Market Research

Market Research

  • What would be an appropriate example of extreme users (consumers)?
    Marketing research perspective; small group of distinctive users?
    Munteanu Claudiu-Cătălin · Bucharest Academy of Economic Studies

    Determining who is an extreme user starts with considering what aspect of your design challenge you want to explore to an extreme. List a number of facets to explore within your design space. Then think of people who may be extreme in those facets.

    For example, if you are redesigning the grocery store shopping experience you might consider the following aspects: how groceries are gathered, how payment is made, how purchase choices are made, how people get their groceries home, etc. Then to consider the aspect of gathering groceries, for example, you might talk to professional shoppers, someone who uses a shopping cart to gather recyclables (and thus overloads the cart), product pullers for online buyers, people who bring their kids shopping with them, or someone who doesn’t go to grocery stores.

    Look for work-arounds (or other extreme behaviors) that can serve as inspiration and uncover insights.

  • Muhammad Sohaib Rehman asked a question:
    Looking for a supervisor.

    AOA, i am student of MSMS from Pakistan,i have completed my MSMS with 2 Independent Studies and 8 courses, in Marketing (Advertising and Consumer Behavior). now i wanted to go abroad for more exposure and to get more Knowledge about marketing and research. 

  • Rauf I Azam added an answer:
    What is Brand Love and does it really exist?
    In marketing literature the term Brand Love is used quite consistently but recent events, for example the fall of BlackBerry from glory, indicate that there is nothing like Brand Love. The only important thing is the customer satisfaction and the customer will, without any hesitation, dump a product as soon as it looses its charm and fails to satisfy the customer expectations. What is your take on it?
    Rauf I Azam · PMAS - Arid Agriculture University

    Thank you Deepak Shah

  • Deepak Shah added an answer:
    What the imprtance of marketing research for launching a new product in the market ?
    When company need to launch a new product or service, what is the importance of marketing research?
    Deepak Shah · Gokhale Institute of Politics and Economics

    Market research is the most crucial aspect before launching any product. A company which launches any new product must do market survey to know the preference of consumers, their price affordability, quality requirement, etc. Further, it is also important to know as to who are your potential customers and where they are located. Are you addressing low income groups or high income? Market research is also important to know about the competitors of your product and the strategies followed by them. Almost, all the companies now have market research cell, which takes care of all these aspects before launching any new product in the market. 

  • Zaur Abdullazade added an answer:
    In what area does consumer behavior require further research at present, or past research which requires a further in depth research and analysis?
    Uk being the market under consideration as the research population.
    Zaur Abdullazade · The University of Calgary

    There are some spots which have not been thoroughly researched in a modern microeconomics. Do your literature search and locate articles and papers related to the violation of transitivity axiom for measuring consumer preference relations.
    I could spot the following moments to question transitivity axiom:
    1) preference relations in the environment of group decision making;
    2) the need for revision of attributable (qualitative, not cardinal) properties assigned to elements of bundle sets;
    3) addictive behavior, i.e. increasing degree of the preference that reverses transitive relations among elements of bundle sets.

  • Jt Velikovsky added an answer:
    How can a consensus effect be measured? How do social media marketeers detect consensus?
    Considering the opinion about a product or a political topic as a categorical variable. How can an experiment be designed without fancy budgeting.
    Jt Velikovsky · University of Western Sydney

    I read a news story (based on a peer-reviewed scientific academic paper in Opinion Dynamics) that in showed when 40% of people have an opinion it becomes the prevailing opinion.

    But - sorry I cant find the article now. I wish I could!

    But maybe look into studies on `Opinion Dynamics'?

    Cheers

    JT

    (I study movies as memes: http://storyality.wordpress.com/an-index-to-this-blog/)

  • Abbas Salehi added an answer:
    What is the best way to measure the market (market research) in the Middle East, especially Iran?

    Marketing for food and organic product

    Abbas Salehi · Isfahan University of Technology

    Thank you.
    Your information was useful.
    Our work is product safe and organic agricultural such as vegetables and fruits.our community aim is big cities in Iran, such as Tehran, Isfahan, Tabriz, Mashhad and Shiraz. Considering Industrial of this cities access to healthy vegetables is low.

    The industries of the city is low access to healthy vegetables. On the other hand, the use of these products is important for good health throughout life. However, because of the excessive use of fertilizers, herbicides and pesticides, the production cost per unit goes up. Because the rate of production compared to the use of fertilizers and herbicides reduced. Now the question is whether, according to the specification (providing healthcare and higher prices), the people of this city are interested in buying these products. Can this be (due to the sale and consumption) is affordable?
    The average income in the Iran is not high, especially after the policy targeted subsidies and rising fuel prices, the value be less. So people more try to buy cheaper food and the long-term healthy effects are little importance.
    Sometimes they do not have the ability to pay for it. Inflation has been a dramatic increase in the last three years, resulting in reduced purchasing power.
    That is why we need the information needed to be careful from the potential target population.

  • Maria Petrescu added an answer:
    Did you use single-item measures in your SEM models? How did it work out?

    I am interested in seeing opinions about the use of single-items in practice and the results you got. Do you use single-item categorical variables in SEM?

    Maria Petrescu · Nova Southeastern University

    Thank you all very much. 

  • Rojan Baniya added an answer:
    Should there be improvised brand health measurment metrics for finacial services and insurance categories with low involvement and familiarity?

    Brand health measurement for categories like FMCG, durables and telecom services have a standard pattern of metrics considering higher involvement of customers. But in categories like general insurance and some financial services the familiarity and involvement level are rather low. There seems to be a need for improvised new metrics and pattern for measuring brand health in such sectors. What are your thoughts?

    Rojan Baniya · Kathmandu University School of Management

    Brand Asset Valuator is one of the metrics, I used to use a lot for all sorts of industries. The way it works is it compare brand value across four main pillars, energized differentiation, esteem, knowledge and regards. The reason this might be good one is because while deriving the brand health or value, we take into consideration all types of brands to compare with, right from FMCG to branking to insurance. All types were used, so this might be a good metric. 

  • Laurie Gelb added an answer:
    Marketing researchers, what do you think about qualitative research in marketing? Do we use it enough? Is it necessary?

    I am working on a comprehensive study on this topic and I would appreciate marketing researchers' opinions. The main objective is to see the circumstances in which qualitative studies are used and published, and how is data analyzed in those cases. I am working on a review of the main marketing journals, but I am also interested in hearing researchers' opinions. Do we still use interviews, for example, and get a study published in a good journal based on this?

    Laurie Gelb · Profit by Change

    If anything it's overused. Qual is frequently undertaken when quant is more appropriate, though the reverse can be true as well. There is still in some quarters a mystical belief that following a forum or a thread or watching a group is more meaningful [and/or more entertaining] than analyzing a dataset.

    Of course, qual is an essential part of the toolkit. If quant will achieve the objectives, it should be used on the assumption that it will generate more robust and generalizable data. Freetext and other specify comments are often of great value in quant, however. Similarly, groups should be used only when group effects are sought. Otherwise, 1x1s should be used live, by phone, online, whatever will yield the most robust perspectives.

    It is not qual vs. quant, but using the best method(s) for the job at hand, and optimally. I think you'll get better f/b yourself if you can specify more precisely the issues that you are studying.

  • Bob van Limburg added an answer:
    Can hierarchical clustering technique be used for categorical data (data on nominal scale)?
    I want to group green consumers in different clusters on the basis of their demographic and psychological variables. So, can I use hierarchical techniques for the same? If not then which will be the best technique for profiling of consumers on the basis of demographic and psychological variables.
    Bob van Limburg · Northern Hogeschool Leeuwarden

    Better use two step cluster.

  • Gordon Mulligan added an answer:
    What technique(s) of analysis can best be used to analyse the relationship between listing/asking price and sales price?
    I am particularly interested in knowing the causal relationship; that is, the prediction power of listing/asking price on sales price.
    Gordon Mulligan · The University of Arizona

    in a 2002 hedonic paper in Urban Geography we look at the determinants of the differences between selling price and lsi price in Tucson, AZ

  • Krishnan Umachandran added an answer:
    Marketing research 2020... What are the trends?

    Interested in opinions regarding the future trends in scientific marketing research

    Krishnan Umachandran · Nelcast Ltd.,

    Market research is going to be very fast and accurate with huge data base interactivity - BIG Data Analysis (Data Science) is the future platform for Market analytics.

    It would be very easy for the marketer to identify the right 'potential' Buyer or consumer...

  • What is the best book for refering marketing research?

    reference needed

  • What are the best measures of `Willingness to Adopt` and/or `Consumer Innovativeness` for use with electronic devices?
    In addition to the above question, has anyone looked at the relationship between the two in any context and is there a preference for using one over the other when looking for a general idea of adoption behavior?
    Mohamed Ismail Mohideen Bawa · South Eastern University of Sri Lanka

    Better to refer the following models

    TAM- Technology Adoption Model

    AIDA model

    DAGMAR model

    Other consumer behaviour models

  • Vandana Punia added an answer:
    We want to establish a student and faculty exchange programme with different universities of different nations. How might this be feasible?
    To promote research work.
  • Paul Barretta added an answer:
    Is the Universal use of the Likert scale in evaluating responses sufficient when working with evaluative statements in a questionnaire?

    Likerts scale is a 5 point scale which evaluates responses better than a dicotomous (Yes / No) answer. These two responses are affected by external locus of control (ELOC) to the decision formulated from the total outcomes of analysing a questionnaire.

    UNDECIDED - Particpants on two occassions say this, when

    1. They do not want to get into problems,  by answering this
    2. They do not really know the answer/

    NOT APPLICABLE - Particpants say this, when they are not within the ambit of exposure or expeience to a particular question.

    We are attempting to evolve a new scale covering all the aspects and removing the impact of ELOC which otherwise would camouflage the right outcome of a study.

    Paul Barretta · St. Bonaventure University

    I am very familiar with the issue of odd vs. even (midpoint or no midpoint).  I invite interested parties to read two articles:

    Guy, Rebecca F. and Melissa Norvell (1977), "The Neutral Point on a Likert Scale," Journal of Psychology, 95, 199-204.

    McCroskey, James C. (1967), "Attitude Intensity and the Neutral Point on Semantic Differential Scales," Psychiatric Quarterly, 642-45.

    My personal opinion, supported by these articles and others, is that we use questionnaires to measure perceptions; we analyze that data through variance.  Complete neutrality is highly unlikely.  By eliminating a neutral point, we require respondents to report variance.  Also, I read a very interesting study in which respondents had to report from three reasons (didn't know / no opinion / didn't wish to answer) WHY they chose a neutral point when they did.  Through factor analysis it became clear there were no clear reasons for the choice... it became unexplained variance.  I wish I could find that particular reference, but I can't now.  By the way... I took three full days investigating this during my dissertation proposal stage... by the end of the three full days, the stats specialist on my committee agreed with me that not having a neutral point was preferred.  This same well respected statistician personally did studies where he found that 2- point and 5-point scales provided nearly equal amounts of explained variance in a number of different data collection efforts.

  • Anteneh Ayanso added an answer:
    How do I find online research sites where I can learn exactly what U.S. consumers are buying online and how much they are spending?
    I am writing a paper on current U.S. consumer online purchase and spending behavior. I have found general information about online sales by category but not by product.

    For example, the U.S. Census Bureau has some good information on spending by broad category.

    However, I need to drill deep down into the categories and learn what consumers are actually purchasing and how much they are spending.
    Anteneh Ayanso · Brock University
    Check this out too

    http://www.statista.com/topics/871/online-shopping/
  • Augusto Esteves added an answer:
    Is hype on wearables justifiable?
    I think hype on wearables is over done and it wants be as simple as smartphones. Also, people don't like to wear extra devices and usability of these devices across applications is still miles away. For example, there are fitness wearables and health wearable but there isn't a device which has multiple purposes and cross platform comparability.

    Also, these devices require one to create lot of usability in order to increase consumer adoption.
    Augusto Esteves · Universidade da Madeira
    The concept of wearables should not be understood as more devices to carry and manage, but as technology that can live and augment the simplest of objects you already carry in your day to day life (e.g. rings, keychains, glasses, watches, piercings).

    The bigger and more interesting question is can these simple objects interface with technology.
  • Soma Sinha Roy added an answer:
    How "neuro" is neuromarketing?
    I am interested in real-world application of neuroscientific research and stumbled across neuromarketing-companies. Nearly all of them use images of brains but further reading showed that the most common methods used are questionnaires, interviews or video analyses. I read that there are some applying eye-tracking or EEG, but those are very rare.

    What do you think? Although the term became very popular, I assume that there are neither neuroscientists or related researchers working in this field, nor that their work differs much from common marketing research.
    Soma Sinha Roy · IIT Kharagpur
    Going by the Brand Resonance model, neuro marketing is a combination of cognitive and conative aspect of human decision- making process. Being exposed to a brand in a particular product category, the mind first analyses the salient features of the brand/product; thus initiating to establish brand image depending upon its performance. This has a double-folded impact in developing feelings and judgments for the brand. These cognitive and emotional responses result in accumulated positive feelings which are translated into loyalty. Now the extent of involvement will determine how much to judge a brand rationally or emotionally (considering the Elaboration Likelihood Model). Thus Neuromarketing is cent per cent NEURO.
  • Sadagopan Parthasarathy added an answer:
    If a Likert Scale question has answers with a mean of 3.95 and the standard deviation is 1.214, then is it acceptable for marketing research?
    I have 15 questions in a survey of pilot study with all questions having answers on 5-point Likert scale. I ran descriptive statistics on those 15 questions and got the mean and std. deviation for them. The highest deviation came out to be 1.214 for 15th question whose mean is 3.95. Is it acceptable for marketing research? What should I do with the question? Should I remove it?
    In my opinion, your sample size is linked to your main objective and sub-objectives through your questionnaire/s. If you are using cluster sampling or stratified sampling or judgement sampling, the percentage of samples allotted to each cluster needs to be determined carefully. There is no thumb rule for sample size but the investigator must judge the size by verifying whether the representation of the universe is adequate and meaningful with reference to objectives of the research.
  • Rahul Pratap Singh Kaurav added an answer:
    Can anyone suggest a good (recent) article on Marketing Orientation Determinants (Antecedents)?
    I am interested in determinants (antecedents) of Marketing Orientation - conditions under which Marketing Orientation could be developed...
    Rahul Pratap Singh Kaurav · Prestige Institute Of Management
    I have recently published 2 paper on above said theme. You download them from my profile of researchgate.com
  • Andrés Alba Pérez added an answer:
    What are various sources of information for bloggers who cite facts of companies?
    There are some technology bloggers who publish some articles with some infographics, stats and so on. They mainly source information from the press releases of the companies and some market research reports available online. I would like to know what the various others sources of information are, particularly platforms like marketresearch.com which sells market research reports online.
    What are the various channels of sourcing information for market research?
    Andrés Alba Pérez · Instituto de Investigación Sanitaria La Fe
    Most companies, basically those that are listed in US stock markets, are required by law to file forms with the U.S. Securities and Exchange Commission (SEC)
    Those forms are public (yes, free!!) through the EDGAR system, which has its own search tools and tutorials.
    The annual reports (10-K files) are a wealth of updated information on businesses and markets in which they operate.
    https://www.sec.gov/edgar.shtml#.U5ghGvmSySr

    Also, there are many public research institutions, consumer associations, open access publications, blogs ... that offer data and reports to the general public free of charge. A couple of useful examples:
    http://www.pewinternet.org
    http://www.clickz.com/stats

    Finally, professional and business associations all around the world can be good news agregators in a specific topic and also publish their own market outlook reports and so on. A few examples:
    European Photovoltaic Industry Association: http://www.epia.org/home/
    EuropaBio: http://www.europabio.org/
    American Heart Association: http://www.heart.org/
  • Reginald L. Bell added an answer:
    Any advice on my research topic 'What factor can have an influence on merger and acquisition'?
    My current problem is narrowing the scale of my report, and what industry or countries focus on. Any suggestions?
    Reginald L. Bell · Prairie View A&M University
    This is an interesting question because it is more of a "contingency" question than it is a direct question.

    If your business is retail for example, and your main competitors are also five small retail businesses in a 2 mile area, with little overlap in inventory you might never think of merging with them. However, if Wal-Mart enters your area selling at lower prices items that all six retailers are selling, you will need to think about merging with or acquiring the other retail stores for several reasons: cost of inventories, pricing, government regulations, economic conditions, and more.

    Therefore, the variables (factors to consider in your model) could be moderating, confounding and or fixed-effect. The factors in the model will depend on the goals of the merger and or acquisition that are expected to influence the success of the venture.
  • Paul H Mason added an answer:
    Does anyone on the list have any experience of academic research within what may be called consumer ethnography?
    Ethnography is a widely used methodology within marketing and marketing research. Does anyone on the list have any experience of academic research within what may be called consumer ethnography?
    Paul H Mason · Woolcock Institute of Medical Research
    A beautiful blog post by Jennifer Anayo over at CultureMatters looks at plastic and consumption:
  • Hotniar Siringoringo added an answer:
    Can you recommend a paper about the effect of pricing on perceptual errors and relation with price satisfaction?
    -
    Hotniar Siringoringo · Universitas Gunadarma
    Dear Hassan Farhad,

    I think you may find plenty of papers on that case. Pricing, consumer perception, and satisfaction have been very interested topics to many consumer behavior researchers for decades. For instance, you may read "dynamic pricing strategies with reference effects" by Ioana Popescu and Yaozhong Wu, "Measuring reference price perceptions for new product categories: which measure is best" by Ben Lowe and Frank Alpert, "Memory-based store price judgments: the role of knowledge and shopping experience" by Chezy Ofir et al, "The influence of price fairness on customer satisfaction: an empirical test in the context of automobile purchases" by Andreas Hermann et a., "The perception of price discounts according to consumer's characteristics" by Sara Campo and Maria Jesu Yague. Best luck.
  • Andrew Messing added an answer:
    When can a multiple regression test be used? Is factor analysis not a test?
    It is heard that under certain circumstances multiple regression should be used in place of t test...if yes then what can be those circumstances and on what other situations can it be used

    If factor analysis is not a test then will it reduce the worth/ value of the research if factor analysis is used instead of any other relevant test??
    Andrew Messing · Harvard University
    The objectives of t-tests, multiple regression, and factor analysis are not necessarily different at all, and are related in multiple different ways. For example, the t test is one method for determining the significance of regression or partial regression coefficients. Also, the difference between groups or among groups can be assessed via a t-test or its extension (ANOVA) or through multiple regression in quite equivalent ways. In the bivariate case, regression assesses variance via the angle between the two vectors (a dummy vector and a vector of measurements/observations). This angle is a measure of variance. In the multivariable case, this is simply extended to two "planes" in multidimensional space. The obvious relation between t-tests/ANOVA and regression models can be seen merely by the use of mean variance in both. The independent variables are fitted to a prediction "line" via the use of mean variance just like in t-tests/ANOVA, only instead of using variance directly, it's used to "regress" the points to the line of best fit (ideally). Both factor analysis and regression analysis are used to classify groups. Both also use orthogonality and projections. Basically, the entire GLM is based upon mean variance. And none of the multivariate methods (and few even of the bivariate methods) are used for some singular objective.

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