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Are self-description scales better than agree/disagree scales?

Research Paper • Jerry Timbrook, Jolene D Smyth, and Kristen Olson, Int. Journal of Market Research, Vol. 63, No. 2, 2021, pp. 201-215

Questions using agree/disagree (A/D) scales are ubiquitous in survey research because they save time and space on questionnaires through display in grids, but they have also been criticized for being prone to acquiescent reports.

From customer satisfaction to customer experience: From traditional satisfaction research to customer experience in a hybrid real-time model

Research Paper • Flávia Lage, Marco Antonio Gomes and Karen Russi, ESOMAR Conference papers, Latin America, 2020

Banco do Brasil, an asset management company, designed a series of feedback collection KPIs to offer a personalised customer research experience and improve feedback quality in Brazil.

Staying in the middle or avoiding extremes? A test of the effect of rating scale length in advertising research with Chinese consumers

Research Paper • Cong Li, Gunwoo Yoon, and John Petit, Int. Journal of Market Research, Vol. 62, No. 4, 2020, pp. 418-431

Given the rapid growth of many Asian economies in recent years, Asian advertising research is attracting increasing attention.

Face-to-face with uncertainty: Moving qualitative research through and beyond COVID-19

Article • Drago Djourov, WARC Best Practice, May 2020

Researcher Drago Djourov outlines how online methods can help brands make sense of what’s happening right now but makes the case for why we need to go back to face-to-face research post COVID-19.

Let’s put a smile on that scale: Findings from three web survey experiments

Research Paper • Tobias Gummer, Vera Vogel, Tanja Kunz and Joss Roßmann, Int. Journal of Market Research, Vol. 62, No. 1, 2020, pp. 18-26

Graphical symbols such as smileys and other emoticons are prevalent in everyday life. Paralleling their increasing use in private text messaging and even in business communication, smileys and other emoticons also have been used more frequently in surveys.

The possible benefits of reporting percentage point effects

Research Paper • George Terhanian, Int. Journal of Market Research, Vol. 61, No. 6, 2019, pp. 635-650

Many academic researchers regard logistic regression as the preeminent analytic approach for modeling binary outcomes.

What you see as an advertiser is NOT what the audience really gets

Research Paper • Dmitry Gaiduk, ESOMAR Conference papers, Fusion, 2019

Complementing survey research with non-conscious tools allows researchers to gain a better understanding of what really drives consumer decisions: emotions, biases and stereotypes.

Controlling social desirability bias

Research Paper • Ronald B. Larson, Int. Journal of Market Research, Vol. 61, No. 5, 2019, pp. 534-547

Social desirability bias can change the results from marketing experiments and surveys. However, there are few illustrations that show how serious social desirability bias can be.

Qualitative semiotics: Can we research consumer meaning-making?

Research Paper • Chris Barnham, Int. Journal of Market Research, Vol. 61, No. 5, 2019, pp. 478-491

The notion of "meaning" is central to marketing because it is only through the making of meaning that "added value" can be created.

The world after CAWI. Are we at the threshold of a new era of research? Bots as a tool for data collecting

Research Paper • Anna Martenka, Salomea Świerkowska and Tomasz Dulinicz, ESOMAR Conference papers, Congress, 2019

Play, a Polish telecommunications brand, addresses how new communication technologies, especially chatbots and voice assistants, can be used to gain knowledge about consumers.

Integrating Digital Conversations: Laying it on thick with social intelligence

Research Paper • Ellie Osborne and Oliver Roberts, ESOMAR Conference papers, Fusion, 2018

GlaxoSmithKline, a pharmaceutical company, used social listening to collect data findings that were grounded on naturally occurring consumer conversations about athlete's foot in the US and South Korea.

Alternative methods for selecting web survey samples

Research Paper • Melanie Revilla and Carlos Ochoa, Int. 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.

Examining survey response styles in cross-cultural marketing research: A comparison between Mexican and South Korean respondents

Research Paper • Christoph Beuthner, Maren Friedrich, Carsten Herbes and Iris Ramme, Int. 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.

Low engagement? Exploring artificial intelligence techniques to enhance survey experience

Research Paper • Joaquim Bretcha, Oriol J. Bosch and Ezequiel Paura , ESOMAR Conference papers, 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.

On the myth of reported precision in public opinion polls

Research Paper • Robert A. Peterson, Int. 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.

Trap questions in online surveys: Results from three web survey experiments

Research Paper • Mingnan Liu and Laura Wronski, Int. 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.

From analyst to simulation architect: the gamification of MR

Article • Brian Carruthers, Event Reports, MRMW Europe, November 2017

Market research is changing; questionnaires lead to professional respondents rather than the true target audience – the solution for some has been to rethink research through gamifications and simulations of real world situations.

Are we getting worse at political polling? Analysis of historical polling errors in elections

Research Paper • Jon Puleston, ESOMAR Conference papers, Congress, 2017

This paper is a summary of analysis of an international database of over 30,000 polls from 473 elections between 1936 and 2017, to assess accuracy trends within opinion polling in light of recent criticism.

Using mobile for market research in Africa: Insight on incentive-driven behaviour

Research Paper • Harman Johar and Al Ismaili, ESOMAR Conference papers, Congress, 2017

This paper provides key learnings for the use of mobile surveys in developing markets, particularly Africa, and is based on a series of experiments in Kenya exploring how best to use incentives.

Head Or Heart: The Conflicts of Political Polling

Article • Alex Wheatley, WPP Atticus Awards, Grand Prix, 2017

This article looks at whether it is possible to ascertain the right questions to ask the right people in order to make a prediction in political polling.

Survey flaws obscure true insights

News • 03 August 2017

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.

How consumers shop online in Japan and Taiwan

Article • Low Lai Chow, Event Reports, MRMW Asia-Pacific, June 2017

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

What Survey Researchers Can Learn from the 2016 U.S. Pre-Election Polls: How to Fine-Tune Survey Methods and Restore Credibility

Research Paper • George Terhanian, Journal of Advertising Research, Vol. 57, No. 2, 2017, pp. 182-189

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.

Political polling issues are "pilot error"

News • 08 June 2017

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".

Picking winners: new product concept testing with item response theory

Research Paper • Chunyu Li, Ling Peng and Geng Cui, Int. Journal of Market Research, Vol. 59, No. 3, 2017, pp. 335-354

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.

What we know about survey and questionnaire design

Article • WARC Best Practice, May 2021

Current thinking and writing on the subject of designing surveys to make the questions most conducive to accurate, useful answers and better quality data.
The brand strategy toolkit: The Kano Model

Article • Nick Liddell, WARC Exclusive, December 2020

Developed in 1984 by Japanese Professor Noriaki Kano, The Kano Model classifies the features of a brand experience into five categories, depending on their ability to drive customer satisfaction.
Changing touchpoint influence and relevance as a result of the pandemic

Article • Eric Dherte, WARC Exclusive, October 2020

This research looks at 36 touchpoints for 18 non-alcoholic drinks brands through a methodology that evaluates the relative influence of each touchpoint.
What we know about gamification as a research method

Article • WARC Best Practice, September 2020

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.
#ShowUs for Dove

Research Paper • MRS Awards, Finalist, MRS Award for International Research, 2019

Dove, a personal care brand owned by Unilever, launched Project #ShowUs in the UK, a free-to-access database of over 5000 images, offering an inclusive vision of beauty to media and advertisers which was informed by collected data.
Augmented reality: An ally for digital marketing research

Research Paper • Cristina Leo and Francisco Calixto, ESOMAR, Latin America, 2020, pp. 0-0

This paper examines the use of augmented reality (AR) to enhance a study into the price perception of products when viewed online as opposed to in the flesh.