
Advises researchers and practitioners about the advantages and limits of using artificial intelligence (AI) to facilitate the implementation of innovative survey response formats.
Research Paper
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Karan Kumar and Surabhi Talwar Sekhar, ESOMAR, APAC, 2018
Fabindia, an Indian retail store, used data research and insights to make large business-level changes for its ambitious growth target.
Research Paper
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Morgan E. Ellithorpe, Michael Hennessy, and Amy Bleakley, Journal of Advertising Research, Digital First, April 2018
Black-oriented media, content with predominantly Black casts or racial themes, is marketed primarily toward Black audiences, but how audiences perceive such targeting is unclear.
Research Paper
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Oriol J. Bosch and Ezequiel Paura, ESOMAR, Latin America, 2018
Details the research that Netquest, an online fieldwork company, carried out into analysing the impact of image recognition in surveys throughout Mexico and Spain.
Research Paper
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Marcello Garritano and Priscila Tavares, ESOMAR, Latin America, 2018
Explains how LATAM Airlines Brazil, a leading airline in Latin America, took a fresh approach to the way that market research is conducted in the airline industry by redesigning a brand tracker and translating insights into actions.
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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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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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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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.
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.
