Showing papers in "International Journal of Market Research in 2002"
TL;DR: In a recent article on conducting international marketing research in the twenty-first century (Craig & Douglas 2001), the application of new (electronic) technology for data collection was described as mentioned in this paper.
Abstract: In a recent article on conducting international marketing research in the twenty-first century (Craig & Douglas 2001), the application of new (electronic) technology for data collection was encoura...
686 citations
TL;DR: In this paper, a survey with marketing managers in 86 large (more than 25 outlets) UK retail and retail service organisations was conducted to assess corporate attitudes towards customer satisfaction measurement and found that the majority of the managers do not agree with the criticisms of CSM commonly cited in the literature, although a number are not fully satisfied with their CSM programmes.
Abstract: Following criticism of customer satisfaction measurement in the literature, this paper reports on a programme of research aimed at assessing corporate attitudes towards customer satisfaction measurement. The findings are based on a survey undertaken with marketing managers in 86 large (more than 25 outlets) UK retail and retail service organisations. The managers are generally aware of the weakness of using customer satisfaction measurement on its own, and therefore mystery shopping and staff surveys are commonly used to augment the results of customer satisfaction surveys. The research also found that the majority of the managers do not agree with the criticisms of CSM commonly cited in the literature, although a number are not fully satisfied with their CSM programmes. In particular, more needs to be done with regard to the provision of feedback to dissatisfied customers and also in the benchmarking of customer satisfaction against competitors, since very few of the respondents are currently satisfied with their approach to these activities.
84 citations
TL;DR: The problem of ensuring representativeness is discussed: the dangers of convenience samples and the value of purposive sampling, and four ‘rules of thumb’ are proposed for inferences that may be safely drawn from small samples (30 or less), when one is satisfied that they are representative.
Abstract: Numerous market research studies are conducted with small samples of data. Many of these data are described as ‘qualitative’. Researchers do not always appropriately take into account the size of the sample when drawing inferences about populations from small samples of data. In this paper we present some rules of thumb that may be employed when attempting to draw inferences from small samples, such as those typically used in qualitative research.
71 citations
TL;DR: In this article, the authors explored the characteristics and attractiveness of UK older consumers to marketers and showed that the UK's ageing population is potentially a dominant segment of the consumer market of the UK.
Abstract: This article explores the characteristics and attractiveness of UK older consumers to marketers. It shows that the UK's ageing population is potentially a dominant segment of the consumer market of...
63 citations
Journal Article•
58 citations
TL;DR: In this article, the authors explore the nature, language, methods and applications of semiotics in advertising and show that it is necessary to understand a piece of advertising in terms of its visual signs, linguistic signs, au...
Abstract: The paper explores the nature, language, methods and applications of semiotics. It is necessary to understand, for example, a piece of advertising in terms of its visual signs, linguistic signs, au...
55 citations
TL;DR: The need to include patient needs in market segmentation is taken into account by considering the consequences of not segmenting the market strategically as mentioned in this paper, and the potential impact and application of this novel thinking within pharmaceutical companies is reviewed.
Abstract: While the principles of needs or benefit-based market segmentation have been long established, its potential value as a route to a stronger market understanding and ultimately competitive advantage has been largely untapped in pharmaceutical marketing research, with internal process rather than market focus driving market understanding. Many of the tensions around the use of geodemographics for market segmentation in the consumer work are mirrored in the use of classification systems and diagnosis in the pharmaceutical environment. This paper presents the application of needs-based segmentation – market segmentation based on understanding how physicians use perceptions of patient needs to group patients and then use this understanding to make appropriate treatment decisions specific to each patient group. The need to include patient needs in market segmentation is taken into account by considering the consequences of not segmenting the market strategically. The approach is illustrated to show how valuable outputs are generated and how direction may be provided across the brand development process. The potential impact and application of this novel thinking within pharmaceutical companies is reviewed. This paper shows how a benefit-based or needs-based segmentation of the market provides a more potent view of the market, and argue that market segmentation should therefore be fashioned to reflect this.
34 citations
TL;DR: In this paper, the authors examine the current possibilities and probabilities for business-to-business (B2B) e-commerce and examine current research methods and how they can adapt.
Abstract: This paper will examine the current possibilities and probabilities for business-to-business (B2B) e-commerce. It will also examine current research methods and how they can adapt, ultimately throu...
29 citations
TL;DR: The authors used semiotic analysis to look at the language and imagery used by the market research industry to market itself, and argued that it needs to change if research is to be taken seriously.
Abstract: The author uses semiotic analysis to look at the language and imagery used by the market research industry to market itself, and argues that it needs to change if research is to be taken seriously ...
16 citations
TL;DR: In this article, the authors look at the rapidly advancing recognition of the importance of brands within the international pharmaceutical arena and explore what ramifications recent developments in our understandings have on these brands.
Abstract: This paper looks at the rapidly advancing recognition of the importance of brands within the international pharmaceutical arena. It explores what ramifications recent developments in our understand...
15 citations
TL;DR: In this paper, the results of an investigation of willingness to pay (WTP) for new vaccines were presented, where the vaccines considered are for infections with several subtypes and one option is to cover a broad...
Abstract: This paper summarises the results of an investigation of willingness to pay (WTP) for new vaccines. The vaccines considered are for infections with several subtypes. One option is to cover a broad ...
TL;DR: The authors examines the way we go about building conceptual models to analyse quantitative market research data and positions the discussion within the context of the scientific paradigm and developped a conceptual model to analyze quantitative market data.
Abstract: This article examines the way we go about building conceptual models to analyse quantitative market research data. It positions the discussion within the context of the scientific paradigm and deve...
TL;DR: In this article, the authors discuss good practice in identifying, sampling and classifying businesses from what we may term the "traditional" business-to-business perspective, and propose a methodology to identify, sample, and classify businesses from a "non-traditional" perspective.
Abstract: Over the years, much has been written concerning good practice in identifying, sampling and classifying businesses from what we may term the ‘traditional’ business-to-business perspective. In addit...
TL;DR: In this paper, the authors describe how research played a fundamental role in the development of Abbey National's Convenience Retailing strategy, including the inclusion of Costa coffee in its retail outlets.
Abstract: How research played a fundamental role in the development of Abbey National's Convenience Retailing strategy, including the inclusion of Costa coffee in its retail outlets.
TL;DR: In the days when manufacturing was king and service industries were hardly thought of, there was a significant market for what was called industrial market research as discussed by the authors, which comprised researching small populations of extremely non-homogeneous businesses to establish the market for certain types of industrial machinery, equipment or products.
Abstract: It is perhaps appropriate to start with a little history. In the days when manufacturing was king and service industries were hardly thought of, there was a significant market for what was called industrial market research. This comprised researching small populations of extremely non-homogeneous businesses to establish the market for certain types of industrial machinery, equipment or products. The studies generally comprised equal parts of desk research and depth interviews, and a great deal of experience was required to interpret results and derive market size, shares, etc. It was generally considered, because the markets were small in terms of absolute numbers of buyers, and non-homogeneous, that large statistical samples and sophisticated sampling techniques were simply not appropriate.
TL;DR: In this paper, a new qualitative research technique of associative meaning mapping is used to understand what the term "Healthy Living" means to consumers, and the technique extends the associative group...
Abstract: A new qualitative research technique of ‘associative meaning mapping’ is used to understand what the term ‘Healthy Living’ means to consumers. The technique extends the method of associative group ...
TL;DR: In this paper, the role of audience involvement in achieving advertising effectiveness is discussed and a literature review shows that the role may not be straightforward, especially taking into account factors built i...
Abstract: Discusses the role of audience involvement in achieving advertising effectiveness. A literature review shows that the role may not be straightforward, especially taking into account factors built i...
TL;DR: In this paper, qualitative research as applied to business-to-business (B2B) markets is discussed, and the context -how business structures have changed and become more complex; how qualitative researchers are c...
Abstract: Discusses qualitative research as applied to business-to-business (B2B) markets. Covers; the context -how business structures have changed and become more complex; how qualitative researchers are c...
TL;DR: In this article, the authors discuss increasing opportunities for market research in international or global business, methods and implications, cultural and country differences, all with illustrations, and conclude that international business-to-business (B2B) research is growing.
Abstract: International business-to-business (B2B) research is growing. Discusses: increasing opportunities for market research in international or global business, methods and implications, cultural and country differences, all with illustrations.
TL;DR: In this paper, the vital part played by research in compelling senior management at Levi-Strauss Europe to recognise the scale of the decline in the jeans market (1997-8), uncover the reasons for it and...
Abstract: Describes the vital part played by research in compelling senior management at Levi-Strauss Europe to recognise the scale of the decline in the jeans market (1997-8), uncover the reasons for it and...
TL;DR: In this paper, the authors describe a case study designed to demonstrate the feasibility of building a linked decision model based on the implications of distributed decision-making in healthcare, and thus to provide the ability to make quantified predictions of product offer performance.
Abstract: This paper describes a case study designed to demonstrate the feasibility of building a linked decision model based on the implications of distributed decision-making in healthcare, and thus to provide the ability to make quantified predictions of product offer performance. The approach taken was to adapt an existing conjoint-based forecasting tool (CAPMOD(tm)), (Brice et al. 2000). Our results show that there is a subset of product attributes on which physicians and patients perceive substantive differences in terms of their relative importance in their views of therapy alternatives. We also demonstrate that the observed differences in predicted share uptake between the separate, non-integrated physician and patient models and the integrated model do not necessarily follow from the observed differences in average relative importance between the two customer types, as would be the case for many existing simulation models. This additional insight into the decision-making process was possible through the use of a decision model which includes the key element of individual physician-patient linkage with an associated cut-off threshold. The paper describes the details of the approach and shows example outputs from the model. It will explore a number of interesting practical and theoretical issues that were encountered in the course of conducting this research.
TL;DR: In the context of an increasingly pluralist and in some ways troubled society, work was undertaken to investigate the role of formal education and non-educational organisations in building good citizenship in girls and young women (9-19 years old).
Abstract: In the context of an increasingly pluralist and in some ways troubled society, work was undertaken to investigate the role of formal education and non-educational organisations in building good citizenship in girls and young women (9-19 years old). Different stages in the developmental process are identified, and the paper describes a number of ways in which experiential and attitudinal information was obtained from the range of respondents: these included a Citizen's Forum and quantitative omnibus research. Methodologies to involve the young people in focused and relevant debate during the one-day Forum were developed and are discussed.
TL;DR: The role of pricing research throughout the eight- to ten-year development life cycle of new drugs was explored in this paper, where various pricing research approaches tailored to suit the different decision-marking audiences at appropriate milestones in assessing the clinical and commercial potential of new drug.
Abstract: Pricing research has an important role to play in the go/no-go decisions taken to finance the progress of new drugs in development. There is a hierarchy in decision-making when it comes to determining the price of new drugs. Many different audiences (government, HMOs/insurance companies, formulary committees, physicians and patients) play a role in determining the price of new drugs. The questions then are when should we start pricing research, who should we talk to and what techniques should be used? This paper explores the role of pricing research throughout the eight- to ten-year development life cycle of new drugs. We examine the various pricing research approaches tailored to suit the different decision-marking audiences at the appropriate milestones in assessing the clinical and commercial potential of new drugs.
TL;DR: The design, analysis and results of an international study to improve knowledge of the reasons for non-compliance with drug therapy for a largely asymptomatic chronic disease are summarized.
Abstract: This paper summarises the design, analysis and results of an international study to improve knowledge of the reasons for non-compliance with drug therapy for a largely asymptomatic chronic disease. Market research methods were chosen in order to assess the viability and value of investing in a more expensive and time-consuming definitive longitudinal clinical study. It also leads to important conclusions in its own right. After a programme of qualitative research (focus groups and individual depth interviews) followed by quantitative research we show results that could, in themselves, lead to action and demonstrate that investment in a longitudinal clinical investigation could lead to action with benefits for public health as well as the pharmaceutical industry.