Pub Date : 2023-10-17DOI: 10.1177/14707853231206356
Loo Seng Neo, Kelly Tan, Heng Hong Tan, Edrea Teo, Lay Ling Ng, Wei Liang Tan
While survey research has expanded rapidly in recent times, little scholarly work has examined interviewer misbehaviour. Inspired by audit principles, this paper aims to identify themes of misbehaviours associated with interviewing. Using thematic analysis, it provides exploratory insights into misbehaviours vis-à-vis audit reports prepared by auditors through their observations of interviewers administering face-to-face surveys. 398 audit reports were reviewed and scrutinised for depictions of misbehaviour, and a total of eight themes were derived. These themes were then aggregated into three domains: issues with asking questions (78%), issues with probing answers (16%), and issues with conduct (5%). Analysis of the themes reveals behavioural patterns that point to actionable areas that researchers and market research agencies can adopt to curb misbehaviour. The findings are also discussed with respect to the utilisation of the audit perspective in deepening our understanding of interviewers and their behaviours.
{"title":"Thematic analysis of observed interviewer misbehaviours: An audit approach","authors":"Loo Seng Neo, Kelly Tan, Heng Hong Tan, Edrea Teo, Lay Ling Ng, Wei Liang Tan","doi":"10.1177/14707853231206356","DOIUrl":"https://doi.org/10.1177/14707853231206356","url":null,"abstract":"While survey research has expanded rapidly in recent times, little scholarly work has examined interviewer misbehaviour. Inspired by audit principles, this paper aims to identify themes of misbehaviours associated with interviewing. Using thematic analysis, it provides exploratory insights into misbehaviours vis-à-vis audit reports prepared by auditors through their observations of interviewers administering face-to-face surveys. 398 audit reports were reviewed and scrutinised for depictions of misbehaviour, and a total of eight themes were derived. These themes were then aggregated into three domains: issues with asking questions (78%), issues with probing answers (16%), and issues with conduct (5%). Analysis of the themes reveals behavioural patterns that point to actionable areas that researchers and market research agencies can adopt to curb misbehaviour. The findings are also discussed with respect to the utilisation of the audit perspective in deepening our understanding of interviewers and their behaviours.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":"55 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135993325","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 : 2023-09-15DOI: 10.1177/14707853231202759
Lara Agnoli, Steve Charters, Denton Marks, Valeriane Tavilla
Discussion of terroir emerged from “Old World” producers explaining their wines’ provenance and special nature and consumers wondering why one wine’s flavor differs from another’s despite no apparent difference in winemaking. European markets have entertained the concept far longer than their New World counterparts, applying it to a range of agricultural and place-based products. This paper asks how European consumers evaluate a New World wine’s terroir, studying results from a large Discrete Choice Experiment of Italian consumers considering Californian wine. We find a generally negative perception of the legal designation of terroir, expressed through the US American Viticultural Area label, and preference for a relatively broad definition of the wine’s geographic provenance. However, a terroir story focused on the specific site is most popular. Evidence of utility increasing with price suggests the price-quality heuristic. Three latent classes depicting preference models emerge which in turn have implications for producers of place-based products.
{"title":"Old world assessment of new world provenance cues: An Italian perspective","authors":"Lara Agnoli, Steve Charters, Denton Marks, Valeriane Tavilla","doi":"10.1177/14707853231202759","DOIUrl":"https://doi.org/10.1177/14707853231202759","url":null,"abstract":"Discussion of terroir emerged from “Old World” producers explaining their wines’ provenance and special nature and consumers wondering why one wine’s flavor differs from another’s despite no apparent difference in winemaking. European markets have entertained the concept far longer than their New World counterparts, applying it to a range of agricultural and place-based products. This paper asks how European consumers evaluate a New World wine’s terroir, studying results from a large Discrete Choice Experiment of Italian consumers considering Californian wine. We find a generally negative perception of the legal designation of terroir, expressed through the US American Viticultural Area label, and preference for a relatively broad definition of the wine’s geographic provenance. However, a terroir story focused on the specific site is most popular. Evidence of utility increasing with price suggests the price-quality heuristic. Three latent classes depicting preference models emerge which in turn have implications for producers of place-based products.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":"21 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135393547","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 : 2023-09-14DOI: 10.1177/14707853231201852
Ella Ward, Jenni Romaniuk, Giang Trinh, John Dawes, Virginia Beal
Line Extensions are among the most common form of product launch in packaged goods markets. As part of this process, brand managers must decide the visual design of the new variant’s packaging. To inform this decision making, this research aims to empirically quantify the efficacy of using colors versus images as signals of product variety on pack. We compare the use of color on 576 packs with perceptions of 1,853 category buyers across three categories in the USA. We find that for 84% of variant types, marketers use common colors to signal variety on pack, while consumers perceive that only 56% of variant types are represented by a particular color. Of greater concern, the colors used in practice and those expected by consumers align in only 16% of cases. By comparison, images are linked to variant types to a significantly greater extent (39% of cases). This suggests images are a stronger and more explicit signal of product variety than color. There are multiple implications arising from this study. It expands scholarly research on the use of colors in product extensions and, at the same time, provides a series of valuable benchmarks for industry practice in the portfolio management domain.
{"title":"How to signal product variety on pack: an investigation of color and image cues","authors":"Ella Ward, Jenni Romaniuk, Giang Trinh, John Dawes, Virginia Beal","doi":"10.1177/14707853231201852","DOIUrl":"https://doi.org/10.1177/14707853231201852","url":null,"abstract":"Line Extensions are among the most common form of product launch in packaged goods markets. As part of this process, brand managers must decide the visual design of the new variant’s packaging. To inform this decision making, this research aims to empirically quantify the efficacy of using colors versus images as signals of product variety on pack. We compare the use of color on 576 packs with perceptions of 1,853 category buyers across three categories in the USA. We find that for 84% of variant types, marketers use common colors to signal variety on pack, while consumers perceive that only 56% of variant types are represented by a particular color. Of greater concern, the colors used in practice and those expected by consumers align in only 16% of cases. By comparison, images are linked to variant types to a significantly greater extent (39% of cases). This suggests images are a stronger and more explicit signal of product variety than color. There are multiple implications arising from this study. It expands scholarly research on the use of colors in product extensions and, at the same time, provides a series of valuable benchmarks for industry practice in the portfolio management domain.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":"4 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134911009","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}
The ‘lipstick effect’ has been referred to as increased sales of beauty products post-crisis. The phenomenon happened after the Great Recession of 2007–2009 and even after the Great Depression of the 1930s. To date, no research focused on studying the post-Covid lipstick effect. Our study aimed to explore and quantify the post-Covid lipstick effect, with three studies exploring the long impact of the pandemic on clothing and beauty practices. Using qualitative analysis, Study 1 showed an impact of the first two lockdowns on fashion and beauty practices in women but not in men. Female students spent considerable time exploring their relationship with fashion and beauty products with a link to self-identity, while male students did not change their fashion and beauty practices. Our Study 2 showed that female participants chose a more vivid and wider range of colours since the Covid pandemic. Our Study 3 highlighted that female participants used a lower quantity with less frequent makeup since Covid. Our report highlighted, for the first time, a specific lipstick effect post-Covid, namely the ‘self-centred lipstick effect’.
{"title":"Exploring the post-COVID lipstick effect: A short report","authors":"Aurore Bardey, Daniel Almaguer Buentello, Jekaterina Rogaten, Anastasiia Mala, Ameerah Khadaroo","doi":"10.1177/14707853231201856","DOIUrl":"https://doi.org/10.1177/14707853231201856","url":null,"abstract":"The ‘lipstick effect’ has been referred to as increased sales of beauty products post-crisis. The phenomenon happened after the Great Recession of 2007–2009 and even after the Great Depression of the 1930s. To date, no research focused on studying the post-Covid lipstick effect. Our study aimed to explore and quantify the post-Covid lipstick effect, with three studies exploring the long impact of the pandemic on clothing and beauty practices. Using qualitative analysis, Study 1 showed an impact of the first two lockdowns on fashion and beauty practices in women but not in men. Female students spent considerable time exploring their relationship with fashion and beauty products with a link to self-identity, while male students did not change their fashion and beauty practices. Our Study 2 showed that female participants chose a more vivid and wider range of colours since the Covid pandemic. Our Study 3 highlighted that female participants used a lower quantity with less frequent makeup since Covid. Our report highlighted, for the first time, a specific lipstick effect post-Covid, namely the ‘self-centred lipstick effect’.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":" ","pages":""},"PeriodicalIF":3.0,"publicationDate":"2023-09-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47320988","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 : 2023-09-07DOI: 10.1177/14707853231198780
Lance A. Bettencourt, Mark B Houston
Despite scholarly critiques, use of the Net Promoter Score (NPS®) continues to grow in popularity among firms. Even researchers who criticize NPS recognize its potential for predicting desirable customer behaviors and revenue growth. However, a firm’s goal in measuring NPS is not to simply assess it, but to be empowered to improve that score. This goal begs an important question: Does a “net promoter” study provide the insights that a firm needs to improve their NPS? The critical, but untested, assumption in NPS use is that the insights gained from open-ended customer comments in a net promoter study can be used to set improvement priorities that will increase future NPS likely-to-recommend ratings. Through two distinct studies, one in a business-to-business context with auto dealership decision-makers and one in a business-to-consumer context with vehicle repair customers, we investigate this assumption. Our results reveal that the critical untested assumption of a net promoter study is questionable. The convergence is low to moderate between open-ended priorities from a net promoter study and predictors of the standard ‘likely-to-recommend’ NPS question. We also find that the convergence between customers’ open-ended priorities and their stated and derived priorities from closed-ended responses is higher for NPS detractors and passives than promoters, but it is still only moderate. The strength of this convergence of priorities is also impacted by the wording of the questions used to elicit customers’ open-ended priorities. Firms using open-ended comments to set priorities should ask customers, especially detractors, to identify areas for improvement. In addition, they should supplement open-ended customer feedback with closed-ended questions to get customers’ performance ratings in relation to their specific needs.
{"title":"The Untested Assumption: Can a Net Promoter Study Be Used to Improve Net Promoter Score?","authors":"Lance A. Bettencourt, Mark B Houston","doi":"10.1177/14707853231198780","DOIUrl":"https://doi.org/10.1177/14707853231198780","url":null,"abstract":"Despite scholarly critiques, use of the Net Promoter Score (NPS®) continues to grow in popularity among firms. Even researchers who criticize NPS recognize its potential for predicting desirable customer behaviors and revenue growth. However, a firm’s goal in measuring NPS is not to simply assess it, but to be empowered to improve that score. This goal begs an important question: Does a “net promoter” study provide the insights that a firm needs to improve their NPS? The critical, but untested, assumption in NPS use is that the insights gained from open-ended customer comments in a net promoter study can be used to set improvement priorities that will increase future NPS likely-to-recommend ratings. Through two distinct studies, one in a business-to-business context with auto dealership decision-makers and one in a business-to-consumer context with vehicle repair customers, we investigate this assumption. Our results reveal that the critical untested assumption of a net promoter study is questionable. The convergence is low to moderate between open-ended priorities from a net promoter study and predictors of the standard ‘likely-to-recommend’ NPS question. We also find that the convergence between customers’ open-ended priorities and their stated and derived priorities from closed-ended responses is higher for NPS detractors and passives than promoters, but it is still only moderate. The strength of this convergence of priorities is also impacted by the wording of the questions used to elicit customers’ open-ended priorities. Firms using open-ended comments to set priorities should ask customers, especially detractors, to identify areas for improvement. In addition, they should supplement open-ended customer feedback with closed-ended questions to get customers’ performance ratings in relation to their specific needs.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":" ","pages":""},"PeriodicalIF":3.0,"publicationDate":"2023-09-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48645611","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 : 2023-09-01DOI: 10.1177/14707853231198788
Jan Karem Höhne, Conrad Ziller, Timo Lenzner
Recent developments in communication technology and changes in people’s communication habits facilitate new data collection forms in web surveys. Technical devices, such as computers, tablets, and smartphones, enable researchers to rethink established communication forms and add a human touch to web surveys. Designing web surveys more human-like has the great potential to make communication between researchers and respondents more natural, which may result in higher survey satisfaction and data quality. Considering the existing survey literature, there are only a few studies investigating respondents’ willingness for new communication forms in web surveys. Hence, in the present study, we explore respondents’ willingness to take part in web surveys to have interviewers read questions via pre-recorded videos (question delivery) and in which respondents provide their answers orally via self-recorded videos (question answering). We included two willingness questions – one on question delivery via pre-recorded videos and one on question answering via self-recorded videos – in the non-probability SoSci panel in Germany. The results reveal that respondents’ willingness to have questions read by interviewers is higher than their willingness to self-record video answers. Believing that technology facilitates communication and perceiving the survey as being interesting increases willingness, whereas evaluating the survey topic as sensitive decreases willingness. Personality traits do not play a role when it comes to respondents’ willingness, except for extraversion.
{"title":"Investigating respondents’ willingness to participate in video-based web surveys","authors":"Jan Karem Höhne, Conrad Ziller, Timo Lenzner","doi":"10.1177/14707853231198788","DOIUrl":"https://doi.org/10.1177/14707853231198788","url":null,"abstract":"Recent developments in communication technology and changes in people’s communication habits facilitate new data collection forms in web surveys. Technical devices, such as computers, tablets, and smartphones, enable researchers to rethink established communication forms and add a human touch to web surveys. Designing web surveys more human-like has the great potential to make communication between researchers and respondents more natural, which may result in higher survey satisfaction and data quality. Considering the existing survey literature, there are only a few studies investigating respondents’ willingness for new communication forms in web surveys. Hence, in the present study, we explore respondents’ willingness to take part in web surveys to have interviewers read questions via pre-recorded videos (question delivery) and in which respondents provide their answers orally via self-recorded videos (question answering). We included two willingness questions – one on question delivery via pre-recorded videos and one on question answering via self-recorded videos – in the non-probability SoSci panel in Germany. The results reveal that respondents’ willingness to have questions read by interviewers is higher than their willingness to self-record video answers. Believing that technology facilitates communication and perceiving the survey as being interesting increases willingness, whereas evaluating the survey topic as sensitive decreases willingness. Personality traits do not play a role when it comes to respondents’ willingness, except for extraversion.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":" ","pages":""},"PeriodicalIF":3.0,"publicationDate":"2023-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44777289","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 : 2023-08-31DOI: 10.1177/14707853231198777
Sanghee Kim, Thomas S Gruca
The Net Promoter Score (NPS) is a widely used measure of customer loyalty. It was touted as “the one number you need to grow” due to a purported relationship between the NPS and firm growth. A number of academic papers have examined this macro relationship with decidedly mixed results. In this study, we focus on the micro relationship between a customer’s loyalty segment (Promoter, Passive, or Detractor) and purchasing behavior. While other studies focus on the relationship between a customer’s NPS segment and word of mouth (the other driver of firm growth), only a few have examined the impact of the NPS segment on consumer retention and future spending. Unlike prior studies using consumers, we have objective measures of retention, past spending, and future spending. We explore three important research questions: (1) Does past purchase behavior vary differ across the NPS segments? (2) Does future consumer behavior vary across the NPS segments? And (3) How do the NPS segments compare to other metrics in predicting future consumer behavior? Our data comes from post-visit surveys and transaction histories from the casino gaming industry. We find Promoters have significantly higher levels of past spending, retention, and future spending (controlling for past spending) than Detractors. However, using other metrics such as satisfaction or likelihood-to-revisit provides comparable fit to the data. Furthermore, the average difference in future spending between the Promoters and Defectors is small, despite its statistical significance. While this study provides empirical validation of the use of the NPS segments to capture differences in consumer behavior, managers have options with comparable explanatory power to measure the state of their relationships with customers. This study adds to the very limited empirical research that validates the assumptions about consumer behavior that underlie the use of the NPS for predicting firm growth.
{"title":"Net promoter score and future consumer behavior in the casino gaming industry","authors":"Sanghee Kim, Thomas S Gruca","doi":"10.1177/14707853231198777","DOIUrl":"https://doi.org/10.1177/14707853231198777","url":null,"abstract":"The Net Promoter Score (NPS) is a widely used measure of customer loyalty. It was touted as “the one number you need to grow” due to a purported relationship between the NPS and firm growth. A number of academic papers have examined this macro relationship with decidedly mixed results. In this study, we focus on the micro relationship between a customer’s loyalty segment (Promoter, Passive, or Detractor) and purchasing behavior. While other studies focus on the relationship between a customer’s NPS segment and word of mouth (the other driver of firm growth), only a few have examined the impact of the NPS segment on consumer retention and future spending. Unlike prior studies using consumers, we have objective measures of retention, past spending, and future spending. We explore three important research questions: (1) Does past purchase behavior vary differ across the NPS segments? (2) Does future consumer behavior vary across the NPS segments? And (3) How do the NPS segments compare to other metrics in predicting future consumer behavior? Our data comes from post-visit surveys and transaction histories from the casino gaming industry. We find Promoters have significantly higher levels of past spending, retention, and future spending (controlling for past spending) than Detractors. However, using other metrics such as satisfaction or likelihood-to-revisit provides comparable fit to the data. Furthermore, the average difference in future spending between the Promoters and Defectors is small, despite its statistical significance. While this study provides empirical validation of the use of the NPS segments to capture differences in consumer behavior, managers have options with comparable explanatory power to measure the state of their relationships with customers. This study adds to the very limited empirical research that validates the assumptions about consumer behavior that underlie the use of the NPS for predicting firm growth.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":" ","pages":""},"PeriodicalIF":3.0,"publicationDate":"2023-08-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47226363","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 : 2023-08-24DOI: 10.1177/14707853231195003
J. Dawes
The Net Promoter Score (NPS) is a popular management tool that is used in a variety of ways by firms, not-for-profits, and government. This study firstly provides an overview of the various ways in which the NPS is used. It then canvasses four concerns raised by researchers, authors and commentators about the NPS. These relate to (1) its presumed link to business growth, (2) the assumption that low NPS scores indicate negative word of mouth, (3) the weak association between stated likelihood to recommend and actual recommending, and (4) the claim that NPS is a superior metric to customer satisfaction. The evidence pertaining to those concerns is examined. The study then discusses another problem with the NPS that many practitioners are aware of, but has not been studied. The problem is that the counting method used to calculate the NPS introduces additional variation in scores compared to mean average likelihood-to-recommend scores. This additional variation occurs both across brands in a study, as well as for the same brand over survey waves. This variation is likely to be difficult for market research providers, or those who commission NPS work, to explain. The study concludes with alternative courses of action for NPS users.
{"title":"The net promoter score: What should managers know?","authors":"J. Dawes","doi":"10.1177/14707853231195003","DOIUrl":"https://doi.org/10.1177/14707853231195003","url":null,"abstract":"The Net Promoter Score (NPS) is a popular management tool that is used in a variety of ways by firms, not-for-profits, and government. This study firstly provides an overview of the various ways in which the NPS is used. It then canvasses four concerns raised by researchers, authors and commentators about the NPS. These relate to (1) its presumed link to business growth, (2) the assumption that low NPS scores indicate negative word of mouth, (3) the weak association between stated likelihood to recommend and actual recommending, and (4) the claim that NPS is a superior metric to customer satisfaction. The evidence pertaining to those concerns is examined. The study then discusses another problem with the NPS that many practitioners are aware of, but has not been studied. The problem is that the counting method used to calculate the NPS introduces additional variation in scores compared to mean average likelihood-to-recommend scores. This additional variation occurs both across brands in a study, as well as for the same brand over survey waves. This variation is likely to be difficult for market research providers, or those who commission NPS work, to explain. The study concludes with alternative courses of action for NPS users.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":" ","pages":""},"PeriodicalIF":3.0,"publicationDate":"2023-08-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47319108","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 : 2023-08-12DOI: 10.1177/14707853231191726
L. Paas
Organisations that develop analytical capabilities can leverage advanced data platforms and cloud-based solutions; they may also experiment with sophisticated machine learning algorithms. But when business analysts or data scientists fail to bridge the gaps among data, analytics, and decision-making, it might imply a premature implementation of complex data analytics. This article aims to derive clear guidelines from management literature to formulate a stepwise approach for deploying marketing analytics with increasing levels of complexity. Furthermore, we demystify the relevant jargon.
{"title":"Marketing analytics stages: Demystifying and deploying machine learning","authors":"L. Paas","doi":"10.1177/14707853231191726","DOIUrl":"https://doi.org/10.1177/14707853231191726","url":null,"abstract":"Organisations that develop analytical capabilities can leverage advanced data platforms and cloud-based solutions; they may also experiment with sophisticated machine learning algorithms. But when business analysts or data scientists fail to bridge the gaps among data, analytics, and decision-making, it might imply a premature implementation of complex data analytics. This article aims to derive clear guidelines from management literature to formulate a stepwise approach for deploying marketing analytics with increasing levels of complexity. Furthermore, we demystify the relevant jargon.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":" ","pages":""},"PeriodicalIF":3.0,"publicationDate":"2023-08-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44483451","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 : 2023-08-08DOI: 10.1177/14707853231194984
C. Hall, G. Prayag, Youri Oh, Mahshid Ahdiyeh Mahdavi, Lim Xin Jean
Drawing substantially on epistemologies developed in the context of vulnerable populations and responding to calls for greater epistemic justice in marketing research, an intersectional framework involving positionality, partiality, reflexivity, and situated knowledges is proposed to reflect on undertaking market research with Muslim minority populations in non-Muslim majority countries. This population is often highly vulnerable due to stigmatisation, Islamophobia and processes of othering that affect Muslim consumer behaviour, practices and identity. The framework is derived from reflexive experiences of market research undertaken by the authors on and with Islamic consumers both on an individual and collective basis and from relevant literature. The framework highlights the relational nature of the research experience and the situatedness and positionality of both the researcher and researched. In the case of research with Muslim populations we also draw out the significance of religious identity, ideology and religiosity; intersectionalities, including gender; and religious and cultural power as framed by cultural and institutional practices and which affect notions of class and attitudes to the other. We propose an approach that helps overcome Muslim/non-Muslim binaries that flatten the lived notions of the Muslim experience and consumption practices and instead provide for a richer and more representative account of Muslim identity. However, this approach also heightens researcher sensitivity to the situatedness of Muslims within social norms and the implications that this has for anonymity.
{"title":"Positionality, inter-subjectivity and reflexivity in Muslim minority research","authors":"C. Hall, G. Prayag, Youri Oh, Mahshid Ahdiyeh Mahdavi, Lim Xin Jean","doi":"10.1177/14707853231194984","DOIUrl":"https://doi.org/10.1177/14707853231194984","url":null,"abstract":"Drawing substantially on epistemologies developed in the context of vulnerable populations and responding to calls for greater epistemic justice in marketing research, an intersectional framework involving positionality, partiality, reflexivity, and situated knowledges is proposed to reflect on undertaking market research with Muslim minority populations in non-Muslim majority countries. This population is often highly vulnerable due to stigmatisation, Islamophobia and processes of othering that affect Muslim consumer behaviour, practices and identity. The framework is derived from reflexive experiences of market research undertaken by the authors on and with Islamic consumers both on an individual and collective basis and from relevant literature. The framework highlights the relational nature of the research experience and the situatedness and positionality of both the researcher and researched. In the case of research with Muslim populations we also draw out the significance of religious identity, ideology and religiosity; intersectionalities, including gender; and religious and cultural power as framed by cultural and institutional practices and which affect notions of class and attitudes to the other. We propose an approach that helps overcome Muslim/non-Muslim binaries that flatten the lived notions of the Muslim experience and consumption practices and instead provide for a richer and more representative account of Muslim identity. However, this approach also heightens researcher sensitivity to the situatedness of Muslims within social norms and the implications that this has for anonymity.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":" ","pages":""},"PeriodicalIF":3.0,"publicationDate":"2023-08-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47075973","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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