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Negative effects of unlabeled response scales
Research Paper • Lars Bergkvist, Int. Journal of Market Research, Vol. 63, No. 6, 2021, pp. 772-785
This study used a novel research approach to investigate the effects of unlabeled response scales on response distributions.
Data quality assurance begins before data collection and never ends: What marketing researchers absolutely need to remember
Research Paper • Zachary Moore, Dana E. Harrison, and Joe Hair, Int. Journal of Market Research, Vol. 63, No. 6, 2021, pp. 693-714
Data quality has become an area of increasing concern in marketing research. Methods of collecting data, types of data analyzed, and data analytics techniques have changed substantially in recent years.
Using memes in online surveys to engage and motivate respondents
Research Paper • Catherine A. Roster, Int. Journal of Market Research, Vol. 63, No. 6, 2021, pp. 754-771
This study explored the influence of Internet memes, specifically image macros of animals with motivational captions, on survey respondents' engagement with the survey-taking experience and subsequent data quality.
Using examples to increase recall in self-administered questionnaires
Research Paper • Joan M. Phillips, Int. Journal of Market Research, Vol. 63. No. 6, 2021, pp. 738-753
Self-administered questionnaires often use examples or lists of examples to aid respondent recall. We report on the results of a field experiment examining how such examples in survey questions affect the episodic recall of events.
Enhancing self-administered questionnaire response quality using code of conduct reminders
Research Paper • Chad Saunders and Jack Kulchitsky, Int. Journal of Market Research, Vol. 63, No. 6, 2021, pp. 715-737
A key challenge for self-administered questionnaires (SaQ) is ensuring quality responses in the absence of a marketing professional providing direct guidance on issues as they arise for respondents.
RTÉ Radio 1 fights back: Proving that emotionally connected listeners drive advertising impact
Case Study • MRS Awards Papers, Finalist, Media Research, 2021
RTE Radio 1, an Irish radio station, launched a campaign in Ireland to provide a detailed understanding of the current and future needs and behaviour of radio listeners and provide evidence of the effectiveness and value of advertising on the station.
Boots: Decoding the drivers of store choice
Case Study • MRS Awards Papers, Finalist, Applications of Research, 2021
Boxclever, a business management consultant, and Walgreen Boots Alliance, a pharmaceutical brand, launched a campaign in the UK to drive consumer value perceptions and retailer choice.
Department of Health: COVID-19 social distancing and behaviour study
The Department for Health and Social Care (DHSC), a government department, conducted a research study in the UK to inform the Government's Covid-19 communications response and policy design and assess the behavioural response and changing circumstances.
How moment-to-moment EEG measures enhance ad effectiveness evaluation: Peak emotions during branding moments as key indicators
Research Paper • Tomaž Kolar, Zenel Batagelj, Ismir Omeragić, and Melika Husić-Mehmedović, Journal of Advertising Research, Vol. 61, No. 4, 2021, pp. 365-381
Existing literature compares neuromarketing and traditional methods, making the questionable assumption that these are monolithic measurement alternatives all serving the same, predictive purpose.
Market research – the science of people, not numbers.
Opinion • Sam Salama, November 2021
At a time when it's never been easier to watch behaviour from afar, we should remember that the most meaningful learnings about our customers come from getting up close and asking them, says Sam Salama, a Senior Research Executive at MountainView.
Comparing respondents who passed versus failed an Instructional Manipulation Check: A case study about support for climate change policies
Research Paper • Maria Rubio Juan and Melanie Revilla, Int. Journal of Market Research, Vol. 63, No. 4, 2021, pp. 408-415
The presence of satisficers among survey respondents threatens survey data quality. To identify such respondents, Oppenheimer et al.
Maximizing participation from online survey panel members
Research Paper • Kylie Brosnan, Astrid Kemperman and Sara Dolnicar, Int. Journal of Market Research, Vol. 63, No. 4, 2021, pp. 416-435
Low survey participation from online panel members is a key challenge for market and social researchers.
Processing fluency scale development for consumer research
Research Paper • Alena Kostyk, James M. Leonhardt, and Mihai Niculescu, Int. Journal of Market Research, Vol. 63, No. 3, 2021, pp. 353-367
Processing fluency or the subjective experience of ease that consumers can experience when processing information is a prominent construct in consumer research.
Are self-description scales better than agree/disagree scales?
Research Paper • Jerry Timbrook, Jolene D Smyth, and Kristen Olson, Int. Journal of Market Research, Vol. 63, No. 2, 2021, pp. 201-215
Questions using agree/disagree (A/D) scales are ubiquitous in survey research because they save time and space on questionnaires through display in grids, but they have also been criticized for being prone to acquiescent reports.
Cognitive load reduction strategies in questionnaire design
Research Paper • Kylie Brosnan, Bettina Grün, and Sara Dolnicar, Int. Journal of Market Research, Vol. 63, No. 2, 2021, pp. 125-133
Survey data quality suffers when respondents have difficulty completing complex tasks in questionnaires.
What we know about survey and questionnaire design
Article • WARC Best Practice, May 2021
Current thinking and writing on the subject of designing surveys to make the questions most conducive to accurate, useful answers and better quality data.
The use of branding strategies to increase the uptake of modern contraception among Kenyan youth
Research Paper • Alejandra Leyton, Paul Hutchinson and Anastasia Mirzoyants, Int. Journal of Market Research, Vol. 63, No. 1, 2021, pp. 15-26
Building brand equity is a strategic process that can boost normative and behavior change campaigns. However, the use of brand equity within the social and health sciences remains an under-researched field in lower income countries.
Hello Alexa, is there any survey for me? VAI (voice assisted interview) as a way to stop chasing respondents
Research Paper • Ennio Armato, ESOMAR Conference papers, Insights Festival, 2020
Smart speaker brand Amazon Echo was used to explore if Voice Assisted Interview (VAI) could gain insights from panels and offer fresh ways to reach the digital consumer in the US.
World Animal Protection: Love is blind – Changing attitudes towards the global dolphin entertainment industry
Research Paper • MRS Awards Papers, Finalist, MRS Award for International Research, 2020
World Animal Protection, a global charity for the prevention of animal suffering, used its research into visitors to dolphin venues worldwide to fuel its campaign to end the promotion of dolphin venues.
The brand strategy toolkit: The Kano Model
Article • Nick Liddell, WARC Exclusive, December 2020
Developed in 1984 by Japanese Professor Noriaki Kano, The Kano Model classifies the features of a brand experience into five categories, depending on their ability to drive customer satisfaction.
Integration of product and personal motivation yields KPI lifts
Research Paper • Bill Harvey, Bill McKenna, Kasper Skou and Charles Cantu, ARF Experiential Learning, November 2020
Presents a case study in which combining conscious product-specific motivations and subconscious personal motivations yields the best results.
Giving voice to the voiceless: Conducting research with the disempowered through AI-powered voice survey technology
Research Paper • Violet Lazarevic, Anne-Marie Moir and Jonathan Prosser, ESOMAR Conference papers, APAC, 2020
Telstra, a telecommunications and technology company, investigated AI-powered voice surveys as an alternative survey format for commercial research in Australia, particularly in terms of capturing a more inclusive spectrum of respondents including disempowered members of society.
Are you ready to meet EVE? Using conversational AI to deliver consumer insights
Research Paper • Garreth Chandler and Tom Caley, ESOMAR Conference papers, APAC, 2020
This paper explores the benefits of using conversational AI to deliver consumer insights by presenting the development and application of the chatbot EVE (Evolved Verbatim Engine), which was designed to chat with people as part of, and instead of, a structured survey in Australia.
From customer satisfaction to customer experience: From traditional satisfaction research to customer experience in a hybrid real-time model
Research Paper • Flávia Lage, Marco Antonio Gomes and Karen Russi, ESOMAR Conference papers, Latin America, 2020
Banco do Brasil, an asset management company, designed a series of feedback collection KPIs to offer a personalised customer research experience and improve feedback quality in Brazil.
Augmented reality: An ally for digital marketing research
Research Paper • Cristina Leo and Francisco Calixto, ESOMAR Conference papers, Latin America, 2020
This paper examines the use of augmented reality (AR) to enhance a study into the price perception of products when viewed online as opposed to in the flesh.
What we know about gamification as a research method
Article • WARC Best Practice, October 2021
This article explores the reading around gamification as a research method, the attempt to make surveys and questionnaires more engaging, enhancing both the experience and ideally the quality of data.
Changing touchpoint influence and relevance as a result of the pandemic
Article • Eric Dherte, WARC Exclusive, October 2020
This research looks at 36 touchpoints for 18 non-alcoholic drinks brands through a methodology that evaluates the relative influence of each touchpoint.
Research Paper • Cristina Leo and Francisco Calixto, ESOMAR, Latin America, 2020, pp. 0-0
What you see as an advertiser is NOT what the audience really gets
Research Paper • Dmitry Gaiduk, ESOMAR, Fusion, 2019, pp. 0-0
Complementing survey research with non-conscious tools allows researchers to gain a better understanding of what really drives consumer decisions: emotions, biases and stereotypes.