International Journal of Market Research最新文献_第4页

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":null,"pages":null},"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":null,"pages":null},"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

Thematic analysis of observed interviewer misbehaviours: An audit approach 观察到的面试官不当行为的专题分析:审计方法

4区管理学

International Journal of Market Research Pub Date : 2023-10-17 DOI: 10.1177/14707853231206356

Loo Seng Neo, Kelly Tan, Heng Hong Tan, Edrea Teo, Lay Ling Ng, Wei Liang Tan

引用次数: 0

Old world assessment of new world provenance cues: An Italian perspective 旧大陆对新世界产地线索的评估:意大利视角

4区管理学

International Journal of Market Research Pub Date : 2023-09-15 DOI: 10.1177/14707853231202759

Lara Agnoli, Steve Charters, Denton Marks, Valeriane Tavilla

引用次数: 0

How to signal product variety on pack: an investigation of color and image cues 如何在包装上显示产品的多样性:对颜色和图像线索的调查

4区管理学

International Journal of Market Research Pub Date : 2023-09-14 DOI: 10.1177/14707853231201852

Ella Ward, Jenni Romaniuk, Giang Trinh, John Dawes, Virginia Beal

{"title":"How to signal product variety on pack: an investigation of color and image cues","authors":"Ella Ward, Jenni Romaniuk, Giang Trinh, John Dawes, Virginia Beal","doi":"10.1177/14707853231201852","DOIUrl":"https://doi.org/10.1177/14707853231201852","url":null,"abstract":"Line Extensions are among the most common form of product launch in packaged goods markets. As part of this process, brand managers must decide the visual design of the new variant’s packaging. To inform this decision making, this research aims to empirically quantify the efficacy of using colors versus images as signals of product variety on pack. We compare the use of color on 576 packs with perceptions of 1,853 category buyers across three categories in the USA. We find that for 84% of variant types, marketers use common colors to signal variety on pack, while consumers perceive that only 56% of variant types are represented by a particular color. Of greater concern, the colors used in practice and those expected by consumers align in only 16% of cases. By comparison, images are linked to variant types to a significantly greater extent (39% of cases). This suggests images are a stronger and more explicit signal of product variety than color. There are multiple implications arising from this study. It expands scholarly research on the use of colors in product extensions and, at the same time, provides a series of valuable benchmarks for industry practice in the portfolio management domain.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-09-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134911009","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

Exploring the post-COVID lipstick effect: A short report 探索新冠肺炎后口红效应：一份简短报告

IF 3 4区管理学

International Journal of Market Research Pub Date : 2023-09-07 DOI: 10.1177/14707853231201856

Aurore Bardey, Daniel Almaguer Buentello, Jekaterina Rogaten, Anastasiia Mala, Ameerah Khadaroo

{"title":"Exploring the post-COVID lipstick effect: A short report","authors":"Aurore Bardey, Daniel Almaguer Buentello, Jekaterina Rogaten, Anastasiia Mala, Ameerah Khadaroo","doi":"10.1177/14707853231201856","DOIUrl":"https://doi.org/10.1177/14707853231201856","url":null,"abstract":"The ‘lipstick effect’ has been referred to as increased sales of beauty products post-crisis. The phenomenon happened after the Great Recession of 2007–2009 and even after the Great Depression of the 1930s. To date, no research focused on studying the post-Covid lipstick effect. Our study aimed to explore and quantify the post-Covid lipstick effect, with three studies exploring the long impact of the pandemic on clothing and beauty practices. Using qualitative analysis, Study 1 showed an impact of the first two lockdowns on fashion and beauty practices in women but not in men. Female students spent considerable time exploring their relationship with fashion and beauty products with a link to self-identity, while male students did not change their fashion and beauty practices. Our Study 2 showed that female participants chose a more vivid and wider range of colours since the Covid pandemic. Our Study 3 highlighted that female participants used a lower quantity with less frequent makeup since Covid. Our report highlighted, for the first time, a specific lipstick effect post-Covid, namely the ‘self-centred lipstick effect’.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2023-09-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47320988","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 Untested Assumption: Can a Net Promoter Study Be Used to Improve Net Promoter Score? 未经检验的假设：网络推广者研究可以用来提高网络推广者得分吗？

IF 3 4区管理学

International Journal of Market Research Pub Date : 2023-09-07 DOI: 10.1177/14707853231198780

Lance A. Bettencourt, Mark B Houston

{"title":"The Untested Assumption: Can a Net Promoter Study Be Used to Improve Net Promoter Score?","authors":"Lance A. Bettencourt, Mark B Houston","doi":"10.1177/14707853231198780","DOIUrl":"https://doi.org/10.1177/14707853231198780","url":null,"abstract":"Despite scholarly critiques, use of the Net Promoter Score (NPS®) continues to grow in popularity among firms. Even researchers who criticize NPS recognize its potential for predicting desirable customer behaviors and revenue growth. However, a firm’s goal in measuring NPS is not to simply assess it, but to be empowered to improve that score. This goal begs an important question: Does a “net promoter” study provide the insights that a firm needs to improve their NPS? The critical, but untested, assumption in NPS use is that the insights gained from open-ended customer comments in a net promoter study can be used to set improvement priorities that will increase future NPS likely-to-recommend ratings. Through two distinct studies, one in a business-to-business context with auto dealership decision-makers and one in a business-to-consumer context with vehicle repair customers, we investigate this assumption. Our results reveal that the critical untested assumption of a net promoter study is questionable. The convergence is low to moderate between open-ended priorities from a net promoter study and predictors of the standard ‘likely-to-recommend’ NPS question. We also find that the convergence between customers’ open-ended priorities and their stated and derived priorities from closed-ended responses is higher for NPS detractors and passives than promoters, but it is still only moderate. The strength of this convergence of priorities is also impacted by the wording of the questions used to elicit customers’ open-ended priorities. Firms using open-ended comments to set priorities should ask customers, especially detractors, to identify areas for improvement. In addition, they should supplement open-ended customer feedback with closed-ended questions to get customers’ performance ratings in relation to their specific needs.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2023-09-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48645611","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

Investigating respondents’ willingness to participate in video-based web surveys 调查受访者参与基于视频的网络调查的意愿

IF 3 4区管理学

International Journal of Market Research Pub Date : 2023-09-01 DOI: 10.1177/14707853231198788

Jan Karem Höhne, Conrad Ziller, Timo Lenzner

{"title":"Investigating respondents’ willingness to participate in video-based web surveys","authors":"Jan Karem Höhne, Conrad Ziller, Timo Lenzner","doi":"10.1177/14707853231198788","DOIUrl":"https://doi.org/10.1177/14707853231198788","url":null,"abstract":"Recent developments in communication technology and changes in people’s communication habits facilitate new data collection forms in web surveys. Technical devices, such as computers, tablets, and smartphones, enable researchers to rethink established communication forms and add a human touch to web surveys. Designing web surveys more human-like has the great potential to make communication between researchers and respondents more natural, which may result in higher survey satisfaction and data quality. Considering the existing survey literature, there are only a few studies investigating respondents’ willingness for new communication forms in web surveys. Hence, in the present study, we explore respondents’ willingness to take part in web surveys to have interviewers read questions via pre-recorded videos (question delivery) and in which respondents provide their answers orally via self-recorded videos (question answering). We included two willingness questions – one on question delivery via pre-recorded videos and one on question answering via self-recorded videos – in the non-probability SoSci panel in Germany. The results reveal that respondents’ willingness to have questions read by interviewers is higher than their willingness to self-record video answers. Believing that technology facilitates communication and perceiving the survey as being interesting increases willingness, whereas evaluating the survey topic as sensitive decreases willingness. Personality traits do not play a role when it comes to respondents’ willingness, except for extraversion.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2023-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44777289","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