Marketing research papers
Topics range from advertising research, to innovation, to concept testing and product testing, to win-loss evaluation. Unlike most of the business world, which is governed by numerous feedback loops, the advertising industry receives little objective, reliable feedback on its ising research by jerry w. Summary of recent insights about advertising, based on the latest research ising tracking by jerry w. Advanced analytics to b-to-b branding research by john b-to-b brand equity monitor is a strategic tool for assessing the strength of a companies brand relative to competitors in its market. Through the use of advanced analytics and modeling, it offers insight executives need to make better strategic decisions that will drive business you make the call: how to hire a marketing research firm by garry you need to hire a marketing research firm but have never done so, here are some tips to get you practices for private online panels by jerry w. The past decade, some companies have set up private online panels as an economical way to conduct marketing research projects. A private research panel (sometimes called a custom panel or customer panel) is one set up by a company solely for its own use. Look at the future of online marketing strategy (a constant in a world of change) by jerry w. Strategic implications of the internet are far reaching—for global commerce, for global marketing, and for global marketing holes in bombers: operations research and management science applied to marketing by jerry w.
Research papers on marketing
Analysts define operations research and management science to mean the application of the scientific method and advanced analytics to the solution of business problems. Segmentation: emerging approaches to more meaningful clusters by michael ting opinion research among businesses is problematic. The recent advances discussed in this paper have the potential to reduce survey length for choice modeling research and deliver more accurate market simulators to measure bottom-line revenue modeling for new product sales forecasting by jerry w. We will explore four such methods: factor segmentation, k-means clustering, twostep cluster analysis, and latent class cluster itive best practices: win-loss evaluation research by joel sful win-loss research programs are built around a well-tailored research tool that collects crucial information from decision makers and influencers who are involved in the sales decision process. The overall goal of the research is to determine what factors are used as decision criteria in selecting a company for a t testing (and the “uniqueness” paradox) by jerry w. Well-designed, new product concept testing system, overseen by experienced and knowledgeable researchers, can vastly improve a company's ability to develop successful new products or services. Case study using ethnographic research to provide today’s consumer in order to optimize brand er decision-making models, strategies, and theories, oh my! By michael focus of this paper is to examine the major decision-making models, strategies, and theories that underlie the decision processes used by consumers, and to provide some clarity for marketing executives attempting to find the right mix of variables for their products and ng and measuring the wom-worthiness of new products: a case study by karen kraft, felicia rogers, and gwen word-of-mouth (wom) marketers would agree that having a great product is a major key to the success of a word-of-mouth campaign. A brief look at advertising tracking research in the age of social media and the multivariate analysis techniques: key tools in your marketing research survival kit by michael executive understanding of eleven multivariate analysis techniques, resulting in an understanding of the appropriate uses for each of the techniques.
This is not a discussion of the underlying statistics of each technique; it is a field guide to understanding the types of research questions that can be formulated and the capabilities and limitations of each technique in answering those optimization by mike humphrey and john colias, o and decision analyst recently presented the results of ground-breaking endcap optimization research at a large annual u. The goal of the research was to identify endcap displays (by type and mix of skus) that would maximize sales of pepsico’s snack and beverage products in a major u. Though the focus group has become a widely used research technique in the past two decades, a lot of folks still don't know what goes on behind closed 'discovers' new research technique! By george peterson, president of autopacific, though the focus group has become a widely used research technique in the past two decades, a lot of folks still don't know what goes on behind closed the innocent by jerry w. Marketing research is collecting data in an unbiased manner and translating that data into information, which can help solve marketing problems. Marketing research includes experiments, surveys, product tests, advertising tests, promotion tests, motivational research, strategy research, customer satisfaction monitoring, and many other there such a thing as “early adopters fatigue”? Given cross-cultural differences in scale usage, marketing research analysts frequently develop ways to adjust survey responses, so that a particular survey response value means the same thing regardless of country of (in-home usage testing) by jerry w. Many of the corporate leaders in ihuts 75 years ago, if still in business today, have lost the art of in-home usage testing, or lost the budgets to do serious in-home research. Humorous article about how advertising agencies can defend their advertising from marketing research ’s not always your fault…measuring the impact of economic factors on consumer satisfaction and pricing perceptions by joel you can control many factors that influence consumer satisfaction and perceptions, other factors are beyond the control of even the most attentive store manager.
The solution to marketing and business problems—and the identification of strategic opportunities—often lies in the realm of little data, not big data. Look at how marketing mix modeling can assist in making specific marketing decisions and tradeoffs, and also create a broad platform of knowledge to guide strategic ing optimization by jerry w. Without good data and absent any trustworthy feedback loop, marketing managers often turn to the security of marketing myths, pop culture marketing fads, fawning at the feet of consultants, and polishing up their résuméing animal spirits: economic indices and the future by michael richarme, paul mcdonnold, and edward the decision analyst economic index to track consumer sentiment and predict the future through the use of forecasting analytics by jerry w. These highly portable devices, and the new technologies embedded in them, represent tectonic shifts in research possibilities. As this paper shows, it is also critical to understand the different customer segments and the level of attention required to maintain tracking research from telephone to internet data collection: to compare or not to compare? Explanation of motivational research and how it is imensional segmentation by felicia rogers, diane brewton, and elizabeth horn, less of the length and complexity of a survey, the overarching task is to glean actionable business recommendations from the research you implement. In an effort to reduce the risks associated with new products, the forecasting of year-one sales has become an established practice within the marketing research industry. Colias and wei ing and positioning choice modeling is recommended when the primary research objective is to obtain information that would allow a company to develop the most effective communications message to consumers, maximizing attraction to its specific brand, product line, store, or department within the tual mapping: what do restaurant brands really mean? Rather, positioning should be thought of as an element of strategy, a component of strategy, not as the strategy oning—marketing's fifth “p” by michael oning has emerged as a significant area of consideration, serving as a marketer’s bridge between the levers of the 4 p’s and corporate strategy.
Has been written about how to conduct qualitative research (that is, the techniques of moderating and interviewing), but comparatively little has been published about the far more important task of analysis and reporting. The purpose of this primer is to share some basic ideas on how to achieve the greatest learning and the most profound insights from qualitative ative package design research by jerry w. Many quantitative methods are utilized in package design research, sometimes we overlook the importance of the softer side of research—the qualitative techniques. So, the purpose of this article is to share some basic ideas and best practices for the use of qualitative research as a component in the package-design research y promise program empowering consumers as your quality-control agents by felicia rogers. The purpose of this paper is to offer some suggestions for the novice researcher, but even those with experience might find one or two of the tips quantum mechanics of brand: what you see—and don’t see—with derived importance analysis by susan schwartz mcdonald, ph. Naxion research d importance is a hammer that, if aimed wrong, can hit not the nail, but the fingernail. This piece discusses the assumptions and the limitations of derived importance in order to help market researchers and marketers make thoughtful decisions about whether and when to rely on them. Our focus is particularly on “professional purchase decisions,” but most of the points made here have application for consumer products research as ch defanged by jerry w. This renaming and repositioning of the marketing research function might well be a great strategic marketing blunder.
Read the french version of research ch results: diabetes fact sheet by diane ics constitute a very large market, with the health and nutritional choices of as many as 20 to 25 million households influences by one or more members suffering from diabetes. Thoughts and ideas for creating a high-growth, sustainable economy in the the brain waves: neuromarketing's choppy, uncharted waters by michael polster, phd, naxion research two most common methodologies used in neuromarketing are electroencephalography (eeg), which measures changes in brain waves, and functional magnetic resonance imaging (fmri), which creates images of the brain based on the flow of oxygen in the blood. Although there may be an intuitive appeal to the concept of using brain imaging techniques to expose customer motivations, a critical analysis suggests that the financial and intellectual yield of neuromarketing research remains entirely g from gas pumps to charging stations? A look at how new vehicle intenders view hybrid marketing silver bullets by bonnie company or corporation can do much about the financial panic, credit contraction, or recession. Discussion of telephone surveys as a way to monitor marketing performance over gy of leverage by jerry w. Review of charles darwin’s theory “survival of the fittest” and how it applies in today's business key societal trends for market researchers: domestic and global by michael sts of future social trends can only be developed with an understanding and utilization of underlying demographic and economic keys to defusing political land mines in the back room by bruce groups are rarely predictable. The construction industry in texas to grow by roughly 6 percent overall and at least 5 percent in all but a few sectors in 2006, unadjusted for basics of packaging research by jerry w. Look at what different research techniques that could help your business avoid the next speculative meltdown. The future belongs to the informed, to the rational, to those who make decisions based on objective, research-based great marketing debate: rational versus emotional by jerry w.
S nowhere in the marketing domain is our thinking more fuzzy and flawed than the on-going debate between the rational and the emotional. The phrase “rational versus emotional” (or variations of it) is found in textbooks, articles, and common everyday usage in the marketing and marketing research spheres. Honesty of online survey respondents: lessons learned and prescriptive remedies by felicia rogers and michael paper presents a series of preventative measures that researchers can and should take to reduce vulnerabilities of survey cheaters. The measures have also been successfully utilized in practice by decision analyst and other professional research painfully slow emergence of green energy by michael richarme and tom , or renewable, energy sources—biothermal, solar, wind, and others—are emerging, but too slowly to as yet make a noticeable impact on u. Internet represents a major paradigm shift that will dramatically change the marketing and advertising landscape, but it has also brought forth new research capabilities to help businesses adapt to and exploit the tectonic changes now ultimate question® and the net promoter® score by jerry w. An effort to understand innovation drivers—those factors that motivate and shape innovation efforts, and in no small way determine their success or failure—seemed to us to be a promising way to discover what factors make for success and failure in your customers want by garry -depth research of homeowners verifies the importance of hvac contractors becoming indoor comfort experts and personal comfort cares? Online ethnography provides a snapshot of respondents’ real-life experiences in order to truly understand not just what they report they do, but what they are actually doing and how that behavior drives their et research has its skeptics but continues to grow at a fast pace, providing believers with a valuable alternative to traditional data-collecting ibe for blog updates & webinar on analyst r series mix minute ing research white white papers and articles on different marketing research techniques. Online ethnography provides a snapshot of respondents’ real-life experiences in order to truly understand not just what they report they do, but what they are actually doing and how that behavior drives their et research has its skeptics but continues to grow at a fast pace, providing believers with a valuable alternative to traditional data-collecting ibe for blog updates & webinar on analyst r series mix minute ics and business » business » ng (in marketing). By using our website, you agree to the use of cookies as described in our privacy ational journal of research in ational journal of research in al journal of the european marketing your login details below.
Impact factor measures the average number of citations received in a particular year by papers published in the journal during the two preceding years. This free service is available to anyone who has published and whose publication is in international journal of research in marketing is an international, double-blind peer-reviewed journal for marketing academics and practitioners. Building on a great tradition of global marketing scholarship, ijrm aims to contribute substantially to the field of marketing research by providing a... International journal of research in marketing is an international, double-blind peer-reviewed journal for marketing academics and practitioners. Building on a great tradition of global marketing scholarship, ijrm aims to contribute substantially to the field of marketing research by providing a high-quality medium for the dissemination of new marketing knowledge and methods. The editors, while accepting a wide array of scholarly contributions from different disciplinary approaches, especially encourage research that is novel, visionary or pathbreaking. All submissions must be interesting, relevant to marketing, sufficiently rigorous both conceptually and methodologically, and written in clear, concise and logical manner. If you require any further information or help, please visit our support centerhide full aims & l marketing: a framework, review and research agenda. Heather johnson s of consumer-brand ty-based consumer ting global brand equity through corporate social responsibility to key should be the dependent variable in marketing-related event studies?
Influence in the adoption of a b2b loyalty program: the role of elite status downloaded most downloaded articles from international journal of research in marketing in the last 90 l marketing: a framework, review and research agenda. Hongshuang “alice” e-dominant logic ly published articles from international journal of research in brands, big cities: how the population penalty affects common, identity relevant brands in densely populated er power and choice deferral: the role of anticipated needs a reason to indulge? Heather johnson most cited articles published since 2012, extracted from s of consumer-brand ty-based consumer ting global brand equity through corporate social responsibility to key open access latest open access articles published in international journal of research in should be the dependent variable in marketing-related event studies? Go here to learn more about plumx l marketing: a framework, review and research agenda digital marketing: a framework, review and research internet-of-things: review and research directions the internet-of-things: review and research e-dominant logic 2025 service-dominant logic 2025. Ijrm best article l issue on digital business sion deadline: 1 march l issues published in international journal of research in entertainment industry. This free service is available to anyone who has published and whose publication is in downloaded international journal of research in marketing most downloaded articles from international journal of research in marketing in the last 90 l marketing: a framework, review and research agenda. Roberts | ujwal kayande | stefan influence of social media interactions on consumer–brand relationships: a three-country study of brand perceptions and marketing hudson | li huang | martin s. Demand streaming services and music industry revenues — insights from spotify's market wlömert | dominik should be the dependent variable in marketing-related event studies? Smith | arvind value co-creation in a digitalized world: an integrative framework and research ramaswamy | kerimcan ozcan.
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