International Journal of Market Research最新文献_第3页

How important is the in-store environment for new brands? 店内环境对新品牌有多重要？

IF 3 4区管理学

International Journal of Market Research Pub Date : 2023-12-14 DOI: 10.1177/14707853231219419

Rachel Fuller, Samantha Hogan, Simon Pervan

{"title":"How important is the in-store environment for new brands?","authors":"Rachel Fuller, Samantha Hogan, Simon Pervan","doi":"10.1177/14707853231219419","DOIUrl":"https://doi.org/10.1177/14707853231219419","url":null,"abstract":"New brand launches are notoriously risky, with high failure rates. Yet, most research focuses on the out-of-store factors inherent to their success/failure, overlooking strategies that can be employed in-store. The present research addresses this oversight by examining the influence of two in-store factors, distraction and shelf position, and their impact on a new brand’s visibility on the shelf. We draw on a unique data set featuring a real-life new brand entrant into the Australian market. Using an experimental design in a shopper laboratory, and mobile eye-tracking, we find that the new brand stands a greater chance of being noticed and visually attended to on the shelf when shoppers are distracted. This is attributed to shoppers dwelling longer in front of the fixture, being more open to new-to-the-consumer brands, and by negatively affecting the top-down processing of existing brands on the shelf. We also find that optimising shelf position, which is a common in-store marketing tactic for existing brands, may not produce the same return on investment for a new brand. The findings offer valuable theoretical and practical implications for improving the success rates of new brand launches, including selection of distribution channels, allocation of marketing resources, and the interplay between in-store and out-of-sore factors driving shopper behaviour.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":"10 11","pages":""},"PeriodicalIF":3.0,"publicationDate":"2023-12-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138971147","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

The effective nature of projective techniques in political brand image research 政治品牌形象研究中投射技术的有效性

IF 3 4区管理学

International Journal of Market Research Pub Date : 2023-12-14 DOI: 10.1177/14707853231220301

Dawood Khan, C. Pich, L. Spry

{"title":"The effective nature of projective techniques in political brand image research","authors":"Dawood Khan, C. Pich, L. Spry","doi":"10.1177/14707853231220301","DOIUrl":"https://doi.org/10.1177/14707853231220301","url":null,"abstract":"This study explores the effectiveness of qualitative projective techniques to explore the corporate political brand image of Pakistan Tehreek-I-Insaf party [PTI] from a multiple-stakeholder perspective. This study addresses core gaps in projective techniques research of eliciting responses from a large cross-section of multiple stakeholders in varied non-western contexts. A qualitative interpretivist approach was adopted. More specifically, expressive projective techniques were embedded within focus group discussions. Nine focus group discussions (comprising 37 participants) were carried out in Karachi and Lahore (Pakistan) from June to November 2020. Each focus group lasted 60 to 90 minutes. A six-phased contextualist thematic analytical approach was employed to interpret the findings generated from the projective techniques and subsequent discussions. Projective techniques were established as an efficient and effective tool for exploring corporate political brand image research in Pakistan. The leadership element of the corporate political brand trinity was revealed to be larger than policies and party and it had both positive associations as well as being perceived as opportunistic. Policies were associated with dissatisfaction and incompetence whereas, the party element of the brand was viewed as ineffective and a subordinate brand. This study addresses explicit calls for further insights and research on the use of projective techniques in dynamic contexts and settings. In addition, this research adds to the limited understanding of the choice of stimuli and appraisal of projective techniques. Finally, this study provides a systematic ten-step guide entitled the projective techniques toolkit which outlines how to successfully conduct research using projective techniques. This research and developed toolkit will benefit practitioners and academics alike.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":"2015 9","pages":""},"PeriodicalIF":3.0,"publicationDate":"2023-12-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139001785","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

The Net Promoter Score interrogated through a services marketing lens: Review and recommendations for service organizations 从服务营销的角度审视 "净推荐值"：对服务机构的审查和建议

IF 3 4区管理学

International Journal of Market Research Pub Date : 2023-12-09 DOI: 10.1177/14707853231218605

Hazel Lacohee, A. Souchon, Peter Dickenson, Louise Krug, Fabrice Saffre

{"title":"The Net Promoter Score interrogated through a services marketing lens: Review and recommendations for service organizations","authors":"Hazel Lacohee, A. Souchon, Peter Dickenson, Louise Krug, Fabrice Saffre","doi":"10.1177/14707853231218605","DOIUrl":"https://doi.org/10.1177/14707853231218605","url":null,"abstract":"The Net Promoter Score (NPS) is used by many service organizations as a key customer loyalty metric and driver of growth. Yet, despite its widespread adoption and consequent benchmarking benefits, the methodological soundness and usefulness of NPS has been questioned. Compounding these problems, few guidelines on NPS enhancement strategies exist, since research on antecedents to NPS remains elusive. The combination of (a) questionable research underpinning the original proposal for NPS, and (b) an under-researched nomological net, creates an unfortunate paradox, whereby service organizations strive to raise a score that may or may not lead to organizational success, with little evidence-based knowledge on how to raise this score strategically. To address this, we utilize a guiding framework to interrogate NPS though a services marketing lens. We use this framework to underpin a critical review of NPS as it applies to service organizations, and through the review, identify and discuss ten NPS interrogations. We then propose recommendations that address each of these to enhance further knowledge development and improve ongoing practice of NPS by service organizations.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":"2 4","pages":""},"PeriodicalIF":3.0,"publicationDate":"2023-12-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138585918","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

An empirical study of the relationship between perceived value and the net promoter score: Application to specialized retail chains 感知价值与净促销员得分之间关系的实证研究：专业连锁零售店的应用

IF 3 4区管理学

International Journal of Market Research Pub Date : 2023-12-06 DOI: 10.1177/14707853231219422

L. Maubisson, Rémi Mencarelli, A. Rivière

引用次数: 0

Should Net Promoter Score be supplemented with other customer feedback metrics? An empirical investigation of Net Promoter Score and emotions in the mobile phone industry 净促进者得分是否应辅以其他客户反馈指标？移动电话行业净促进者得分与情感的实证调查

IF 3 4区管理学

International Journal of Market Research Pub Date : 2023-12-05 DOI: 10.1177/14707853231219648

Steffen Müller, Roger Seiler, Melanie Völkle

引用次数: 0

Accuracy and practical considerations in an RDD text-to-web survey RDD 文本到网络调查的准确性和实际考虑因素

IF 3 4区管理学

International Journal of Market Research Pub Date : 2023-12-05 DOI: 10.1177/14707853231219956

Sebastian Kočar

{"title":"Accuracy and practical considerations in an RDD text-to-web survey","authors":"Sebastian Kočar","doi":"10.1177/14707853231219956","DOIUrl":"https://doi.org/10.1177/14707853231219956","url":null,"abstract":"This study investigates the accuracy of a survey that combines smartphone completion, random digit dialing (RDD), and text message invitation to a web survey. A benchmarking study was conducted using 26 questionnaire items from a survey on wellbeing, health, and life in general. Additionally, methodological, technical, ethical, and cost considerations of this relatively new approach to web survey data collection were investigated, compared to previous research findings, and discussed with an aim to propose practical solutions. Ultimately, average errors in this survey were compared to average errors in three other probability samples and one nonprobability online panel sample (i.e., reference samples) using nationally representative benchmarks from high-quality government data sources. The results showed that the sample used in this study was similarly accurate to the reference samples from a different benchmarking study. Based on these findings, a very low response rate in the RDD text-to-web survey did not appear to introduce significant nonresponse bias for a majority of survey items, and all large errors can be explained. Hence, in countries where prior consent to text messages is not required, RDD text-to-web should be considered as a cost- and time-effective alternative to probability- and nonprobability-based online panel surveys, telephone, or interactive voice response surveys, and used in market, public opinion, and social research.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":"94 13","pages":""},"PeriodicalIF":3.0,"publicationDate":"2023-12-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138599844","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

NPS from the customer’s perspective: The influence of the recent experience 客户视角下的NPS:近期经历的影响

4区管理学

International Journal of Market Research Pub Date : 2023-11-14 DOI: 10.1177/14707853231214188

Jonna Pechter, Andres Kuusik

{"title":"NPS from the customer’s perspective: The influence of the recent experience","authors":"Jonna Pechter, Andres Kuusik","doi":"10.1177/14707853231214188","DOIUrl":"https://doi.org/10.1177/14707853231214188","url":null,"abstract":"The Net Promoter Score (NPS) is a popular metric for measuring customer loyalty and is claimed by Reichheld to predict a company’s growth. However, various academic studies provide controversial results regarding its reliability and prediction powers. This study analyzes how respondents answer the likelihood-to-recommend (LTR) question in different predescribed and validated situations. One thousand participants are presented with situation descriptions that consist of previous and recent experiences with a bank and are asked how they would respond to the LTR question after such an experience. The results indicate that respondents do not always give a high score for good experiences, and a low score for bad experiences. However, with a high number of respondents, the different answering approaches even out, and the NPS results are higher for good than for bad experiences. Additionally, we notice that whereas negative experiences are evaluated as low by all respondents, Generation X and Boomers tend to give lower scores for neutral and positive experiences. Those with lower income and basic education give lower scores for neutral experiences. The recent experience influences the customer’s likelihood of recommending more than the previous experiences with the company.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":"59 33","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-11-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134901370","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Display of battery items in web and mail surveys: Grids versus item-by-item and radio versus wide buttons 在网络和邮件调查中显示电池项目:网格vs逐项，无线电vs宽按钮

4区管理学

International Journal of Market Research Pub Date : 2023-10-28 DOI: 10.1177/14707853231210223

Kristen Olson, Jolene D Smyth, Angelica Phillips

{"title":"Display of battery items in web and mail surveys: Grids versus item-by-item and radio versus wide buttons","authors":"Kristen Olson, Jolene D Smyth, Angelica Phillips","doi":"10.1177/14707853231210223","DOIUrl":"https://doi.org/10.1177/14707853231210223","url":null,"abstract":"How to display questions that are part of a battery in self-administered surveys is an important decision. Battery items may be displayed in a grid in a mail survey or computer web survey, but are often displayed as individual items on mobile devices. Although past research has compared grids to item-by-item displays in computer and mobile web surveys, almost no work has compared these displays in mail surveys. Additionally, many web survey templates use wide rectangular buttons to select response options in individual items using a mobile-optimized design, different from the standard round answer space format typically used in mail surveys. In this study, we experimentally test grid versus item-by-item displays and round radio buttons versus wide rectangular buttons for battery items in a probability-based general population mixed-mode mail + web survey of adults in Nebraska. Consistent with past research, we find that item-by-item displays reduce straightlining rates compared to grid designs. We also find that respondents are less likely to select the last two response categories in the item-by-item displays than in the grid displays. Smartphone and computer web respondents have higher item nonresponse rates than mail respondents, and web respondents have lower straightlining rates than mail respondents, accounting for respondent characteristics. Reassuringly, there is no difference in data quality outcomes across radio button versus wide button formats. These findings replicate past research that item-by-item displays reduce straightlining but may shift answer categories. These findings suggest that questionnaire designers can combine round radio button answer spaces on mail surveys with wide buttons on web surveys on battery items with little difference in data quality.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":"28 4","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136159417","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

The Transmission of Advertising by Word of Mouth 通过口碑传播广告

4区管理学

International Journal of Market Research Pub Date : 2023-10-27 DOI: 10.1177/14707853231209898

Robert East

引用次数: 0

From Research to Action: Enhancing Net Promoter Score Utilization in Managerial Practice 从研究到行动:在管理实践中提高净推荐值的利用率

4区管理学

International Journal of Market Research Pub Date : 2023-10-26 DOI: 10.1177/14707853231209893

Sven Baehre

引用次数: 0