Pub Date : 2024-08-30DOI: 10.1177/14707853241280443
Michael S. Garver
This article puts forth stated improvement scales, improvement rankings, maximum difference scaling, and Q-sort as stated improvement research methods identified in the literature. For each method, an overview is provided along with their advantages and disadvantages. Future research needs to examine stated improvement research methods in more detail, to identify best practices for each approach, and to determine which method is the most valid and accurate. Stated improvement methods are proposed as a complimentary analysis to more traditional inferred improvement methods.
{"title":"Examining stated improvement research methods","authors":"Michael S. Garver","doi":"10.1177/14707853241280443","DOIUrl":"https://doi.org/10.1177/14707853241280443","url":null,"abstract":"This article puts forth stated improvement scales, improvement rankings, maximum difference scaling, and Q-sort as stated improvement research methods identified in the literature. For each method, an overview is provided along with their advantages and disadvantages. Future research needs to examine stated improvement research methods in more detail, to identify best practices for each approach, and to determine which method is the most valid and accurate. Stated improvement methods are proposed as a complimentary analysis to more traditional inferred improvement methods.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":"55 1","pages":""},"PeriodicalIF":3.0,"publicationDate":"2024-08-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142195442","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}
Pub Date : 2024-08-26DOI: 10.1177/14707853241277346
Johnson C. Madathil, Justin Paul, Nithya Murugan
One of the most fundamental management questions is how market-based assets affect shareholder value. To provide an answer, we review the extensive literature on marketing outcomes and shareholder value using the Theory, Context, Characteristics, and Methodology (TCCM) framework. The analysis reveals that researchers mainly rely on the efficient market hypothesis, signaling theory, and market-based arguments to theorize the relationship between customer-based market assets and shareholder value. Researchers predominantly collect secondary data and employ event study, persistence methods, and instrumental variables approach to show that marketing actions (such as advertising and brand building) and customer-based market assets (such as customer satisfaction, customer loyalty, and brand equity) positively influence shareholder value. After outlining the findings, future research directions on the relationship between market assets and shareholder value are explored.
{"title":"Marketing Outcomes and Shareholder Value: A Review and Research Agenda","authors":"Johnson C. Madathil, Justin Paul, Nithya Murugan","doi":"10.1177/14707853241277346","DOIUrl":"https://doi.org/10.1177/14707853241277346","url":null,"abstract":"One of the most fundamental management questions is how market-based assets affect shareholder value. To provide an answer, we review the extensive literature on marketing outcomes and shareholder value using the Theory, Context, Characteristics, and Methodology (TCCM) framework. The analysis reveals that researchers mainly rely on the efficient market hypothesis, signaling theory, and market-based arguments to theorize the relationship between customer-based market assets and shareholder value. Researchers predominantly collect secondary data and employ event study, persistence methods, and instrumental variables approach to show that marketing actions (such as advertising and brand building) and customer-based market assets (such as customer satisfaction, customer loyalty, and brand equity) positively influence shareholder value. After outlining the findings, future research directions on the relationship between market assets and shareholder value are explored.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":"12 1","pages":""},"PeriodicalIF":3.0,"publicationDate":"2024-08-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142195441","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}
Pub Date : 2024-08-22DOI: 10.1177/14707853241276963
Panos Koliastasis, Darren Lilleker
Using political branding as an analytical lens can help explain the emotional connections and evaluative perceptions citizens have regarding political parties and their leaders. Measuring what makes a successful brand is best usually conducted with the benefit of hindsight, we can explain why a brand was a success or a failure based on public opinion data and attribute this to events. However, our research seeks to test the extent that analysis of strategic communication can offer opportunities to predict outcomes. We explore the communication of two prime ministerial brands who, due to their similarities and differences, offer an opportunity to assess the extent that the dimensions of a successful brand are universal. We employ Needham’s framework, developed to demonstrate why the brand of UK prime minister Tony Blair (1997–2008) proved so popular. We find that the dimensions of a successful brand are present in the strategic communication of both premiers. However, we find that the nature of some brands may make them appropriate for campaigning, but not for governance in challenging times. We argue that political brands need to be consistent, but once in government must be adaptable for the changing conditions and develop an appropriate style to accommodate the challenges facing a prime minister in the 21st century.
{"title":"Measuring prime ministerial brands: Exploring Needham’s framework for assessing the UK’s Boris Johnson and the Greek konstantinos mitsotakis","authors":"Panos Koliastasis, Darren Lilleker","doi":"10.1177/14707853241276963","DOIUrl":"https://doi.org/10.1177/14707853241276963","url":null,"abstract":"Using political branding as an analytical lens can help explain the emotional connections and evaluative perceptions citizens have regarding political parties and their leaders. Measuring what makes a successful brand is best usually conducted with the benefit of hindsight, we can explain why a brand was a success or a failure based on public opinion data and attribute this to events. However, our research seeks to test the extent that analysis of strategic communication can offer opportunities to predict outcomes. We explore the communication of two prime ministerial brands who, due to their similarities and differences, offer an opportunity to assess the extent that the dimensions of a successful brand are universal. We employ Needham’s framework, developed to demonstrate why the brand of UK prime minister Tony Blair (1997–2008) proved so popular. We find that the dimensions of a successful brand are present in the strategic communication of both premiers. However, we find that the nature of some brands may make them appropriate for campaigning, but not for governance in challenging times. We argue that political brands need to be consistent, but once in government must be adaptable for the changing conditions and develop an appropriate style to accommodate the challenges facing a prime minister in the 21<jats:sup>st</jats:sup> century.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":"10 1","pages":""},"PeriodicalIF":3.0,"publicationDate":"2024-08-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142225121","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}
Pub Date : 2024-08-18DOI: 10.1177/14707853241275446
Amal Ben Hamida, Manel Kacem, Christian de Peretti, Lotfi Belkacem
In insurance, proposing an accurate premium that is adjusted to the insured risk profile allows companies to better manage their portfolios and to be more competitive. Machine learning methods have recently been adopted for various improvements in insurance ratemaking, especially in the automobile industry. These models are specifically used to mine potential data information and to build a predictive model for a variable of interest using explanatory variables. In this paper, we aim to provide a pricing method for ratemaking individual healthcare insurance contracts using machine learning algorithms that are applied to a Tunisian healthcare insurance portfolio. We start with a simple Classification and Regression Tree, and we work toward more advanced methods that are Random Forest, Extreme gradient boosting, Support Vector Regression, and Artificial Neural network regression model. The predictive performance of these non-parametric methods is compared with the standard generalized linear model. Our results showed the applicability of machine learning in the healthcare insurance market and that the XGBoost algorithm outperforms the predictive capacity of the classical generalized linear model.
{"title":"Machine learning based methods for ratemaking health care insurance","authors":"Amal Ben Hamida, Manel Kacem, Christian de Peretti, Lotfi Belkacem","doi":"10.1177/14707853241275446","DOIUrl":"https://doi.org/10.1177/14707853241275446","url":null,"abstract":"In insurance, proposing an accurate premium that is adjusted to the insured risk profile allows companies to better manage their portfolios and to be more competitive. Machine learning methods have recently been adopted for various improvements in insurance ratemaking, especially in the automobile industry. These models are specifically used to mine potential data information and to build a predictive model for a variable of interest using explanatory variables. In this paper, we aim to provide a pricing method for ratemaking individual healthcare insurance contracts using machine learning algorithms that are applied to a Tunisian healthcare insurance portfolio. We start with a simple Classification and Regression Tree, and we work toward more advanced methods that are Random Forest, Extreme gradient boosting, Support Vector Regression, and Artificial Neural network regression model. The predictive performance of these non-parametric methods is compared with the standard generalized linear model. Our results showed the applicability of machine learning in the healthcare insurance market and that the XGBoost algorithm outperforms the predictive capacity of the classical generalized linear model.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":"43 1","pages":""},"PeriodicalIF":3.0,"publicationDate":"2024-08-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142195439","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}
Pub Date : 2024-08-14DOI: 10.1177/14707853241268151
Nan Su, Shuo Feng, Lei Wang, Yuanzhi Wu
In the age of information explosion, consumers may no longer want to be overwhelmed with more information. But marketers are forced to display multiple features of a product in advertisements to fully demonstrate its competitive advantage, especially for a multifunctional product. Based on this, the authors explore when more could be an effective marketing strategy. The results of five studies demonstrated that the more features of multifunctional products displayed in video ads, the lower the processing fluency of consumers when watching the ads, thus reducing their positive emotions, and finally reducing their purchase intention, supporting the negative effect of more features on consumers in the context of marketing and revealed its cognitive and emotional mechanism. More important, we introduce mindfulness, an effective marketing strategy that alleviates the negative effect of too many product features on consumers, into the field of advertising marketing to address this issue. A high level of mindfulness, whether measured by trait scales or manipulated by experimental priming, weakens the negative effects of the number of displayed features. Specifically, when the level of mindfulness is high, the negative effect of displaying more product features on purchase intention is weak. When the level of mindfulness is low, the number of displaying more features has a strong negative impact on purchase intention.
{"title":"When “the more the better”? Mindfulness enhances the effect of the number of displayed product features in short video ADs on purchase intention","authors":"Nan Su, Shuo Feng, Lei Wang, Yuanzhi Wu","doi":"10.1177/14707853241268151","DOIUrl":"https://doi.org/10.1177/14707853241268151","url":null,"abstract":"In the age of information explosion, consumers may no longer want to be overwhelmed with more information. But marketers are forced to display multiple features of a product in advertisements to fully demonstrate its competitive advantage, especially for a multifunctional product. Based on this, the authors explore when more could be an effective marketing strategy. The results of five studies demonstrated that the more features of multifunctional products displayed in video ads, the lower the processing fluency of consumers when watching the ads, thus reducing their positive emotions, and finally reducing their purchase intention, supporting the negative effect of more features on consumers in the context of marketing and revealed its cognitive and emotional mechanism. More important, we introduce mindfulness, an effective marketing strategy that alleviates the negative effect of too many product features on consumers, into the field of advertising marketing to address this issue. A high level of mindfulness, whether measured by trait scales or manipulated by experimental priming, weakens the negative effects of the number of displayed features. Specifically, when the level of mindfulness is high, the negative effect of displaying more product features on purchase intention is weak. When the level of mindfulness is low, the number of displaying more features has a strong negative impact on purchase intention.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":"40 1","pages":""},"PeriodicalIF":3.0,"publicationDate":"2024-08-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142195493","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}
Pub Date : 2024-08-02DOI: 10.1177/14707853241269545
Michael D. Mattei, Stephen J. Hellebusch, Matthew D. Mattei
This paper investigates the impact of including or omitting an explicit “don’t know (DK)/no opinion (NO)” option in survey questionnaires. Three consecutive annual surveys were conducted using identical questionnaires, with variations in the inclusion of the DK/NO option. The study compares responses from the 2019 survey, which lacked a DK/NO option, to responses from the 2020 and 2021 surveys, which included this option. Utilizing a 7-point Likert scale, respondents were asked to indicate their opinions, with options ranging from extreme disagreement to extreme agreement, with a neutral midpoint. Statistical analysis, employing Two Sample Z-tests Between Proportions, assessed differences in the proportion of neutral responses between the surveys. Findings reveal that the inclusion of the DK/NO option did not significantly alter the proportion of neutral responses compared to surveys without this option. These results challenge the prevailing notion that explicit DK/NO options improve data quality.
{"title":"Examining the use of explicit ‘no opinion’ options in attitude survey design","authors":"Michael D. Mattei, Stephen J. Hellebusch, Matthew D. Mattei","doi":"10.1177/14707853241269545","DOIUrl":"https://doi.org/10.1177/14707853241269545","url":null,"abstract":"This paper investigates the impact of including or omitting an explicit “don’t know (DK)/no opinion (NO)” option in survey questionnaires. Three consecutive annual surveys were conducted using identical questionnaires, with variations in the inclusion of the DK/NO option. The study compares responses from the 2019 survey, which lacked a DK/NO option, to responses from the 2020 and 2021 surveys, which included this option. Utilizing a 7-point Likert scale, respondents were asked to indicate their opinions, with options ranging from extreme disagreement to extreme agreement, with a neutral midpoint. Statistical analysis, employing Two Sample Z-tests Between Proportions, assessed differences in the proportion of neutral responses between the surveys. Findings reveal that the inclusion of the DK/NO option did not significantly alter the proportion of neutral responses compared to surveys without this option. These results challenge the prevailing notion that explicit DK/NO options improve data quality.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":"42 1","pages":""},"PeriodicalIF":3.0,"publicationDate":"2024-08-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141880482","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}
Pub Date : 2024-08-02DOI: 10.1177/14707853241268642
Jennifer Lees-Marshment, Neil Bendle, Clifton van der Linden
This article explores how a political party’s fortunes can change extremely quickly, by examining the strategic errors behind the Labour Party’s 2023 loss in New Zealand. In October 2020, Prime Minister Jacinda Ardern and the Labour Party of New Zealand won a landslide majority. This secured a once in a generation chance to deliver transformational change. However, just over 2 years later, Ardern exited following a profound drop in popularity. Although a respected minister, Chris Hipkins, took over, the party then suffered a massive defeat. We apply a playbook developed for the 2020 election to identify the reasons behind such a downturn in fortunes, noting the speed of change of voter priorities and Labour’s failure to develop a clear vision or pivot to address changed priorities. We draw on multiple sources of data, including party policies, communications, polling data and the public engagement survey Vote Compass. This confirms that governments, to maintain support, must utilise appropriate market research and engage in careful political marketing planning, starting with understanding voter expectations from the last election.
{"title":"From landslide to mudslide: The strategic marketing mistakes of the 2020–2023 New Zealand Labour Government","authors":"Jennifer Lees-Marshment, Neil Bendle, Clifton van der Linden","doi":"10.1177/14707853241268642","DOIUrl":"https://doi.org/10.1177/14707853241268642","url":null,"abstract":"This article explores how a political party’s fortunes can change extremely quickly, by examining the strategic errors behind the Labour Party’s 2023 loss in New Zealand. In October 2020, Prime Minister Jacinda Ardern and the Labour Party of New Zealand won a landslide majority. This secured a once in a generation chance to deliver transformational change. However, just over 2 years later, Ardern exited following a profound drop in popularity. Although a respected minister, Chris Hipkins, took over, the party then suffered a massive defeat. We apply a playbook developed for the 2020 election to identify the reasons behind such a downturn in fortunes, noting the speed of change of voter priorities and Labour’s failure to develop a clear vision or pivot to address changed priorities. We draw on multiple sources of data, including party policies, communications, polling data and the public engagement survey Vote Compass. This confirms that governments, to maintain support, must utilise appropriate market research and engage in careful political marketing planning, starting with understanding voter expectations from the last election.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":"36 1","pages":""},"PeriodicalIF":3.0,"publicationDate":"2024-08-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141886798","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}
Pub Date : 2024-07-31DOI: 10.1177/14707853241269459
Chiara Bartoli, Alberto Mattiacci, Costanza Nosi
This study contributes to the academic discourse on the evolution of virtual qualitative enquiries in the wake of the accelerated adoption of digital technology following the COVID-19 pandemic. Employing a critical-reflection approach, this study explored the experiences of investigators who conducted 150 soft laddering interviews, either online or face-to-face. The research provides a theoretical reflection on online soft laddering and its application with new technological tools, such as video conferencing and social media, demonstrating how these tools mitigate logistical and relational limitations while enhancing data collection scope and reach. The findings indicate that technological advancements are fostering a gradual hybridisation of digital and physical methods, particularly those utilising synchronous interviews. As the physical and digital realms converge, this trend leads to the phygitalisation of qualitative research.
{"title":"Digital technologies meet soft laddering: A critical reflective perspective","authors":"Chiara Bartoli, Alberto Mattiacci, Costanza Nosi","doi":"10.1177/14707853241269459","DOIUrl":"https://doi.org/10.1177/14707853241269459","url":null,"abstract":"This study contributes to the academic discourse on the evolution of virtual qualitative enquiries in the wake of the accelerated adoption of digital technology following the COVID-19 pandemic. Employing a critical-reflection approach, this study explored the experiences of investigators who conducted 150 soft laddering interviews, either online or face-to-face. The research provides a theoretical reflection on online soft laddering and its application with new technological tools, such as video conferencing and social media, demonstrating how these tools mitigate logistical and relational limitations while enhancing data collection scope and reach. The findings indicate that technological advancements are fostering a gradual hybridisation of digital and physical methods, particularly those utilising synchronous interviews. As the physical and digital realms converge, this trend leads to the phygitalisation of qualitative research.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":"34 1","pages":""},"PeriodicalIF":3.0,"publicationDate":"2024-07-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141865434","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}
Pub Date : 2024-07-29DOI: 10.1177/14707853241264344
Daniel Nunan
{"title":"Sixty-five years of the International Journal of Market Research","authors":"Daniel Nunan","doi":"10.1177/14707853241264344","DOIUrl":"https://doi.org/10.1177/14707853241264344","url":null,"abstract":"","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":"358 1","pages":""},"PeriodicalIF":3.0,"publicationDate":"2024-07-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141865435","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}
Pub Date : 2024-07-23DOI: 10.1177/14707853241264118
Bruce I. Newman
{"title":"The future of political marketing: New bridges and faster, more dangerous roads","authors":"Bruce I. Newman","doi":"10.1177/14707853241264118","DOIUrl":"https://doi.org/10.1177/14707853241264118","url":null,"abstract":"","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":"40 1","pages":""},"PeriodicalIF":3.0,"publicationDate":"2024-07-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141771323","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}
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