Applied Marketing Research Research Articles

ARCHITECTONICS OF MARKETING RESEARCH TO SOLVE FOOD SAFETY PROBLEMS

The article is devoted to the development of successive stages of the concept of marketing research of the state's food supply system for solving food security problems, as well as the formation of the structure of marketing research in the field of analysis of food supply problems. The concept of food supply system research for solving food security solutions is proposed, which consists of six consecutive stages. The scheme of formation, analysis and evaluation of the information base is presented, which is a kind of architecture of the organization of marketing research in the field of food supply to solve food safety problems. The study presents the theoretical, methodological and practical tasks of researching the problems of the food supply system and the order of their presentation. The structure of the marketing research toolkit of the food supply system was systematized. Three categories of participants in the process of marketing research in the field of food supply are distinguished: users, users/executors, executors. It was concluded that the need for scientific (marketing) research of the food supply system to solve the problem of food security is determined by a social need that requires study and research and appears as a kind of social order. A theoretically oriented study of the field of food provision of the food security system, which is aimed at analyzing the current problem of modern society, is no less practical than applied marketing research in this field. Its results are the identification and assessment of the closeness of relationships, the determination of the direction of the development vectors of processes, the analysis of conditions that provoke or eliminate the dissonance of the interaction of elements and spheres of such a complex socio-economic entity as the food supply system. The practical component of such research is an in-depth understanding of the problems of the functioning of the food complex, the nature of the integration of these issues into the system of parameters of the quality of life of the population, parameters of the competitiveness of the regions and the country as a whole.

The Role of Voluntary Disclosure Content in Changing the Behavior of Stakeholders Towards Commercial Banks

The research focuses on the role of voluntary disclosure content in changing the behavior of stakeholders towards commercial banks in Erbil city. This was represented in the objective of this research to highlight the importance of the content of voluntary disclosure contained in financial reports and its role in changing the behavior of stakeholders towards banks, as well as highlighting the concept and importance of the behavior of stakeholders. The researchers used the analytical method to achieve the objective of the research and to test its hypotheses. To obtain and analyze research data using statistical programs, questionnaire forms were distributed to the research community, which consisted of employees of companies, the government sector and the ordinary citizen, and the applied random sampling method was relied upon in selecting the samples, which consisted of (73) valid forms for analysis. It is concluded that there is a significant correlation between voluntary disclosure and the behavior of stakeholders and that the more commercial banks rely on voluntary disclosure of the information they have, the more positively improved behavior of stakeholders towards the decisions they take. Therefore, the research recommends that commercial banks work on applying market research technology in order to identify the nature of information that contributes to improving levels of voluntary disclosure by them based on the needs that stakeholders deem appropriate for their aspirations when dealing with these banks.

Unpalatable food for thought: Let marketing research guide effective public obesity interventions.

The prevalence of obesity is growing unabatedly despite the considerable efforts directed at the problem. Although abundant research has contributed to our understanding of the multifactorial causes of obesity, there is less attention to research that is relevant for guiding social marketers, public health professionals and policymakers in delivering public health interventions for countering and/or preventing the problem of obesity. This review offers six points for identifying and developing research relevant for guiding community-wide obesity interventions based on the idea that an applied marketing research perspective offers a better model for identifying effective interventions than more theoretical academic research. Specifically, the research guiding public health and social marketing interventions needs to (1) provide information on ultimate outcomes (weight, health and unintended consequences) more than intermediate outcomes (beliefs, attitudes and behaviour), (2) report on observations collected over the longer term, (3) use natural settings (even at a cost of internal validity), (4) endeavour to overcome observer-effects, (5) report effect sizes (rather than statistical significance) and (6) use moderator analyses to capture variation in how a population responds to interventions.

Beyond Self-Report: A Review of Physiological and Neuroscientific Methods to Investigate Consumer Behavior.

The current paper investigates the value and application of a range of physiological and neuroscientific techniques in applied marketing research and consumer science, highlighting new insights from research in social psychology and neuroscience. We review measures of sweat secretion, heart rate, facial muscle activity, eye movements, and electrical brain activity, using techniques including skin conductance, pupillometry, eyetracking, and magnetic brain imaging. For each measure, after a brief explanation of the underlying technique, we illustrate concepts and mechanisms that the measure allows researchers in marketing and consumer science to investigate, with a focus on consumer attitudes and behavior. By providing reviews on recent research that applied these methods in consumer science and relevant related fields, we also highlight methodological and theoretical strengths and limitations, with an emphasis on ecological validity. We argue that the inclusion of physiological and neuroscientific techniques can advance consumer research by providing insights into the often unconscious mechanisms underlying consumer behavior. Therefore, such technologies can help researchers and marketing practitioners understand the mechanisms of consumer behavior and improve predictions of consumer behavior.

Competition of two supply chains with different risk structures: applying market research option

Competition of two supply chains with different risk structures: applying market research option

Retail outlets: Nurturing organic food consumers

Consumer choice of retail outlet is often overlooked in explaining purchase behaviour in the organic food market. This paper uses theory from applied marketing research to identify the variables affecting consumer choice of retail outlet and finds that they play a determining role in whether or not consumers buy organic food. A grounded theory approach was used. The results confirmed the importance of variables previously identified in the literature in relation to the individual consumer, such as habit and budget, as well as those that relate to the retail outlet, such as convenience and product range. In addition, two new variables were identified that relate to whom the consumer was buying for and whether they are shopping alone or with others. This study focuses on the vast majority of organic food consumers. They are switchers because they purchase both organic and conventional products, rather than solely organic, or solely conventional. It concludes that choice of retail outlet adds to our understanding of their behaviour and that it facilitates identification of important implications for marketers. At a fundamental level, as some consumers actively seek out organic food on certain occasions it is important for retail outlets make them aware that they sell organic food and to stimulate sales with special offers. Further, smaller retailers, such as food co-ops or health food shops, should focus on providing a limited range of organic products and accept that they will not be able to match the convenience offered by supermarkets in terms of opening hours.

What price supersonic speed? an applied market research case study Part 2

AbstractThe first supersonic business jet to enter the market will not face its competition from rival supersonic designs under development. Its true competitors are the then current generation of highly evolved high-subsonic business jets when compared on economic grounds. For a price tag of $1m for the new conception of very light jets, ranging up to $45m for the highest-performing ‘race-horse’-like corporate jets, this breed of aircraft is able to accommodate the needs of most executives, VIPs, officials, from corporate transportation to cargo services of civil to military origin. Understanding the state of modern business class aircraft and their market is essential in gaining base knowledge required for any supersonic business jet endeavor aiming at a prospective market. The key descriptors for this marketplace are market potential, market productivity, and market drivers, altogether being a measure for growth and consumer demand. Such common denominator is used to gain the understanding necessary to ascertain and visualise the top level implications regarding any supersonic business case. Having assembled an understanding of the key descriptors for business aviation, the study first analyses the flight operation of traditional subsonic and high-subsonic business jets. Such perceptive is then complemented with the peculiarities associated with supersonic operation, ultimately defining the supersonic solution space consisting of market viability, efficiency, and overall flight performance. Consequently, a vehicle development strategy and mission specification are suggested for the first generation of supersonic business jets (SSBJ) and supersonic cargo jets (SSCJ).

The Scope and Persistence of Mere-Measurement Effects: Evidence from a Field Study of Customer Satisfaction Measurement

Self-generated validity research has demonstrated that responding to survey questions changes subsequently measured judgments and behavior. We examine the scope and persistence of the effect of measuring satisfaction on customer behavior over time. In a field experiment conducted in a financial services setting, we hypothesize and find that measuring satisfaction ( a ) changes one-time purchase behavior, ( b ) changes relational customer behaviors (likelihood of defection, aggregate product use, and profitability), and ( c ) results in effects that increase for months afterward and persist even a year later. These results raise questions concerning the design, interpretation, and ethics in the conduct of applied marketing research studies.

A cross‐cultural validation of three new marketing scales for fashion research: Involvement, opinion seeking and knowledge

Three theoretical constructs that appear in many models of consumer behaviour and are of central importance to fashion marketing and management are enduring product involvement, opinion seeking and subjective product knowledge. Both basic and applied market research, however, have lacked valid, reliable and standardised measures of these variables. Recent published studies have presented multi‐item scales that fill this gap in fashion research methodology. All three scales, however, were developed using US data, chiefly students. This paper presents the results of three surveys of Korean adult (n = 479) and student (n = 387) consumers as well as US adult consumers (n = 318) that support the reliability and validity of all three scales and show their applicability for cross‐cultural fashion research.

Making Business Decisions: Real Cases from Real Companies

Unit 1 Kentucky Fried Chicken Corporation Adapting to the Japanese Market Product: Fast-Food Restaurants Themes: Franchising Marketing Internationally Writing: Business Proposal (Introductory Lesson) Unit 2 Johnson & Johnson Consumer Products, Inc. Making Ethical Decisions in Business Product: Pharmaceuticals Themes: Crisis Management: Public Relations Ethics in Business Writing: Business Letter (Introductory Lesson) Unit 3 Ben & Jerry's Homemade, Inc. Developing a Compensation Policy Product: Ice Cream Themes: Employer-Employee Relations Socially Responsible Business Writing: Interoffice Letter (Introductory Lesson) Unit 4 Levi Strauss & Co. Applying Market Research to New Product Development Product: Clothing Themes: Market Research Saving a Failing Product Writing: Interoffice Letter Unit 5 Stew Leonard's Dairy Store Satisfying the Supermarket Customer Product: Groceries Themes: Retail Sales Listening to the Customer Writing: Business Letter Suggestions Unit 6 Airbus Industry and the Boeing Company Negotiating International Trade Agreements Product: Airplanes Themes: Government/Industry Relations International Trade Writing: Interoffice Letter Unit 7 Kidselebration, Inc. Expanding a Small Children's Products Business Product: Children's Music Tapes Themes: Copyrights and Trademarks Creating New Products and Markets Writing: Business Letter Unit 8 Akzo n.v. Responding to Environmental Concerns in Europe Product: Chemicals, Paints, Fibers, and Pharmaceuticals Themes: Environmental Regulation Balancing Profits and Environmental Protection Writing: Business Letter Unit 9 Perdue Farms, Inc. Designing an Advertising Campaign Product: Poultry Themes: Cultural Elements in Advertising Designing Effective Advertisements Writing: Storyboard Unit 10 Crosby Valve & Cage Company Choosing a Latin American Manufacturing Base Product: Valves for Steam, Gas, and Liquids Themes: Cultural Elements in Advertising Designing Effective Advertisements Writing: Storyboard Appendix A: Answer Key for Reviewing Background Information and Vocabulary Appendix B: Information for Exercise 5 Paired Activities Appendix C: Negotiating Strategies Tapescript

Measured Effectiveness of Client-Sponsored Consulting Projects in the Marketing Research Course

This article assesses the effectiveness of the applied marketing research project from the perspectives of students and clients. The impacts of the procedure, both cognitive and behavioral, are discussed. The conclusion is that the approach has a profound effect upon student learning and, barring some potential pitfalls, has much to-offer.

Applying Market Research in College Admissions by Larry H. Litten, Daniel Sullivan, and David L. Brodigan. New York

Applying Market Research in College Admissions by Larry H. Litten, Daniel Sullivan, and David L. Brodigan. New York

Applying Market Research in College Admissions

Applying Market Research in College Admissions

Book Review: Applying Market Research in College Admissions

Book Review: Applying Market Research in College Admissions

Careers and Noncommunication: The Case of Academic and Applied Marketing Research—A Comment

In a recent JMR article, Kover [ 1 ] offers substantial insight on the apparent communications gap between academic and applied marketing researchers. Though practitioners might challenge some of the author's statements, such as theory and technique are of interest only as they lead to advantage in the negotiating process that establishes fact, or that there often is little cumulative knowledge building in the practitioner's career, the conclusions reached are empirically inescapable. The principal message in Kover's paper is the recognition of risk-taking differences between academic market researchers and practitioners and the impact of these differences on respective behaviors. However, as is often true in marketing research, a different witness to the data might draw a different conclusion about the underlying explanation and such is the case with Kover's difference model. Let us accept the proposition that the practitioner does face extreme personal risk as a function of his or her job requirements. How is the psychologically predictable risk-reduction behavior of this practitioner likely to be manifested? Typically, by seeking to better master the relevant body of knowledge, thereby allowing for more security in the negotiation process. This continual information-gathering activity of the practitioner is even more critical as the diversity of the research-related tasks expands. This demand for breadth of knowledge, combined with his general role as an immediate problem solver, forces the practitioner into the realm of a generalist as opposed to an expert in a narrow field. If the practitioner is successful in reducing personal by being an information (regardless of its form) consumer, then what induces this practitioner to become simultaneously an in-

Careers and Noncommunication: The Case of Academic and Applied Marketing Research: A Comment

Careers and Noncommunication: The Case of Academic and Applied Marketing Research: A Comment

Careers and Noncommunication: The Case of Academic and Applied Marketing Research

Careers and Noncommunication: The Case of Academic and Applied Marketing Research

Careers and Noncommunication: The Case of Academic and Applied Marketing Research

The communication gap between academic and practitioner marketing researchers is explored; its source is traced to differences in career patterns of the two branches of the field. Some suggestions are given for alleviating the situation (although truly overcoming this gap may be structurally impossible).

Applied Marketing Research–Reports on Methods by the New England Chapter

Applied Marketing Research–Reports on Methods by the New England Chapter