Showing papers on "Qualitative marketing research published in 2018"

Marketing survey research best practices: evidence and recommendations from a review of JAMS articles

Abstract: Survey research methodology is widely used in marketing, and it is important for both the field and individual researchers to follow stringent guidelines to ensure that meaningful insights are attained. To assess the extent to which marketing researchers are utilizing best practices in designing, administering, and analyzing surveys, we review the prevalence of published empirical survey work during the 2006–2015 period in three top marketing journals—Journal of the Academy of Marketing Science (JAMS), Journal of Marketing (JM), and Journal of Marketing Research (JMR)—and then conduct an in-depth analysis of 202 survey-based studies published in JAMS. We focus on key issues in two broad areas of survey research (issues related to the choice of the object of measurement and selection of raters, and issues related to the measurement of the constructs of interest), and we describe conceptual considerations related to each specific issue, review how marketing researchers have attended to these issues in their published work, and identify appropriate best practices.

Africa Rising in an Emerging World: An International Marketing Perspective

Abstract: The purpose of this paper is to highlight important contemporary themes in international marketing strategy from the perspective of Sub-Saharan African firms.,The approach adopted is a review and synopsis of the existing body of research on international marketing research in Sub-Saharan Africa, and a discussion of the manuscripts included in the special issue.,International marketing in Sub-Sahara Africa is growing steadily, driven largely by rapid changes in socio-economic and demographic characteristics of consumers in this market. The growing appetite of multinational enterprises to explore new growth opportunities on this continent and the increasing intra-Africa cross-border transactions is driving unique approaches to international marketing that are predicated on using non-traditional means to produce, communicate and distribute products and services.,While the international marketing opportunities and challenges discussed in this paper are not exhaustive, the paper highlights important research themes that need consideration regarding international marketing research in Sub-Saharan Africa.,This introductory paper emphasizes the unique international business landscape in Sub-Saharan Africa and discusses its international marketing strategy implications. The paper further draws attention to a number of unanswered research questions that require additional research, and thus bring Sub-Saharan Africa to international marketing scholarly enquiry.

Marketing activity in the community pharmacy sector - A scoping review.

Abstract: Background Community pharmacy ownership requires engaging with marketing strategies to influence consumer behaviour. There is a plethora of information from trade journals, expert opinion, and published discussion surrounding this issue. Despite this, evidence relating to the efficacy of marketing activity within the pharmacy sector is scant. Objectives To review how marketing activity has been conceptualised in the community pharmacy sector and to determine the evidence for the effect of marketing activity. Methods Seven databases were systematically searched using a scoping review framework with the reporting protocol of PRISMA-P. The search yielded 33 studies that were analysed for year of publication, journal, country of focus, and framework of marketing. Results The majority of marketing research papers focused on the United States and were published in healthcare journals. These were various marketing strategy elements, including; segmentation, targeting, differentiation, and positioning. Also evident was research regarding marketing mix, which predominately involved the “4Ps” model. Actual marketing activity comprised little of the research. Conclusions Research into marketing activity in community pharmacy is limited, and little evidence is available to show the effects of such activities. Future research needs to demonstrate the causality for the effect of marketing activities on consumer behaviour and economic outcomes.

Marketing’s identity crisis: insights from the history of marketing thought

Abstract: For almost half a century the broadening and generic concepts of marketing have been the dominant paradigm in the marketing discipline. However, ambiguities in that paradigm have hindered development of a general theory of marketing. This research takes a fresh look at these concepts that some academics regard as causing an identity crisis in marketing. Historical analysis reveals many practical applications, which arise from the broadening/generic paradigm, result in unresolvable theoretical anomalies. Consequently, a new paradigm is proposed. Marketing systems, we argue, provides a logically coherent foundation for building a general theory of marketing.

Are current research approaches in marketing leading us astray

Abstract: This article is about methodology in research in marketing. It questions the mainstream choice of approaches and suggests alternative directions with qualitative rather than quantitative inquiry in focus. It deals with my personal journey through Methodologyland; the establishment of a Hall of Fame of my favorite research approaches supplemented with a Chamber of Horrors; and a brief commentary on some pivotal concepts in science. It concludes that the absence of the development of general marketing theory is partly due to the preoccupation with erroneously chosen methodology and claims that scholarly research boils down to four basic strategies: curiosity, courage, reflection, and dialogue; the rest is technical support. Key words: action research; case study research; grounded theory; interactive research; narrative research; research methodology; theory generation

Food safety and sustainability - an exploratory approach at the level of the Romanian wine production companies.

Abstract: This article aims at identifying and analyzing opinions referring to the necessity, opportunity and efficiency of the implementation of the strategies and sustainable development practices in the wine industry as food safety is considered a component of sustainability. The main objective of the paper is to create a clear picture of the existing willingness of companies to adopt marketing strategies that should contribute to increasing food security by increasing the quality of wine and which should be based on the principles of sustainability. In this sense, the authors conducted some qualitative marketing research in which 15 managers from wine producing companies from Romania's wine-growing areas were interviewed. The research highlights the relationship between responsible consumption, food safety and sustainability, and the authors believe that such an association is relevant to the economic and social context of the European Union and other parts of the world. The novelty of this research refers to the analysis of the relationship between the responsible wine consumption and sustainability, to the identification of the opinions of the wine companies managers regarding the benefits and the limits of M2M and IoT technologies, to the emphasis of the marketing strategies and techniques considered innovative in the field of viticulture, as well as to the association of the concept of food safety by wine consumption to the aspects related to education and culture.

Qualitative Marketing Research: Understanding Consumer Behaviour

Abstract: This is a perfect guide to understanding the core principles of qualitative marketing research. It presents qualitative marketing research in the broader context of marketing and managerial decisions, consumer psychology and contemporary knowledge about unconscious and automatic processes. Different types of qualitative marketing research methods are examined, from the classic focus group interview (FGI) and individual in-depth interview (IDI), to more cutting-edge methods such as ethnography or bulletin boards, which enable marketing researchers to discover and understand real consumer motivations, needs, values, and attitudes. With numerous international case studies, including PepsiCo, Unilever, Danone, Nestle, Aviva and Citibank, the book is uniquely practical in its approach. It is vital reading for advanced undergraduate and postgraduate students of marketing research, consumer behaviour and consumer psychology.

Focus Group Interviews

Abstract: In this chapter we discuss one of the methods frequently used in qualitative marketing research, that is, the focus group. We explain what this method involves, in particular its qualitative attributes and the specific approach. Later in the chapter we take a look at a typical research process, paying particular attention to issues related to execution and the selection of respondents. Following this we define the scope of this method’s application, both in regard to research questions it can help us answer and the specific circumstances one might encounter during a study. To round off, we take a look at the most popular varieties of the focus method, their usage depending on the research questions and the circumstances in which the study is to be conducted.

Synergy of Quantitative and Qualitative Marketing Research − Capi and Observation Diary

Abstract: The purpose of the publication is to indicate the need for a well thought-out combination of quantitative marketing research with qualitative research. The result of this research approach should be a fuller understanding of the research problem and the ability to interpret results more closely, while maintaining the reliability of the whole research process. In the theoretical part of the article, the essence of quantitative and qualitative research, with particular emphasis on the limitations and strengths of both research approaches, is presented. The increasing popularity of qualitative research does not absolve researchers from the prudent attitude towards the whole marketing research process − including the need to verify hypotheses or research questions. Excessive simplification in the approach to qualitative research can distort the essence of marketing research. In the empirical part of the article, the authors presented an example of combining quantitative marketing research with qualitative research − for this purpose, the results of their research will be used (scientific grant from National Science Centre). The CAPI technique (n = 1103) was used in the quantitative study, and observation diaries (n = 110) were used for qualitative research.

Marketing of luxury events. Case study on the tenth Congress of anti-aging medicine, Bucharest, 2018

Abstract: Medicine and the pharmaceutical industry have a long and rich history of events. The transition from magic to modern medication was gradually achieved over thousands of years of evolution. Ambroise Pare, a French anatomist and surgeon from the 16th century, stated that it was very simple: “The doctor cares, God heals.” The medical-industrial complex appears to grow much faster than the economic power. And this is because the system is oriented not only by the demand, but also by doctors who play a double role. They offer medical services and, at the same time, they control their need (demand). Along with human and technological evolution, in some countries of the world, medicine can be inaccessible, perhaps untouchable or it is even considered to be a luxury. In this case, luxury is presented in the form of rationality that draws the medical world at various congresses, where the only words that can characterize the event are: the performance, high-class, luxury and international reputation of the doctors or of the speakers. This article briefly outlines the results of a qualitative marketing research among medical congress organizers-social events where high-quality marketing blends nicely with the quality of modern medicine news and perspectives, thus forming a clearer picture of the tradition and the priorities of topics chosen for medical events. The result of the research is reflected in the sketch of a program of such an event in Romania, combining the high scientific performance with social elements that can significantly increase the attractiveness of such a manifestation. In order to obtain a conclusive feedback, a useful tool is also developed and accessible to the organizers. The bibliography supports theoretically the concepts with which it operates (event marketing, the significance of high-class professional performance and the specific coordinates of the medical sector).

Marketing Implementation and Evaluation

Abstract: This chapter concentrates on the marketing implementation and evaluation. It starts by exploring the importance of marketing implementation and evaluation. It then explains the marketing implementation and evaluation process. A full examination of effective approaches to evaluating marketing activities on the basis of data analysis is included to display that the face-to-face interviews, phone interviews, client satisfaction postal/phone/email surveys, computerized usage tracking method, focus groups, financial accounting method, email listserv advertisements, and professional networking method are the effective approaches used to evaluate marketing activities. Demographics, human capital, and library variables played a significant role in academic librarians’ perceptions of effective approaches used to evaluate marketing activities. At the end of this chapter the key points of this chapter are summarized and the references are provided.

Strategic Marketing Planning

Abstract: This chapter is mainly about the strategic marketing planning. It starts by exploring the marketing planning process. It then discusses the importance of developing a marketing plan. A full discussion of a marketing plan writing and the elements of a marketing plan is included to display that a marketing plan should be structured and written in a simple and concise way so that it can be easily understood by all the stakeholder of an information organization. By the end of the chapter, the key points of this chapter are summarized and the references are provided.