In the IJMR
The IJMR provides a forum for practitioners, academics and others to share and discuss all aspects of research: applications, methodologies, new technologies, technology transfer from related areas, solutions, strategic and management issues.
Table of contents
Viewpoint
Free to read here: Viewpoint opinion pieces from recent issues of the IJMR on key industry issues:
The future of market research – Ian Lewis
International Journal of Market Research 54(1), 2012
In this Viewpoint, Ian Lewis explains the 2011 Cambiar Future of Research Study, which addressed certain questions on the future of market research: is the industry facing transformation? what will 2020 look like? how is the profession doing today? what are the barriers and enablers for becoming a thought partner? And what are the implications? He concludes with what the changes mean specifically for academics and educators.
A marginalised future for market research? – Adam Phillips
International Journal of Market Research 53(6), 2011
In this Viewpoint piece, Adam Phillips raises some serious concerns about the future potential marginalisation of market research in the technology-facilitated communications world of today, citing the history of Operational Research as an example of what could be a future scenario.
Publishing Replications in Marketing – Mark Uncles
International Journal of Market Research 53(5), 2011
It is widely accepted that replication is central to normal scientific investigation, through which robustness of results are demonstrated and norms described. An oft-expressed criticism is that replicated results are not managerially useful because marketing managers are trying to break the mould rather than abide by norms. The importance of replication is stressed by Mark Uncles in this article.
Response to Tim Bock: ‘Improving the display of correspondence analysis using moon plots’ – Martin Collins
International Journal of Market Research 53(5), 2011
This article summarises and responds to Tim Bock’s recent paper on correspondence analysis (IJMR 53,3). Martin Collins suggests that the original paper did not justify the use of CA and offers reasoning for its purpose here.
Reply to Collins – Tim Bock
International Journal of Market Research 53(5), 2011
In response to Martin Collins’ piece in IJMR 53,5, which in turn was a response to Tim Bock’s own paper in IJMR 53,3, Bock tries to answer Collins’ concerns regarding the use of correspondence analysis.
Lessons from Academia – Patten Smith
International Journal of Market Research 53(4), 2011
Having previously argued that academics and agencies have different forms of expertise in the field of market research, Patten Smith presents the lessons learnt from two sessions conducted by academics: a seminar on survey non-response and attrition, organised by the ESRC Survey Resources Network (SRN), and a two-day course on questionnaire design by Jon Krosnick.
Is neuroscience facilitating a new era of the hidden persuader – Ian Addie
International Journal of Market Research 53(3), 2011
In this Viewpoint, Ian Addie critiques the field of neuromarketing, considering whether it has become an industry buzz word, shrouded in mystery and misconception, and with considerable vagary around the subject in terms of the various techniques being adopted.
Why behavioural economics should only make market research stronger – Nick Southgate
International Journal of Market Research 53(2), 2011
Nick Southgate’s Viewpoint discusses the importance of behavioural economics (BE) to market research and how it can affect the field
To spin straw into gold? New lessons from consumer-generated content - Mariann Hardey
International Journal of Market Research 53(1), 2011
In this Viewpoint article considers the lessons market research can learn from user-generated content. Taking notice of consumers is nothing new in market research; what is new is the social applications and ‘infoglut’ of consumer information. Market research analytics need to take a more nuanced approach to using new social media applications.
The case for public service market research - Ed Mayo
International Journal of Market Research 52(6), 2010
This paper argues for MR becoming more of a “force for social progress”, along the lines of public service broadcasting. It recommends collaborations such as those already being undertaken by researchers and public health agencies such as the Center for Disease Control in the US and the National Health Service in the UK. But this is still best practice, not common practice. Information can be a public good and not just a private gain, the paper concludes.
A productive future for research - Nick Coates and Simon Lidington
International Journal of Market Research 52(5), 2010
A short paper on what the authors see as a “substansive shift in emphasis” among market researchers - driven by the digital revolution and the growing popularity of neuroscience-based techniques - away from reducing real-life findings to a neat, “containable summary” and towards these real-life emotional responses, with all their “messiness”. Market researchers are seen as “connectors as well as deep divers”, and “flow-makers as well as chaos-containers”
Existentialism - a school of thought based on a conception of the absurdity of the universe - Malcolm McDonald
International Journal of Market Research 52(4), 2010
In his editorial, Malcolm McDonald discusses the problems and difficulties inherent in market segmentation and how this affects the market research discipline.
Incorporating demographics into discrete choice analysis: a brief comment - Juan de Dios Ortúzar
International Journal of Market Research 52(4), 2010
Juan de Dios Ortúzar comments on the article by Robert E. Carter from IJMR 52(3).
Opinion Polls: less of a problem for research, more of a teaching aid - Nick Moon
International Journal of Market Research 52(3), 2010
In his editorial, Nick Moon reviews the use of polls to predict the outcomes of UK General Elections and how the media convey the results.
Getting back in the frame - Trevor Sharot
International Journal of Market Research 52(2), 2010
In his editorial, Trevor Sharot discusses the history of surveying for market research and the difficulties that are posed modern-day.
Learn to love procurement - Louise Cretton
International Journal of Market Research 52(1), 2010
In her editorial, Louise Cretton argues in favour of procurement in the area of market research, which at present is in its infancy. Procurement professionals are focused on two main targets: managing cost/value to the business and establishing an appropriate roster of agencies to meet business information needs. Cretton expects that procurement will only grow in influence and encourages agencies to learn to be more effective in commercial engagement.
Survey research – two types of knowledge – Patten Smith
International Journal of Market Research 51(6), 2009
Patten Smith argues that there is a major divide in the kinds of knowledge held by survey experts in research agencies and in academia, and that this works to the detriment of survey research. He suggests that those who work in agencies and claim survey expertise are strong on practice and weak in theory, while academic survey experts show the opposite qualities. He puts forward ways in which the two groups could learn from each other but does not believe the market is providing any motivation for change.
Manipulator or messenger? Nick Tanner
International Journal of Market Research 51(5), 2009
Nick Tanner addresses the issue of market research being used for promotional and public relations' purposes, rather than purely finding the truth. He argues that the research industry's stock response to such criticism - blaming journalists and the media - is insufficient on its own and it should do more to defend and safeguard its reputation.
More seers, fewer craftsmen -
Anthony Tasgal
International Journal of Market Research 51(4), 2009
Anthony Tasgal argues that unless the industry undergoes forcibly some cultural surgery it will not attract the people it needs to thrive and adapt in the 21st century.
Semiotics: a winning formula? Chris Arning
International Journal of Market Research 51(3), 2009
Recognising that commercial semiotics is one of the most
powerful tools in the marketer’s arsenal, the author argues that the industry needs to create
standards for semiotics. In the long term, this would mean
the creation of tutored courses and
training establishments, a comprehensive
curriculum and accredited qualifications
for semiotics practitioners.
Visual puffery in advertising - Marc Fetscherin & Mark Toncar
International Journal of Market Research 51(2), 2009
Following a recent judgement in the US that 'puffery' in advertising can include visual images. the authors argue the need for research to investigate the potentially powerful influence that visuals can exert on consumers expectations of product performance, and the resulting impact on product choice.
The faddish breakouts of ethnography - Clive Boddy
International Journal of Market Research 51(1), 2009
Ethnographic research has been described as a fad that promised to look beneath the rationalisations of consumers, but did not in fact deliver the cut-through promised by agencies. This perhaps provides a clue to the emergence and relative disappearance of ethnography over the past 20 years, and to its recent re-emergence.
MR confidential: anonymity in
market research - John Griffiths
International Journal of Market Research 50(6), 2008
Anonymity of respondents, and their individual opinions, is usually considered sacrosanct within much of the research conducted by the market research industry. In this Viewpoint piece, John Griffiths argues that it is high time this view is reconsidered, as anonymity is rapidly becoming something of a fiction in today’s world of databases.
Web 2.0 and the ‘naming of parts’ -
Nick Buckley
International Journal of Market Research 50(5), 2008
Nick Buckley of GfK NOP discusses the 'naming of parts' in relation to Web 2.0. Some commentators argue that market research has traditionally been based on a 'top down' approach; that is, the provision of a closed set of options, which limited what respondents could tell researchers. Web 2.0, on the other hand, is often seen as a ‘folksonomy’.
UK alcohol policy and market
research: media debates and
methodological differences - Chris Hackley
International Journal of Market Research 50(4), 2008
In this Viewpoint article, Chris Hackley describes some of the important consequences and issues for the industry when the media are faced with market research commissioned from different perspectives on a high-profile topic – alcoholic drink marketing and consumption behaviour in the UK. He discusses the conflicting role of research in informing the debate on the subject.
‘Wither the survey?’- Mike Savage and Roger Burrows
International Journal of Market Research 50(3), 2008
It is commonplace to argue that the proliferation of new kinds of data and
information has created huge social changes that we still do not really
understand. One interesting example is the worry of social scientists that their
preferred data sources and modes of analysis are being challenged by the
rise of new digital data sources.
After 50 years of IJMR, the state of marketing, Malcolm McDonald
International Journal of Market Research 50(2), 2008
Malcolm McDonald looks at the current state of marketing, and the relationship between the academic community and marketing practitioners. It argues that academics must avoid talking about increasingly narrow issues in an increasing impenetrable language to an increasingly restricted audience, and that marketing as a whole is long overdue for a reality check.
Facebook: the future of networking with customers. Ray Poynter
International Journal of Market Research 50(1), 2008
Ray Poynter looks at the increasing importance of social networking websites, arguing that portals such Facebook could pose a challenge to traditional market research, a fact demonstrated in its simplest form by the opportunities they provide for finding out quick answers to simple questions at low cost.
Ethnography and market research.
Philly Desai
International Journal of Market Research 49(6), 2007
Measuring the right things. Les Binet and Peter Field
International Journal of Market Research 49(5), 2007
Binet and Field argue for a change of emphasis in the metrics traditionally used for measuring the imapct of marketing.
The future of market research. Sam Smith
International Journal of Market Research 49(4), 2007
Sam Smith travels to 2030 to show us the future of marlet research.
- Polling, politics and the press. Deborah Mattinson
International Journal of Market Research 49(3), 2007
Deborah Mattinson discusses the media agenda when commissioning and reporting the results of political opinion research. It argues the case for giving a higher priority to methodological rigour and identifies why research practitioners must fight to protect their integrity.
- Public Information – now’s the time to make it freely available. Keith Dugmore
International Journal of Market Research 49(2), 2007
Keith Dugmore looks at the very important issue of public information and the need to make it free at the point of delivery. His argument reflects a growing campaign in the UK to improve access to data that the tax payer has in effect already paid for.
- The commercial–academic divide: never the twain shall meet?
Sheila Keegan
International Journal of Market Research 49(1), 2007
Sheila Keegan,
a commercial qualitative researcher for many years, an AQR committee member and a Chartered Psychologist on the committee of the Qualitative Methods in Psychology (QMiP), looks at the differences between the commercial and academic qualitative research worlds.
- The importance of blogging. Mike Cooke
International Journal of Market Research 48(6), 2006
Mike Cooke expresses his opinion on blogging, arguing that this rapidly growing phenomenon (in which he includes social networking and content-sharing websites) is having a massive influence on consumers and, consequently, how research should be conducted. He says that researchers need to adopt a culture of engagement to keep up.
- Writing stuff - why bother?
Gill Ereaut
International Journal of Market Research 48(5), 2006
In this Viewpoint piece, IJMR Executive Editorial Board member Gill Ereaut addresses some of the benefits to market research practitioners of writing pieces concerning their work for publication in journals. She argues that publishing work can not only help to build up reputations and fuel practical insight, but can also encourage a greater degree of professionalism in the industry by enhancing the common stock of knowledge.
- The splintered society,
Winston Fletcher,
Chairman of the Royal Institution
International Journal of Market Research 48(4), 2006
The consumers' universe is growing more and more fragmented with every day that passes – and I fear the market research business is not keeping ahead of the curve.
- The trouble with marketing research is marketing researchers, Nigel F Piercy, Warwick Business School
International Journal of Market Research 48(3), 2006
Market research and researchers are faced with a number of different challenges and opportunities.
- Commercialisation of childhood? The ethics of research with primary school children, Agnes Nairn, Marketing at the School of Management, University of Bath
International Journal of Market Research 48(2), 2006
This Viewpoint raises concerns about the ethics of conducting market research on commercial products among children...
- Checks and balances, David V.L. Smith, Incepta Marketing Intelligence
International Journal of Market Research 48(1), 2006
This opinion piece discusses the emergence of a new form of market research, in which researchers go beyond the provision of data alone to offer judgements and interpretations...
Market Research Abstracts
Contributing
Contributions are welcomed for each of the three main sections of the IJMR: formal papers, Forum for shorter articles or ‘thinkpieces’ and Viewpoint which provides an opportunity for an author to state their views on a particular research industry issue they feel strongly about.
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