International Journal of Market Research articles from June 2000

International Journal of Market Research archives from June 2000

Editorial.
June 22, 2000... There is a truly international flavour to this issue of IJMR with main papers from authors living in the USA, Taiwan, India, Norway and the UK. Similarly, the topics covered are spread across the research spectrum so that there should be...

Mentoring and Self-Managed Learning: professional development for the market research industry.
June 22, 2000... Introduction The market research industry mirrors many other service sectors in being characterised by rapid and unceasing change. New technology, globalisation, the changing needs of clients and longer working hours -- all these and more...

A study of market structure: brand loyalty and brand switching behaviours for durable household appliances.
June 22, 2000... Chinho Lin [*] Wann-Yih Wu [+] The main purpose of this paper is to provide an approach for analysing market structure in terms of brand loyalty and brand switching behaviours for the purchase of durable household appliances. A...

Overall evaluation rating scales: an assessment.(Statistical Data Included)
June 22, 2000... A study was conducted to determine whether different overall evaluation rating scales would produce different results. Six different rating scales were used to measure three stimuli (the respondents' college, the Governor of New York State, and...

Determination of reliability of estimations obtained with survey research: a method of simulation.
June 22, 2000... In this paper, some issues related to the reliability of point estimates, obtained by survey research, are explored. The reliability cannot be determined analytically and, as such, there should be other ways to determine it. A general framework...

Understanding core brand equity: guidelines for in-depth elicitation of brand associations.
June 22, 2000... In-depth understanding of brand associations is imperative to brand managers. However, the majority of associations are pre-conscious and non-verbal and therefore difficult to elicit. Few theory-based guidelines are found in the literature. In...

Researching political markets: market-oriented or populistic?
June 22, 2000... Pollsters have had strong influences on the direction of public policy for many years, although parties and governments are becoming increasingly market-oriented following the trend in other charitable and not-for-profit sectors. Representative...

The effect of personalisation on mailed questionnaire response rates.(Brief Article)
June 22, 2000... Personalisation has been cited as a means of improving mailed questionnaire response rates. In order to investigate this variable, a split-run test was performed on a survey mailed to retail location planning managers. One half of the sample...

The effective use of market research: a guide for management to grow the business.(Review)
June 22, 2000... Robin J. Birn Kogan Page, 3rd edition, 1999 ISBN 0 7494 2772 8 The third edition of this popular-level market research text by an experienced market research practitioner continues to offer sound insights into the theory and...

Essentials of market research.(Review)
June 22, 2000... Tony Proctor Pitman Publishing, 1997 360pp, soft cover [pounds]23.95 ISBN 0273 62531 A book about the essentials of marketing research would be expected to provide the reader with fundamental principles and techniques. Tony...