International Journal of Market Research articles from December 2003

International Journal of Market Research archives from December 2003

Editorial.(Editorial)
December 22, 2003... Although this Journal has recently won a readability award, we are still working to make it welcoming and easy to read. Though some papers are of course technical, and others can be conceptually complex, we aim to make the text as friendly as...

The market researcher's manifesto.
December 22, 2003... This paper advances the debate concerning the future of market research by presenting nine new rules to guide thought and action in a period of transition. These become the market researcher's manifesto for change. First, they describe the new...

Cognitive evaluation: prompts used to measure sponsorship awareness.
December 22, 2003... Marketing managers have the same accountability for their spending on sponsorship as they do for their general advertising spend. Since the direct impact on customer loyalty and profit is so hard to measure, surrogate measures such as recall...

Response order effects--how do people read?
December 22, 2003... This paper outlines the results from an experiment examining response order effects with visually presented lists. In particular it examines the implications of the practical response adopted by most market research agencies--to use normal and...

Combining revealed and stated preferences to forecast customer behaviour: three case studies.
December 22, 2003... Many companies collect stated preference (SP) data, such as intentions and satisfaction, as well as revealed preference (RP) data, such as actual purchasing behaviour. It seems relevant to examine the predictive usefulness of this information...

The effect of incentives in web surveys: application and ethical considerations.
December 22, 2003... Although researchers use internet-based surveys more often than ever in their research, there is little research on the effect of incentives on response rate, speed and cost. This study attempts to fill in some of the blanks by comparing the...

Improving email response in a permission marketing context.
December 22, 2003... Obtaining a reasonable level of response from email surveys and direct marketing via email is usually seen as notoriously difficult. This paper argues that 'response' is a complex concept and reports the results of an email survey in Norway...

Determinants of internet advertising effectiveness: an empirical study.
December 22, 2003... This paper considers the structure of advertising effectiveness on the internet. It investigates empirically the importance of creative and media factors for banner effectiveness. Econometric modelling of actual data on banner ads demonstrates...

Cluster analysis.(Book Review)
December 22, 2003... Brian S. Everitt, Sabine Landau and Morven Leese London: Edwin Arnold Ltd., 2001 243pp, hardback, 41.99 [pounds sterling] ISBN: 0340 761199 (4th edition) Twenty-five years ago, as a keen, youngish business administration student, I had...

Qualitative research methods in public relations and marketing communications.(Book Review)
December 22, 2003... Christine Daymon and Immy Holloway London: Routledge, 2000 293 pp. soft cover 19.99 [pounds sterling] ISBN 0-415-22274-5 This introductory text aims to provide students on public relations and marketing communications courses with insights...