Market Research Design Research Articles

Modeling the design of marketing research of the brands’ social responsibility

The object of the research is the brands’ social responsibility. The process of marketing research on the brands’ social responsibility is considered. The phenomenon of brands’ social responsibility has been studied and the need for a detailed study of its directions has been proven. The influence of socially responsible actions of brands on increasing their level of awareness and loyalty is substantiated. Trends in the development of brands’ social responsibility at the current stage have been determined. It has been established that the brands’ social responsibility is related to environmental initiatives, social justice, ethical responsibility, sponsorship and charity, economic responsibility, and the implementation of innovations. The directions of brands’ social responsibility are characterized on the example of companies Johnson&Johnson, Google and Coca-Cola, which are primarily related to environmental initiatives. The most popular areas of brands’ social responsibility have been established by means of a survey, which gives grounds for asserting the priority of environmental initiatives, sponsorship and charity. Attention is focused on the role of marketing research in the brands’ social responsibility. The main types of marketing research design are characterized – exploratory, evaluative and reproducible. A structural model of marketing research on the brands’ social responsibility is proposed. This model takes into account all stages of the process of researching the brands’ social responsibility – from the conditions for the implementation of social initiatives to the formation of the strategy of brands’ social responsibility. The practical value of the proposed model of marketing research on the brands’ social responsibility will allow to study social initiatives more deeply and in detail and choose the most priority ones. This, in turn, will create prerequisites for increasing brand loyalty and forming an effective communication strategy.

Over-time variation in individual’s customer satisfaction scores

Customer satisfaction is a commonly used business performance metric. Despite the widespread use of satisfaction surveys, little is known about how stable individual’s satisfaction scores are. If individual’s scores show instability, this has implications for market research design and managerial actions. To investigate the stability of satisfaction scores, this study uses data from a two-wave satisfaction survey in which the same respondents were interviewed 6 weeks apart. The respondents had no recorded purchase with the retailer between survey waves. The main finding is that only 49% of respondents give exactly the same satisfaction score on a 1–7 scale when re-surveyed. After aggregating the results into three simple categories of dissatisfied, neutral to somewhat satisfied, and satisfied, the proportions who stay in the same category from one survey to the next are 44%, 57%, and 82%, respectively, despite the overall average score for the sample staying the same. The changes in scores are a manifestation of regression to the mean, whereby those who give a low or a high score the first time tend to regress up or down toward the overall average score the next time. The main management implications are (1) interventions aimed at low or high-satisfaction customer groups need to take regression to the mean into account; (2) attempts to relate individual’s satisfaction scores to future behavior (e.g., loyalty, brand switching) should use scores averaged over two surveys; and (3) the oft-quoted belief that dissatisfied customers will tell more people compared with satisfied customers is less tenable, given that low-satisfaction scores tend to regress upward more than high scores regress down.

Marketing Research in the 21st Century: Opportunities and Challenges

The role of marketing for consumers and businesses is rapidly evolving (Ferrell, Hair, Marshall Tamilia 2015). Indeed, the marketing function is fundamentally changing as a result of the digital transformation, data, data analytics and most recently, personal mobile devices, such as infusion software, which track time as individuals work or play, can search for local businesses or customers while in a coffee shop, send an invoice or quote from a clients office, and much more (Shah et al 2014). Marketing research design and analysis methods are also changing rapidly (Hair, Black, Babin Anderson 2019). These changes are emerging from transformations in management skills (Henke, Levine McInerney 2018; Davenport 2018), technological innovation, particularly in the digital space (Davenport 2018), and continuously evolving customer behavior (needs and expectations) (Wedel Kannan 2016). To continue being relevant, marketing research must remain as dynamic as the markets themselves.

Market research in practice: how to get greater insight from your market

Lively and accessible, Market Research in Practice is a practical introduction to market research tools, approaches and issues. Providing a clear, step-by-step guide to the whole process - from planning and executing a project through to analysis and presenting the findings - it explains how to use tools and methods effectively and obtain the most reliable results. This fully updated second edition of Market Research in Practice features new chapters on the uses of market research (new product development research, market assessment, customer journey research, branding research, channel research, and pricing research), international aspects and new research trends (including coverage of social media research and mobile surveys). It also includes the latest information on carrying out market research design, desk research, sampling and statistics, questionnaire design, data analysis and reporting. Accompanied by a range of online tools and templates for reporting on and determining statistical accuracy, and supported throughout by examples from real market research projects, this is an invaluable guide for students, researchers, marketers and users of market research.

Accounting method related misspecification in cross-sectional capital market research design

This paper investigates accounting method related misspecifications in three commonly used capital market research designs. The evidence indicates that firms which use different accounting methods have systematically different coefficients in returns, levels and balance sheet designs.