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News

SINGAPORE: Consumers can’t be trusted when it comes to reporting their own behaviour and marketers should look beyond traditional surveys, according to an industry expert.

Research Paper

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

Academic researchers tend to use multiple items to measure a construct reliably, whereas practitioners tend to use single-item measures.

Article

This article offers insights into the online behaviours of consumers in Japan and Taiwan, and whether traditional consumer surveys need include passive tracking data.

Article

In this viewpoint, the author looks at opinion polls and their varying success in the wake of several global elections and referendums.

Article

This article summarises the insights from a series of key papers addressing audience measurement, the quantifying of the number of people exposed to advertising across any given media; this includes radio listenership, TV viewing, newspaper and magazine readership, and traffic on websites.

Research Paper

Using a web survey experiment, this study examines measurement comparability between two radio button questions (fully labelled and endpoint labelled) with slider questions.

Article

This event report looks at how UK retailer Marks & Spencer is using location-based marketing to boost footfall and sales at its stores.

Research Paper

This article examines what went wrong with pre-election polls for the 2016 U.S. presidential election and offers solutions to restore credibility to survey methods.

Article

This article details how audience measurement methodologies are adapting to the growth of digital access in a range of media, including TV, radio, print and out of home.

Case Study

This case study shows how Advanced, a business solutions provider, used fairy-tales to position itself as the market's saviour in the UK.

News

NEW YORK: Elections provide the forum where research and polling get the most exposure, and while flawed 2016 forecasts in the US and UK delivered powerful blows to the credibility of the practice, the main issue seems to be one of "pilot error".

Article

This article provides marketers with information about how to balance long-term and short-term strategies.

Research Paper

This paper describes how, based upon item response theory (IRT) and its differential item functioning (DIF), two studies were designed to address two important issues – adopting effective items or inviting proper respondents – involved in the identification of successful new concepts, to test new concepts with different levels of newness.

Research Paper

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

This paper measures how the impact of positive and negative word of mouth (PWOM, NWOM) is related to the receiver’s intention to purchase brands, using shift in the intention to purchase as the measure of impact.

Research Paper

This paper examines whether the use of split questionnaire design can improve survey response, data quality, efficiency and participant experience in the APAC region.

Case Study

This case study explains how J7 Tonus, a Russian drinks brand owned by PepsiCo, used a receipt promotion to increase sales.

Research Paper

This paper describes research that explores whether consumer decision-making, in relation to shopping across different categories and seven national markets, is influenced by culture.

Research Paper

This paper describes a research method used in Latin America involving automated telephone interviews combined with a semantic analysis of the output.

Research Paper

This paper explores how Etihad Airways, a UAE airline, looked at digital adoption in the Middle East and how it will change understandings of consumers.

Research Paper

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.

Research Paper

This paper investigates whether a 'wisdom of the crowd' approach might offer an alternative to recent political polls that have raised questions about survey data quality.

Research Paper

This paper explores strategies on how to best balance expanding survey length with the need for concise, relevant and engaging surveys, deployed in a device agnostic format.

Research Paper

This paper describes a survey based on SMS messaging, presenting details of the tests and pilots undertaken, the practical difficulties found and overcome, as well as an examination of the differences found between the CATI and SMS elements of the survey.