International Journal of Market Research articles from September 2003

International Journal of Market Research archives from September 2003

Editorial.
September 22, 2003... The word 'provocative' in the sense of being challenging, thought-provoking and interesting, will hopefully come to your lips as you read the papers in this issue of IJMR. Applying a great deal of lateral thinking, Mark Oldridge (whose...

The rise of the stupid network effect.
September 22, 2003... This paper advocates a change in how the research industry understands the consumer. The prevailing empiricist approach to the management sciences should be abandoned and consumer markets would better be regarded as complex adaptive systems....

Advertising to the herd: how understanding our true nature challenges the ways we think about advertising and market research.
September 22, 2003... The dominant view of the consumer as an individual should be replaced with the more accurate model of the consumer as acting as part of the herd. Evidence for this is gathered from a variety of scientific fields. The paper concludes that moving...

Exploitation to engagement: the role of market research in getting close to niche targets.
September 22, 2003... This paper uses a case study of an advertising campaign for a basketball brand to argue that applying a holistic involvement model to all participants in the marketing process produces the best results when targeting niche markets. This paper...

Oh no, the consultants are coming!
September 22, 2003... Management consultants are perceived by some to be increasingly keen to conduct market research on behalf of their clients. As a result, many people suspect that consultants are deliberately trying to steal business from the research community....

Benefit segmentation: a potentially useful technique of segmenting and targeting older consumers.
September 22, 2003... The UK currently has about 20 million people who are 50 years old or over. This number is expected to grow to 25 million by 2021. Older people offer new market opportunities, and companies that choose to ignore them will do so at their own...

The use of combined conjoint approaches to improve market share predictions.
September 22, 2003... Within the pharmaceutical prescription sector, just like many other markets, maintaining competitive advantage has become increasingly difficult. In the healthcare arena, the period of time that a new chemical entity has on the market before a...

Understanding marketing: a European casebook. (Book Reviews).
September 22, 2003... Celia Phillips, Ad Pruyn and Marie-Paul Kestemont (eds) Chichester: Wiley & Sons Ltd, 2000 232pp, paperback [pounds sterling]17:99 ISBN: 0-471-86093 X Assessing the merit of collections of case studies always presents me with...

Persuasive signs: the semiotics of advertising. (Book Reviews).
September 22, 2003... Ron Beasley and Marcel Danesi Berlin: Mouton de Gruyer, 2002 193pp, hard cover [euro]88 ISBN 3-11-017341-7 In chapter 7 of the fourth edition of the ESOMAR Handbook of Market and Opinion Research, Mary Goodyear discussed various...