International Journal of Market Research最新文献_第7页

To See the Invisible: An Empirical Comparison of Methods for Text-Based Sentiment Analysis of Online Contents From People With Autism Spectrum Condition 看到看不见的:基于文本的自闭症谱系患者在线内容情感分析方法的实证比较

IF 3 4区管理学

International Journal of Market Research Pub Date : 2023-02-21 DOI: 10.1177/14707853231158605

Kuan-Chou Ko, Shian-Ko Liu, Chih-Ping Wei, Jia-Shiuan Hsieh, Ren-Han Yang

{"title":"To See the Invisible: An Empirical Comparison of Methods for Text-Based Sentiment Analysis of Online Contents From People With Autism Spectrum Condition","authors":"Kuan-Chou Ko, Shian-Ko Liu, Chih-Ping Wei, Jia-Shiuan Hsieh, Ren-Han Yang","doi":"10.1177/14707853231158605","DOIUrl":"https://doi.org/10.1177/14707853231158605","url":null,"abstract":"With the growing awareness of autism, more and more organizations tried to adapt their service offerings to the special needs of autistic groups. However, the extant relevant research in marketing is still limited, and lacks empirical evidence from the field as well as affective measures. Thus, we explore a secondary research method that is able to capture affective states of autistic people. This research aims to solve two critical assumption questions relevant to the feasibility to utilize online secondary data here: (1) How to efficiently discriminate autistic groups from neurotypical people among a huge amount of unstructured online data, given that the autistic identity is usually unlabeled and invisible? (2) Do the online contents by autistic groups provide good diagnosticity for sentiment analysis, given that many studies in this area doubted the emotional processing ability of autistic people? In our case study, we focused on people who were diagnosed with autism and successfully identified 664 autistic individuals, and then collected their user-generated content on Reddit. In the end, we collected 9305 sentences in 842 posts for sentiment analysis. Based on the results of three content analysis methods in our case study, we recommend a hybrid method that involves a collaboration between human coders and AI-enabled analysis. We provide a detailed procedure about how to implement this method, and also metrics that help to evaluate the analysis results. This method can significantly improve the efficiency of the coding process with an acceptable loss of data points, which solves the first assumption question. This paper further shows that autistic groups would provide emotional information in an online environment but in a different behavioral pattern at the aggregate level, which solves the second assumption question and is initial evidence to encourage future empirical research on autistic consumers to include emotional factors.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2023-02-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45871559","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: 1

Methodologies for researching marginalised and/or potentially vulnerable groups 研究边缘化和/或潜在弱势群体的方法

IF 3 4区管理学

International Journal of Market Research Pub Date : 2023-02-10 DOI: 10.1177/14707853231155238

Clifford Lewis, Michael Mehmet, S. Quinton, N. Reynolds

引用次数: 1

Methodological Challenges in Energy Poverty Research 能源贫困研究中的方法论挑战

IF 3 4区管理学

International Journal of Market Research Pub Date : 2023-02-09 DOI: 10.1177/14707853231155393

Ute Dubois, Anca Sinea

引用次数: 2

Insights on Metrosexuality and Consumption for Marketers in South-East Europe 东南欧营销人员对都市性和消费的见解

IF 3 4区管理学

International Journal of Market Research Pub Date : 2023-01-20 DOI: 10.1177/14707853231151880

Vasileios Magklaras, Alexandros Kapoulas, Natyra Xharavina, G. Miaoulis

{"title":"Insights on Metrosexuality and Consumption for Marketers in South-East Europe","authors":"Vasileios Magklaras, Alexandros Kapoulas, Natyra Xharavina, G. Miaoulis","doi":"10.1177/14707853231151880","DOIUrl":"https://doi.org/10.1177/14707853231151880","url":null,"abstract":"This article explores the emergence of metrosexuals among millennial men in five South-East Europe (SEE) countries and their subculture of consumption. It qualitatively studies their beliefs about masculinity and metrosexuality, and it identifies their purchasing behaviours’ of grooming products online and offline by employing digital extended self-theory to provide strategic guidance for marketers and new insights for academics. This qualitative study includes ten semi-structured in-depth interviews and one hundred qualitative open-ended questionnaires. Additionally, it employs netnography to analyze the subculture of consumption of male metrosexuality in two representative blogs. The findings reveal that SEE millennial men embrace a dual identity, a traditional masculine identity, which co-exists with their metrosexuality, creating an emotional conflict as they differ along an accepted to extreme continuum. Metrosexual men are heavy users of personal grooming products favouring online purchasing (1) due to the frequent lack of retail availability in SEE countries and (2) their sense of embarrassment––the underlying emotional conflict. This study directly challenges the existing academic literature, which supports the dominance of traditional masculine identity among developing countries. For both marketers and academics, it presents a different market reality. Metrosexual males show a distinctly different self-identity online from offline. Social media provides them with a safe space, which is often subject to public embarrassment in offline settings. These findings have note-worthy implications for marketing practitioners including communication messaging, social media strategy, brand identity and presence, and product development. They provide insights for both practitioners and academics regarding the subculture of consumption of metrosexuals in the historically macho male-dominated SEE regions.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2023-01-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44399407","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: 1

The 5R Guidelines for a strengths-based approach to co-design with customers experiencing vulnerability 5R指南，用于与遇到漏洞的客户进行基于优势的联合设计

IF 3 4区管理学

International Journal of Market Research Pub Date : 2023-01-19 DOI: 10.1177/14707853231151605

Rebekah Russell–Bennett, Nick Kelly, Kate Letheren, Kathleen Chell

{"title":"The 5R Guidelines for a strengths-based approach to co-design with customers experiencing vulnerability","authors":"Rebekah Russell–Bennett, Nick Kelly, Kate Letheren, Kathleen Chell","doi":"10.1177/14707853231151605","DOIUrl":"https://doi.org/10.1177/14707853231151605","url":null,"abstract":"This research note addresses a significant gap in the literature in researching marginalised customers who may potentially experience vulnerability: the need to use a strengths-based approach in designing social marketing research. There has been a (positive) trend in recent decades towards greater inclusion of stakeholders in social marketing research, design and evaluation through the adoption of co-design methods. However, a theoretical issue that has not been adequately addressed within social marketing research (with some exceptions) is that it is possible to use co-design methods in such a way that the language and approaches that are employed serve to further disempower these groups through a deficit-based discourse. This research note uses reflexivity to propose a set of guidelines for how to implement a strengths-based approach when co-designing with customers experiencing vulnerability, specifically from a social marketing perspective. A real-world program in the context of empowering mature women to maintain secure housing is used to illustrate the guidelines.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2023-01-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47066108","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: 2

Exploring young voter engagement and journey mapping across political events 探索年轻选民参与度和政治活动路线图

IF 3 4区管理学

International Journal of Market Research Pub Date : 2023-01-19 DOI: 10.1177/14707853231151890

M. Poorrezaei, C. Pich, G. Armannsdottir, I. Branco-Illodo, John Harvey

{"title":"Exploring young voter engagement and journey mapping across political events","authors":"M. Poorrezaei, C. Pich, G. Armannsdottir, I. Branco-Illodo, John Harvey","doi":"10.1177/14707853231151890","DOIUrl":"https://doi.org/10.1177/14707853231151890","url":null,"abstract":"This interdisciplinary study aims to explore the lived experiences and engagement of young voters from a customer journey perspective. To achieve this, the present study investigates voter engagement journey with various political events (2015 UK General Election, 2016 UK-EU Referendum, 2017 UK General Election and future elections). The authors collected data via phenomenological in-depth interviews with young voters 18–24 years. The results show different engagement journeys and touchpoints. In particular, the findings reveal that (1) young voters were not apathetic of politics as long as they could identify the personal impact of political issues-policies (i.e., sticky customer journey); (2) the ‘voter journey’ is dynamic resulting in stronger engagement yet limited long-term party loyalty; and (3) voters used multiple touchpoints to engage with the political process combining media, voter-led research and interactions with personal networks and political stakeholders (online and off-line). This study puts forward the voter engagement and journey mapping framework which represents a mechanism for researchers and practitioners to gain access into the hidden world of the voter journey and periodically explore levels of engagement across political events. To our knowledge, this is the first study examining customer journeys in a political context and provides insights for political campaign managers to effectively improve voters’ engagement.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2023-01-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41523117","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

Studying Pre-Adolescents: An Autoethnographic Account of a Parent-as-Researcher 研究前青少年:父母作为研究者的自我民族志叙述

IF 3 4区管理学

International Journal of Market Research Pub Date : 2023-01-05 DOI: 10.1177/14707853221150134

Adriana Schneider Dallolio

引用次数: 1

Researching the marginalised bottom of the pyramid in Africa: Lessons and prospects for inclusive, relevant practices 研究非洲被边缘化的金字塔底层:包容性相关实践的教训和前景

IF 3 4区管理学

International Journal of Market Research Pub Date : 2023-01-04 DOI: 10.1177/14707853221147190

Tendai Chikweche, James Lappeman, Paul Egan

引用次数: 0

People with a mild intellectual disability: inclusive research lessons 轻度智障人士:包容性研究课程

IF 3 4区管理学

International Journal of Market Research Pub Date : 2022-12-22 DOI: 10.1177/14707853221145842

Elias Kyriazis, Alan Pomering, Heather Marciano

{"title":"People with a mild intellectual disability: inclusive research lessons","authors":"Elias Kyriazis, Alan Pomering, Heather Marciano","doi":"10.1177/14707853221145842","DOIUrl":"https://doi.org/10.1177/14707853221145842","url":null,"abstract":"In this paper, we present guidelines for researchers working with individuals with mild intellectual disability (MID) based on the challenges and learnings from our University of Wollongong (UOW) Community Engagement Grant (2010) project where we collaborated with representatives from the Disability Sector, Cancer Council NSW and the vulnerable community of people with MID to overcome the difficulties that they face in interpreting mainstream cancer prevention messaging and take ownership of their skin cancer checking behaviour by using co-created resources that could be easily understood and acted upon by the target audience. As a result of our project, nearly 20% of our vulnerable population sample (employees of Greenacres, a disability employment provider) checked themselves for skin cancer spots for the first time after having been given a “What’s that Spot?” book and accompanying resources (bathroom mirror stickers, hand held mirrors). The successful uptake can be directly attributed to the researchers putting aside their assumptions and overcoming the biases (conscious and unconscious) from their academic training to partner with the target population in a respectful manner and genuinely embrace the concept of inclusive research, ensuring that this overlooked and vulnerable group are afforded cancer prevention resources that work for them. This inclusive approach is evidenced by the co-creation of our “thumbs up scale” to overcome the limitations of traditional Likert scale use for our target population. Further, the generation of “trust” between researchers, participants and necessary carers should be at the forefront of all research methodology designs for those wishing to conduct research with members of the MID community.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2022-12-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48420241","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: 1

Diverse research teams: A framework for research review 多样化的研究团队:研究审查的框架

IF 3 4区管理学

International Journal of Market Research Pub Date : 2022-12-18 DOI: 10.1177/14707853221145845

Skye Akbar, Luke Greenacre, Rebecca Defina, Lorraine Garay

{"title":"Diverse research teams: A framework for research review","authors":"Skye Akbar, Luke Greenacre, Rebecca Defina, Lorraine Garay","doi":"10.1177/14707853221145845","DOIUrl":"https://doi.org/10.1177/14707853221145845","url":null,"abstract":"Indigenous groups voices have often been missing from the marketing research collegiate. The Aboriginal and Torres Strait Islander Peoples of the land now known as Australia, for example, are among the most researched peoples in the world (Martin & Mirraboopa, 2003), yet are underrepresented among research practitioners. The present underrepresentation among practitioners is only slowly, and occasionally haphazardly, being addressed by the growing number of more junior Indigenous researchers entering the field. Until greater representation among senior researchers is achieved, research teams are likely to include a mixture of Indigenous and non-Indigenous researchers. Such teams must therefore address a unique combination of power imbalance and minority inclusion in how they work. This need for inclusion can become more challenging for research teams when the research topic addresses issues impacting Indigenous peoples. And while numerous ethical and research guidelines exist for how researchers work with participants who are members of a minority group and are likely to have less power, there are few frameworks addressing how such challenges should be managed for the researchers within a research team. In this paper, we use an action research method to critically reflect on how to manage research teams that include more junior Indigenous researchers whose voices are vital to the research project. Reflexive and proactive processes were developed to ensure a culture of reflection both regarding interactions within the research team and in the project. To structure and share these reflections, the team developed and enunciated a fit-for-purpose framework. This framework was informed by the work of Narungga Professor Rigney (1999) that lists foundational Indigenist research methods. The framework also draws on the layers of reflexivity proposed by Nicholls (2009) and insider/outsider group theory previously advocated for (Ameka, 2018).","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2022-12-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44159801","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: 1