International Journal of Market Research最新文献

{"title":"The philosophical and methodological guidelines for ethical online ethnography","authors":"Neil Hair, Duygu Akdevelioglu, Moira K. Clark","doi":"10.1177/14707853221137459","DOIUrl":"https://doi.org/10.1177/14707853221137459","url":null,"abstract":"Ethical considerations are increasingly important because new online techniques of research such as online ethnography often have novel ethical challenges. Our research aims to help online ethnographers by providing a moral/philosophical framework to be used in making ethical decisions and guiding them to reflect on how these decisions affect and justify their methodological choices. We draw upon prior research on ethics and online ethnography, and utilize five key dimensions of moral and philosophical principles (autonomy, non-maleficence, beneficence, justice and trust, explicability) for our framework. Our research highlights essential ethical questions such as selecting a philosophical basis as your ethical frame and coming to terms with ambiguity, and related methodological guidelines such as avoiding personal prejudice, assumptions and bias, research site entry strategy, researcher’s communication with the participants, protection of data, research site exit strategy and communicating online research findings. This paper contributes to the existing literature by identifying how moral and philosophical guidelines impact our ethical and methodological choices when engaging in online ethnography and what this means in terms of research practice.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2022-11-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48896953","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}

{"title":"The novice nose knows: How olfactory knowledge shapes evaluation confidence","authors":"Hua Meng, C. Zamudio, Jamie L. Grigsby","doi":"10.1177/14707853221135542","DOIUrl":"https://doi.org/10.1177/14707853221135542","url":null,"abstract":"Prior consumer knowledge research compares differences between experts and novices within a product category, implicitly assuming that novices are similar across categories. Relying on the differences between incidental and intentional learning, as well as on the unique physiological characteristics of olfaction processing, we examine this assumption, comparing novice consumers between olfactory and non-olfactory categories and suggesting that olfactory novices are unique. Using electronic word-of-mouth (eWOM) analysis and experiments, we find that olfactory novices are more familiar with technical terms than non-olfactory novices in their product category. Thus, when exposed to technical olfactory product descriptions, olfactory novices are more confident in evaluating products by gaining a higher sense of understanding. This cross-category novice comparison and the underlying cognitive mechanism are new to the literature. The research highlights the theoretical importance of how olfactory novices are unique and shows how eWOM and experimental data can be combined in sensory marketing. Practically, we suggest scented product managers to provide more technical product descriptions for olfactory novices, especially when product trial is not feasible (e.g., online purchases).","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2022-10-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41389173","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}

{"title":"A template for conducting qualitative sales research in the Middle East","authors":"A. Malshe, J. Al-Khatib","doi":"10.1177/14707853221136004","DOIUrl":"https://doi.org/10.1177/14707853221136004","url":null,"abstract":"Potential challenges in conducting international sales research, coupled with the lack of systematic guidance currently prevent western sales scholars from conducting research in emerging market contexts. The authors draw upon (a) their decade-long experience in conducting qualitative sales research in the Middle East (ME), as well as (b) depth interview data they collected specifically for this paper from eleven academics engaged in doing sales research in that region to propose a three-step framework for conducting qualitative sales research within the ME. The exclusivity of this framework to the ME context is rooted in its responsiveness to the unique elements and idiosyncrasies inherent within the ME culture. In addition to offering a systematic guidance, the framework implies that it is not the research expertise of the western scholars, but their ability to understand and respond to cultural nuances, and cultivate and employ soft skills such as communication, trust, relationship building, and/or mutual respect that may make or break their foray into conducting sales research in the ME markets.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2022-10-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44704056","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}

{"title":"The Impact of Behavioural Framing Effects on Market Research Conversion Rates","authors":"Christopher Martin, Tom Mathar, Charlotte Duff, Katharine Johnson, Tereza Anderson","doi":"10.1177/14707853221133048","DOIUrl":"https://doi.org/10.1177/14707853221133048","url":null,"abstract":"The cause-and-effect relationship between incentives and market research response rates is well documented. In general, we understand that - mediated by factors such as privacy and difficulty - the greater the compensation offered to participants, the greater propensity for task completion. However, there is little understanding of how the way in which an incentive is communicated impacts results. We believe studying this field will help insight industry practitioners who are often challenged by limited or fixed incentive budgets. By exploring and ranking framing methods, we aim to recommend to researchers the tactical options that will maximise return on investment. In this initial exploration, we have narrowed framing choices to a set identified by the field of behavioural economics. In particular, we investigate the relative impact of: (1) financial incentives, (2) the endowment effect, (3) social proof, (4) altruism and, (5) financial incentives plus loss aversion. These conditions can be considered to broadly fit within one of three categories: (a) financial incentives alone, (b) behavioural principles alone, (c) financial incentives plus behavioural principles. To replicate the real-world challenges of insight professionals, this was tested in an experimental design that sought to recruit existing Aegon customers into a new research panel. The experimental case study format also lends itself to high volumes. The results of this study are based on 91,289 recruitment emails delivered to Aegon customers across various weekday mornings. Each email contained either neutral information regarding the incentive to join - the opportunity to win up to £250 - or the same message framed using one of the experimental methods in test. Messages were repeated both in the subject line and the email body. Results were measured and analysed at the points of: (A) email open, (B) email click, (C) conversion as defined by screener completion, (D) conversion as defined by panel account created, and (E) engagement as defined by completing at least one task on the panel eligible for a point reward within 3 months of signup. Additionally, the unsubscribe rate was measured and compared across all messages. Prior to the launch of the study, our hypotheses were that email communications which utitlised the endowment effect, social proof or altruism would lead to higher conversion rates than messages regarding incentivisation. Further, we hypothesised that emails which utilised both financial incentives plus loss aversion framing in an additive capacity would deliver the highest conversion rate. Our analysis led to a rejection of all hypotheses. Ultimately, it was concluded that none of the tested framing effects performed significantly better, as per chi-squared tests, than the financial incentive group across open rate, click rate, conversion rate or engagement rate. However, the addition of loss aversion performed on par with the incentive only group for panel engage","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2022-10-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42539312","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}

{"title":"Finding creative drivers of advertising effectiveness with modern data analysis","authors":"John R. Williams, Nicole Hartnett, G. Trinh","doi":"10.1177/14707853221134258","DOIUrl":"https://doi.org/10.1177/14707853221134258","url":null,"abstract":"The Modern Data Analysis paradigm (Williams, 2021) advocates using multiple methods to address the same research question, which is rarely done in studies of advertising creative effects. In this paper, we apply the MDA paradigm to data from Hartnett, Kennedy, et al. (2016), which coded 158 creative variables for 312 television advertisements with commercially validated short-term sales effectiveness outcomes. We found that many models give higher classification accuracy than the ordinal regression model previously applied, some significantly higher. Importantly, by applying many alternative but equally plausible analytical methods, we can identify creative variables associated with commercial success and have evidence-based confidence that these creative variables are artefacts of the data, and not artefacts of any particular analytical method and its associated assumptions. The findings reveal several alternative creative variables that are consistently associated with sales success across methods, which relate to the timing aspects of visual branding.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2022-10-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41577923","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}

{"title":"Unmuted: An Indigenist truth-telling provocation","authors":"M. Raciti","doi":"10.1177/14707853221132447","DOIUrl":"https://doi.org/10.1177/14707853221132447","url":null,"abstract":"This article is different, in a good way. This article draws inspiration from Australian Indigenous scholar Nakata’s (2007) theory of the cultural interface—the touchpoint between Western knowledge systems and Indigenous knowledge systems. Come with me, and let me tell you a story about Indigenous methodologies and other acts of research sovereignty using an Indigenous storytelling methodology. Let me tell you about my reflections as an Aboriginal marketing professor, and be warned, I will challenge you with provocative questions designed to shock you into new thinking and truth-telling. I will also provide guidance to improve your market research practice.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2022-10-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48624913","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}

{"title":"Cash Lotteries in Online Access Panels: Stating the Odds of Winning?","authors":"Tobias Gummer, Irina Bauer","doi":"10.1177/14707853221129504","DOIUrl":"https://doi.org/10.1177/14707853221129504","url":null,"abstract":"Since cash lotteries are frequently employed to stimulate participation in web surveys sampled from online access panels, the present study assesses the research gap concerning the relevance of respondents knowing their odds of winning these cash lotteries. Prior studies on the use of cash lotteries have not provided the odds of winning to respondents, which may have obscured their effects. Based on an experiment in which we varied the number of prizes, the size of prizes, and whether respondents knew the odds of winning, we replicated the findings of prior studies on the use of cash lotteries. Most importantly, our findings show that knowing the odds of winning cash lotteries did not affect the participation in our survey and did not influence the effects of other survey design elements. In our study, we provide survey practitioners with recommendations on the use of cash lotteries in online access panels and close with an outlook for future research on this topic.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2022-09-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47560835","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}

{"title":"Does ticket sales information disclosure affect speed of ticket sales?","authors":"Chia-Ning Chiu, Ling-Chieh Kung, Pei-Yu Sun","doi":"10.1177/14707853221119382","DOIUrl":"https://doi.org/10.1177/14707853221119382","url":null,"abstract":"We analyze a Taiwanese theatre company’s ticket sales from 2008 to 2012 to investigate whether a consumer’s willingness to pay for a ticket was affected by the company’s disclosure of sales information (sales outcome). Sales are stratified by price band in order to understand the unique demand of each price bracket. We hypothesize that the sales outcome of a price band has a positive effect on the willingness to pay for a ticket in that price band, but that effect from other price bands is negative. Our findings support this hypothesis using the historical data of ticket sales from a Taiwanese theater. We also find that the sales speed decreases when the length of selling period becomes longer.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2022-08-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49464841","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}

{"title":"Call for papers: 20 years of Net Promoter Score: Looking back and looking forward","authors":"","doi":"10.1177/14707853221115062","DOIUrl":"https://doi.org/10.1177/14707853221115062","url":null,"abstract":"","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2022-08-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46624944","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}

{"title":"Does making less effort entail satisfaction? A large empirical study on client relationship services","authors":"Caroline Ardelet, C. Benavent","doi":"10.1177/14707853221113953","DOIUrl":"https://doi.org/10.1177/14707853221113953","url":null,"abstract":"The customer effort score has become one of the indicators most monitored by companies in recent years. The idea is that the less effort customers exert when interacting with a brand, the more satisfied they will be, the more likely they will recommend and continue interacting with the brand. In this article, we explore the actual relationship between the client’s effort to solve the problem that led them to contact the brand and the satisfaction derived from this interaction. We present a weekly survey conducted over 2 years, covering 314 194 interactions with 96 brands from 2016 to 2017. The results show a negative effect of client effort intensity on satisfaction, except in some situations where effort intensity increases satisfaction, with an interaction effect of the interaction channel, and the business sector.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2022-07-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46249731","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}