Industrial Marketing Research Research Articles

Toward an agent-system contingency theory for behavioral supply chain and industrial marketing research

In this study, we develop an agent-system contingency theory as a general multi-level theory of managerial decisions in the supply chain and industrial marketing (SCIM) context. The proposed theory rests on two basic assumptions: agent decision authority and bounded rationality, and postulates that agent-level properties (i.e., relevant personality traits of human agents in SCIM) and system-level properties (i.e., inter-firm and/or intra-firm properties) can concurrently and interactively influence managerial decisions and actions in SCIM. We then propose the synergistic use of experiment and survey as a methodological framework to facilitate the empirical efforts in behavioral SCIM research oriented by the agent-system contingency theory. We also provide empirical illustrations regarding how the agent-system contingency theory and the accompanied methodological framework can be applied to behavioral SCIM research inquiries, using two studies in the decision contexts of opportunism and vertical integration. Combining the proposed multi-level theoretical and methodological approaches, this study offers scholars a platform on which they can systematically advance their behavioral SCIM research agenda in the future.

Hello marketing, what can artificial intelligence help you with?

Artificial intelligence based applications are emerging in a broad range of expert domains. News about AI based solutions in medicine, industrial production processes, logistics, mobility and digital marketing trigger discussions and a lot of speculation. The market research industry seems hesitant and at the same time eager to embrace this new technology. In this article the author provides a definition of artificial intelligence and its different forms: narrow AI, hybrid AI and strong AI. He concludes his reflection on the question whether it’s feasible to develop AI based marketing insights solutions with the recommendation: it’s time to embrace AI.

Representations of Africans in Popular Video Games in the U.S

Studies investigating the representation of Africans and other ethnicities are scarce in video game literature. Using a content analysis approach, this paper examines Africans’ representation in ten of the most popular games of 2014 in the United States based on industry market research reports. The findings show that Africans are underrepresented in video games explored in this study. The study also reveals that African characters in these games did not play leading roles in the storyline. Results are discussed as they pertain to Africans’ representation in video games, media effect, and media literature. This exploratory study broadens the discussion on representation in video games to other ethnicities and shows the need for studies on representation in contemporary video games that include understudied ethnicities.

Peter LaPlaca – The best marketer of industrial and B2B marketing research

Peter LaPlaca – The best marketer of industrial and B2B marketing research

China automotive and industrial market investigation research

China automotive and industrial market investigation research

Why the post‐Brexit UK market research industry needs to consolidate

The UK may be a tiny island in the North Atlantic, but it has become one of the chief concerns for business leaders everywhere.

Innovating Insight

The market research industry has had a tough time. There are plenty of reasons for this, all much‐discussed already, but the good news is that it has brought us to a point where innovation is at the forefront of thinking as we consider the future.

Reflections on the Future of the Market Research Industry: Is Market Research having its ‘Kodak Moment’?

In this viewpoint, the author argues there are parallels between Kodak’s inability to take advantage of the shift from print to digital and the current state of the market research industry. He warns that market researchers may double down on the client/agency business model but this is wrong as it would lead to financial decline. Market research is already too dependent on other sources of data collection, like Facebook and Google. There should be a shift away from the term market research, a use of sector expertise to address issues around ethics and there should be an openness to firms of all types who have a stake in making sure that ‘evidence matters’.

Commentary: Underestimated Habits

Previous article No AccessCommentary: Underestimated HabitsKeith ChrzanKeith ChrzanKeith Chrzan ([email protected]) is SVP of analytics at Sawtooth Software, Inc, after having spent 30 years in a variety of roles in the marketing research industry. Search for more articles by this author PDFPDF PLUSFull Text Add to favoritesDownload CitationTrack CitationsPermissionsReprints Share onFacebookTwitterLinkedInRedditEmail SectionsMoreDetailsFiguresReferencesCited by Journal of the Association for Consumer Research Volume 2, Number 3July 2017The Habit-Driven ConsumerGuest Editors: Aimee Drolet and Wendy Wood Sponsored by the Association for Consumer Research Article DOIhttps://doi.org/10.1086/695489 Views: 46Total views on this site © 2017 the Association for Consumer Research. All rights reservedPDF download Crossref reports no articles citing this article.

Standing in their shoes: How people-centred research can revitalise the research industry

The market research industry faces the challenge of staying true to the robustness and traditions of its first principles, while struggling to remain relevant to the current and future generations it needs to take part. Despite all the technological innovations, representation in market research is proving a challenge across the globe, and clients and agencies alike are increasingly raising concerns over data quality. This article offers potential solutions under the umbrella of ‘people-centred research’, the premise being that instead of expecting people to take part on the industry’s increasingly outdated terms, researchers need to build studies, use tools and design questions which fit with people, their lifestyles, needs and behaviour. Researchers need to stand in the shoes of their participants. While some of the approaches might seem controversial to research industry purists, the article presents the results of A/B experiments that suggest there is significant value to be gained from embracing new ways of communicating and conducting market research.

Observations from 12 Years of an Annual Market Research Technology Survey

Against the theme of this year's conference, ‘Are we there yet? Where technological innovation is leading research’, this paper provides evidence-based observations on where technology has led research in the recent past, and where it appears to be leading now. meaning ltd has conducted a survey of market research companies around the world each year since 2004, looking at their use of technology. The survey includes a combination of tracking questions on the adoption of technology-based methods to detect long-term trends, as well as topical questions that vary from year to year, some of which are also repeated in subsequent years to measure change. Now, with 12 years of data, it is possible to draw a number of conclusions about the way in which the research industry interacts with the technology that supports it, and to understand some of the transformations that have taken place. It is also possible to look at some of the areas where the rhetoric and actual experience on the ground have not been aligned, and identify some of the challenges that may be unique to the research industry. Developers need to be mindful of such challenges if they are to succeed in providing useful, appropriate technology that will allow the market research industry to continue to develop, adapt and compete for survival. The aims of this paper are to: quantify significant changes that have occurred in the last decade, as well as identify those where anticipated change has been slow to materialise; examine some perennial difficulties that the market research industry appears to have with technology development, adoption and diffusion; highlight some of the current and ongoing changes that emerge from the data; identify areas that those developing or providing software need to pay particular attention to when supporting these changes; and provide specific recommendations to researchers and technology providers.

Dealing with challenges to methodological pluralism: The paradigm problem, psychological resistance and cultural barriers

This paper calls for methodological pluralism in industrial marketing research. We discuss three challenges that proponents of methodological pluralism have to address if their practice is to be seen as credible: the paradigm problem; psychological resistance; and lack of cultural readiness to accept pluralism. We review the works of a variety of authors from other disciplines who have tackled these problems, and identify useful ideas to take forward into a model of learning. This addresses the paradigm problem by making it clear that no pluralist methodology can exist without making its own paradigmatic assumptions. It deals with psychological resistance by talking in terms of learning, starting from wherever the researcher is currently situated (a large knowledge base is not needed to begin practicing methodological pluralism). However, this model does not deal with the question of whether the time is right, culturally, for methodological pluralism. We argue that the time will be right when it is widely appreciated that methodological pluralism adds value to industrial marketing research practice. The next step for our research community must be the accumulation of a body of empirical evidence to demonstrate that this added value does or does not exist.

Growth gathers pace as confidence returns to largest research markets

AbstractThe global market research industry has posted its strongest growth in four years, with ESOMAR’s annual report showing strengthening demand and rising optimism in the world's biggest research markets. This year's Global Market Research report, to be launched at the ESOMAR Congress in New Orleans in late September, shows that research turnover rose 2.2% in 2015 to US$44.349 billion‐a significant jump from just 0.1% growth seen in 2014 and growth of only 0.7% for each of the two previous years.

Economic geography and industrial marketing views on trade shows: Collective marketing and knowledge circulation

In this paper, we critically review literature on trade shows developed in industrial marketing (IM) and economic geography (EG), aiming to contribute to the ongoing conversation between these disciplines and showing that they can learn from each other. In IM, trade shows are conceived as promotional instruments, whereas in EG these events are seen as temporary clusters through which firms can escape the liabilities of embeddedness and interact with, and learn from, distant actors. EG literature has integrated insights from IM that have provided a means to go beyond earlier formulations that downplayed market-based learning processes at these events. IM has in fact far under-theorized space and conceived exhibitors as individual agents, neglecting the fact that many of these events are collective marketing platforms that industry agglomerations or geographical clusters can use to affirm their presence in international markets. Based on our analysis, we propose research directions that can benefit individual exhibitors as well as geographically-based business networks. The analysis addresses the boundaries and limitations of disciplinary analyses and strongly suggests transdisciplinary encounters and engagements in IM and EG research.

Public Opinion Toward Internet Freedom in Asia: A Survey of Internet Users from 11 Jurisdictions

Introduction: This document summarizes the findings from a survey of Asian Internet users. The purpose of the study is to understand the public opinion toward issues related to Internet freedom in Asia. This report provides a basic overview of the opinions and behaviors on a number of topics related to Internet freedom, including but not limited to Internet censorship and the adoption and use of circumvention, anonymization, and encryption tools. Method: The survey was carried out between July 29 and August 24, 2015 in 11 jurisdictions: Hong Kong, India, Indonesia, Japan, South Korea, Malaysia, Pakistan, Singapore, Taiwan, Thailand, and Vietnam. The original list includes China, but the widespread self-censorship practice in the market research industry prevented the study from being carried out in China — which attests to the very limited press and research freedom in China. The survey was fielded by YouGov, a well-known international online opinion polling service provider headquartered in the United Kingdom. In total, 7,357 respondents from different countries and regions participated in the survey. The survey is not intended to be representative of the general population of the 11 jurisdictions. Instead, quota sampling was used, based on gender, age, education, and income distributions of the Internet population in each jurisdiction. Key Findings: There is robust and strong support for Internet freedom in Asia. About 78% of respondents agree that freedom of expression on the Internet needs to be protected, and nearly 90% consider access to the Internet a basic human right. The robust support for freedom of expression online is accompanied by almost equally strong support for Internet censorship. More than two thirds of respondents agree that some form of censorship is needed on the Internet: 19.4% express strong agreement and 54.5% express agreement. Nevertheless, respondents disagree on whether it is desirable to censor religiously offensive and political content. A majority agree it is necessary to censor pornography, gambling, and copyright infringing content. While respondents disagree on what content should be censored, a large majority strongly agree that censorship rules and decisions should be made public and transparent (74.1%). Internet users in Asia, when asked whom they trust most to manage the global Internet, are more likely to choose software or search engine companies (e.g. Microsoft, Google) (33%) and the multi-stakeholder model (29%) than other options (e.g., local or national government, telecommunication companies, etc.). On average, 71% of respondents believe online censorship currently exists in their respective jurisdictions. About a quarter of respondents report having used circumvention (23.5%), anonymization (25.0%), and encryption tools (26.7%) to access censored or blocked information online. It is important to note that cross-country variation is substantial in Asia. Respondents in Japan and Korea express low to moderate support for Internet freedom, low support for Internet censorship, low volume of circumvention and anonymization technology use, low privacy protection behavior, and low levels of online censorship. In contrast, respondents in India and Vietnam show an opposite pattern. Respondents in Singapore and Thailand are in the “moderate” group. In both Hong Kong and Malaysia, people are more supportive of Internet freedom than censorship, and they adopt many non-technical (but not technical) privacy protection measures. Indonesia, Pakistan, and Taiwan comprise the last group: in all three jurisdictions, respondents indicate high levels of support for Internet censorship but relatively low levels of support for Internet freedom.

Viewpoint

This Viewpoint describes the challenges that the market research industry is facing when it comes to Millennial employees and outlines some positive steps that should be taken. 70% of Millennials see themselves working independently in the future; this highlights the disparity between what traditional employers are offering and what Millennial employees actually want. To appeal to future generations, market researchers must recognise that some of the cornerstones of their industry are outdated and work to redefine archaic processes and tools. The market research industry must tap the millennial mindset and implement a Millennial start-up mentality to better attract and retain the top Millennial talent. In particular, Millennials value flexibility, incentivisation and belonging in a way that is distinctly different to previous generations.

Solving the Mystery of Consistent Negative/Low Net Promoter Score (NPS) in Cross-Cultural Marketing Research

This paper has identified some theoretical reasons and empirical evidence for negative scores that occur in Japan and Korea or unstable NPS scores that can be experienced. A psychological analysis of NPS results sheds light on the validity of the negative NPS scores that are often found in Japan and Korea. Usually customer experience surveys utilize a “single stimulus” such as the “company” or the “company’s products / services.” However, in the case of the “recommendation to friend” question of the NPS system there are two stimuli namely the “company product/service” and the influence of “friends.” Hence, the survey outcomes from this question can be very different when compared with other single stimulus questions such as “overall satisfaction” or “repurchase.” Japanese and Korean people may have a positive attitude towards the company but they will provide low NPS scores because they are reflecting that they would not run the risk of ruining their relationships with their friends by making a recommendation. As a result, in the NPS system these people will be labeled as “detractors” when in fact they are “ambivalent customers.” Using several Japanese and Korean based marketing research industry examples and case studies, different strategies are proposed to address the issue of negative scores in the NPS system in Japan and Korea. The Customers Psyche appears to be the key determinant factors for both types of behavioural items (items with a single stimulus as well as items with two stimuli).

Solving the Mystery of Consistent Negative/Low Net Promoter Score (NPS) in Cross-Cultural Marketing Research

This paper has identified some theoretical reasons and empirical evidence for negative scores that occur in Japan and Korea or unstable NPS scores that can be experienced. A psychological analysis of NPS results sheds light on the validity of the negative NPS scores that are often found in Japan and Korea. Usually customer experience surveys utilize a “single stimulus” such as the “company” or the “company’s products / services.” However, in the case of the “recommendation to friend” question of the NPS system there are two stimuli namely the “company product/service” and the influence of “friends.” Hence, the survey outcomes from this question can be very different when compared with other single stimulus questions such as “overall satisfaction” or “repurchase.” Japanese and Korean people may have a positive attitude towards the company but they will provide low NPS scores because they are reflecting that they would not run the risk of ruining their relationships with their friends by making a recommendation. As a result, in the NPS system these people will be labeled as “detractors” when in fact they are “ambivalent customers.” Using several Japanese and Korean based marketing research industry examples and case studies, different strategies are proposed to address the issue of negative scores in the NPS system in Japan and Korea. The Customers Psyche appears to be the key determinant factors for both types of behavioural items (items with a single stimulus as well as items with two stimuli).

From professors to innovators

Confirmit recently ran a survey called “What type of market researcher are you?”, aimed at uncovering the personalities that make up today's market research industry. More importantly, we wanted to find out how those personalities see the future of the industry‒and their place in it.

The future's bright, the future's branded: How branding is the future of the marketing research industry

People working in market research and consumer insights advise clients on their brands a great deal – it is often our bread and butter. But in this paper the authors propose that researchers often do not apply that learning to themselves. It suggests that in order to thrive and survive in the future, agencies and the industry as a whole should think and behave like true brands, with a strong philosophy and view of how the world works. The paper looks at how another B2B industry has approached this issue and reinvented itself successfully. The authors suggest that good branding could change existing perceptions of researchers as dull, grey and boring; it could attract new talent to the industry; engage audiences; demonstrate that we are a dynamic and exciting business; enable us to compete with a broader range of competitors; charge more money and behave with confidence in the future.