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Article

Provides an overview of optimizing mobile market research, including data about the extent of its use, as well as recommendations and best practice.

Opinion

GDPR will be implemented within weeks and it is particularly important that market research agencies understand its implications.

Research Paper

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

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

In this article, we report the results of a study that tested a values-based method of predicting political election results.

Article

Marketing researchers must strive to enhance the emerging slate of digital tools at their disposal while also retaining the most valuable techniques from the industry's past.

Article

Advertiser effort signals brand ability and commitment, which leads to beneficial effects on consumers.

Article

Provides marketers with key best practices on planning an effective sports sponsorship strategy, which is dependent on a rigorous strategic planning process to ensure effective targeting.

Research Paper

This study builds on entertainment and transportation theories and empirically tests a model that incorporates the effects of entertainment motives and attitudes.

Research Paper

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

Building on source-credibility theory, the authors tested a structural model for advertisers and scholars to explain brand outcomes of celebrity endorsement.

Article

Radiocentre, the industry body to promote greater use of radio advertising on UK commercial radio, launched a new campaign measurement and benchmarking initiative, Radiogauge, ten years ago.

Article

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.

Article

A proliferation of customer-supplier touchpoints and social technologies allowing consumers to make their voices heard offer huge amounts of potential data about those consumers to enable businesses to optimise their customer experiences.

Research Paper

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

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

Cornerstone, the subscription-only male grooming brand, became the largest brand of its category in the UK through a strong and meaningful design.

Research Paper

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.

News

PARIS: Following a hugely successful Instagram campaign that showed how easy it was to miss the signs of alcoholism, a French addiction support organisation, Addict’Aide, needed to continue the story; through an immersive experience, the 2017 ...

Article

Discusses how Addict’Aide, a French organisation that raises awareness about any kind of addiction such as drugs, alcohol or gambling, gained global visibility in 2017 with its 'Like My Addiction' campaign and created a follow-up campaign, Le Secret de Laurence.

Article

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

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

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

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.

News

SHANGHAI: Marriott, the US hotel chain, has found itself at the receiving end of official Chinese anger after a Mandarin-language questionnaire emailed to its loyalty program customers listed Tibet and other territories as independent countries.