Market Research Research Articles

Public Perceptions of the Australian Health System During COVID-19: Findings From a 2021 Survey Compared to Four Previous Surveys.

This study examines the perceptions of the Australian public canvassed in 2021 during the COVID-19 pandemic about their health system compared to four previous surveys (2008, 2010, 2012 and 2018). In 2021, a nationwide online survey was conducted with a representative sample of Australians (N = 5100) recruited via market research panels. The results were compared to previous nationwide Australian survey samples from 2018 (N = 1024), 2012 (N = 1200), 2010 (N = 1201) and 2008 (N = 1146). The survey included questions consistent with previous polls regarding self-reported health status and overall opinions of, and confidence in, the Australian health system. There was an increase in the proportion of respondents reporting positive perceptions at each survey between 2008 and 2021, with a significantly higher proportion of respondents expressing a more positive view of the Australian healthcare system in 2021 compared to previous years (χ2(8, N = 9645) = 487.63, p < 0.001). In 2021, over two-thirds of respondents (n = 3949/5100, 77.4%) reported that following the COVID-19 pandemic, their confidence in the Australian healthcare system had either remained the same (n = 2433/5100, 47.7%) or increased (n = 1516/5100, 29.7%). Overall, respondents living in regional or remote regions, younger Australians (< 45 years) and women held less positive views in relation to the system. In 2021, the most frequently identified area for urgent improvement was the need for more healthcare workers (n = 1350/3576, 37.8%), an area of concern particularly for Australians residing in regional or remote areas (n = 590/1385, 42.6%). Irrespective of disruptions to the Australian healthcare system caused by the COVID-19 pandemic, Australians' perceptions of their healthcare system were positive in 2021. However, concerns were raised about inadequate workforce capacity and the cost of healthcare, with differences identified by age groups and geographical location. Health consumer representatives from the Consumers Health Forum of Australia contributed to the co-design, deployment, analysis and interpretation of the results of this survey. J.A. and L.W. from the Consumers Health Forum of Australia contributed to the development of the paper.

Evaluation of Maximal Reliability for Multidimensional Measuring Instruments Using Structural Equation Modeling

Multidimensional measuring instruments are often used in behavioral, social, educational, marketing, and biomedical research. For these scales, the paper discusses how to find the optimal score based on their components that is associated with the highest possible reliability. Within the framework of structural equation modeling, an approach to point and interval estimation of the maximal reliability coefficient of general structure measuring instruments is outlined. The procedure allows obtaining in addition the linear combination of all scale components that possesses maximal reliability. The described method is applicable in empirical research with popular statistical software, and is illustrated using an example.

Strategies for surveying platform workers: lessons from a Belgian case study

AbstractJob quality among platform workers has been high on labour market researchers’ agendas. Nevertheless, many report difficulties in collecting data for this group of workers. Platform workers meet many of the criteria of hard-to-survey populations. The aim of this paper is to evaluate whether purposive, non-probability sampling can provide a good strategy for collecting information on the job quality of platform workers through an internet survey (SEAD Platform Survey). The study on which this paper is based, employed different strategies by dividing platform workers into categories based on type of activity. Sampling techniques were adapted to each category and included referral, social media advertisements, (virtual) convenience sampling and a web panel. Despite the cost and labor intensity of these non-probability sampling techniques, a sizeable sample (N = 490) of platform workers was collected. Moreover, the SEAD Platform Survey showed very similar characteristics to previous probability samples within the study population (LFS Module platform work, COLLEEM II, and the ETUI IPWS). Researchers focusing on (other) hard-to-survey (worker) populations can learn from this endeavor, showing that when there is little to no opportunity for probability sampling, purposive, non-probability sampling techniques can offer a good alternative to reach a rich, statistical resource.

Marketing research and brand management in the margarine market

Shifts in the Russian margarine market have produced changes in consumer behaviour patterns and caused a decline in sales of a number of brands. The study aims to reveal new trends in the fats and oils market and tests the hypotheses that end consumers tend to buy less margarine due to the rising popularity of a healthy lifestyle, the fast-growing demand for ready-made foods and baked goods, and customers’ high price sensitivity. The theories of brand management and marketing constitute the theoretical basis of the study. The research uses desk and field marketing research methods, survey, and statistical analysis. Calculations were carried out in statistical software SPSS and JASP. To assess brand management at the companies under review, we apply the brand loyalty index and the brand awareness indicator in Yandex Wordstat. The empirical evidence covers Nielsen panel data on retail audits in consumer goods markets for 2021–2023; data sourced from the QlickView analytical platform; OOO Profi Issledovania’s report based on the results of a field study of margarine brands in November 2023; and data from a survey conducted by the authors in November–December, 2023. The findings show that the share of margarines in total production volumes and solid fats sales is in decline. We confirmed the hypotheses that margarines consumption is decreasing due to a healthy lifestyle culture and the need to follow doctor’s recommendations. Price is found to be the key factor in choosing margarine brands.

Revolutionizing consumer insights: the impact of fMRI in neuromarketing research

This study performs a comprehensive bibliometric (performance analysis) and thematic content analysis of global research in "neuromarketing or consumer neuroscience" and "functional magnetic resonance imaging or fMRI." Utilizing the PRISMA framework and R package software, we analyzed thirty-six Scopus-indexed articles. The USA and California Institute of Technology emerged as leading contributors, with Rangel, A., and Reimann, M., as notable authors. Prominent themes include 'advertising,' 'product,' 'price,' and 'brand', with the “Journal of Consumer Psychology” and “Journal of Neuroscience” being key publications. The most cited article is "Marketing actions can modulate neural representations of experienced pleasantness," with 620 citations. In addition, fMRI has been used to study consumer behavior (impulsiveness, reward, emotion, decision-making, and memory) toward marketing stimuli such as price (WTP), advertising (celebrity endorsement, MSV), product (packaging design), and brand (Halal logo, label, and personality). This study provides an invaluable literature review matrix and detailed insights into the current trends in global neuromarketing research utilizing fMRI. This study highlights the significant impact of fMRI in both academic and commercial realms, offering new insights for targeted marketing and consumer behavior research. It provides valuable guidance for developing more effective advertising strategies, understanding consumer decision-making processes, enhancing business performance, and collaborating academically.

Strategi Digital Marketing Tiktok Untuk Meningkatkan Brand Awareness Koding Next Surabaya

In the digital era, social media marketing is crucial for enhancing brand awareness and expanding audience reach. TikTok has emerged as a popular platform among the youth, known for its creative and interactive content. Recognizing this potential, Koding Next Surabaya, a leading coding education institution for children and teenagers in Southeast Asia, aims to leverage TikTok to increase its brand awareness. Established in 2015 by Bartek Wasik and Mateusz Rybinski and present in Surabaya since 2022, Koding Next focuses on delivering top-quality programming education. This internship involves creating relevant content and studying innovative digital marketing strategies, particularly through interactive content and TikTok's promotional features, to reach a broader audience. This study seeks to develop an effective digital marketing strategy on TikTok, identify the most engaging content types, and measure the impact of TikTok's promotional features on brand awareness. The research focuses on the period from December to June, using metrics such as view count, engagement, and follower growth, within Surabaya's geographical context. The findings are expected to provide practical guidance for Koding Next Surabaya, enhance its brand awareness, and serve as a reference for future digital marketing research on TikTok.

Marketing Management in Agri-Business Organization

Strategic planning and execution are key components of marketing management in agri-business organisations, with the goal of maximising the reach and profitability of agricultural products. Traditional marketing concepts are blended with the specific difficulties and possibilities of the agriculture industry in this area. Important components include agriculturally specific advertising efforts, distribution methods, price strategies, product creation, consumer behaviour study, and market research. Supply chain knowledge, product seasonality, and familiarity with regulatory frameworks are all essential for successful marketing management in the agribusiness sector. Modern agri-business marketing techniques are greatly influenced by technological advancements and environmental initiatives. Businesses in the agricultural sector may get an edge in the market, strengthen relationships with customers, and expand their reach via the use of data analytics and digital technologies. Sustainable practices are becoming more important as stakeholders and customers want goods that are both ecologically and socially responsible. To keep up with the ever-changing nature of the agribusiness industry, this abstract focuses on the most important parts of marketing management and how new strategies are needed.

Sketching a comprehensive picture of the marketing discipline: a bibliometric analysis covering eight top-tier journals

Purpose This study aims to examine marketing trends spanning a period of 26 years to scrutinize North American influence in marketing research, as well as enhance comprehension of interdisciplinary marketing knowledge and identify prominent scholars, universities, countries, and articles that warrant further scholarly exploration. Design/methodology/approach This paper uses bibliometric methods to analyze the publications of eight top-tier journals (Journal of Marketing, Journal of Consumer Research, Journal of Marketing Research, Journal of the Academy of Marketing Science, Marketing Science, Journal of Retailing, Journal of Consumer Psychology and International Journal of Research in Marketing) between 1996 and 2021, as found in the Scopus database. Findings The findings indicate that North American hegemony in the marketing discipline continues and that the impact of marketing on other disciplines remains controversial. Some universities have a deeply rooted tradition of marketing departments. Some articles from 26 years ago are still frequently cited. Research limitations/implications The study covers the period from 1996 to 2021. It includes only articles, uses a single database and is cross-sectional. Future research should explore longer time periods by using various databases for comprehensive analysis. Originality/value To the best of the authors’ knowledge, this study constitutes one of the first attempts to understand the scholarly contributions of the marketing discipline by considering eight top-tier journals.

Strengthening Healthcare Supply Chains: A Comprehensive Strategy for Resilience in the Face of Natural Disasters

Effective and uninterrupted management of the healthcare supply chain and healthcare system preparedness for natural disasters (e.g., pandemics, earthquakes, forest fires, etc.) is essential to ensure that victims receive critical healthcare services and products with minimal disruption, even in the event of damage to transport and logistics infrastructure as a result of significant disasters. The article examines this issue using the example of Vital Health Systems, a prominent hospital system with multiple facilities across a wide region. The qualitative data for the study was collected through interviews and focus groups with key stakeholders in Vital Health Systems, including supply chain managers, procurement specialists, frontline staff, etc. The quantitative data for the study were based on reports, internal documentation and archival documents, industry reports, market research, government databases. Analysis of the supply chain resilience of Vital Health Systems to natural disasters was carried out using the PESTLE framework, based on which a comprehensive risk reduction strategy was proposed. This strategy, while rooted in theory, is highly practical and feasible, with measures to optimise stocks, creation of alternative transport routes and logistics networks, and use of technological solutions. Organisational and managerial proposals for minimising supply chain disruptions for Vital Health Systems in the event of natural disasters are based on the theory of transformational leadership, Denison’s organisational culture, Levitt’s diamond model, and McKinsey’s theory of strategic horizons. The role of healthcare professionals, supply chain managers, procurement specialists, and researchers in healthcare management and disaster preparedness is crucial in implementing these strategies.

Data-driven message optimization in dynamic sports media: an artificial intelligence approach to predict consumer response

ABSTRACT Artificial intelligence (AI) and big data have the potential to promote advancement across various industries. Sport management and marketing have also significantly transformed due to rapid technological advances such as those in AI and big data analytics. Especially sports companies, however, are still underutilizing the potential of AI. At the same time, considering the existing sport marketing research, the effectiveness and optimization of dynamic marketing stimuli in dynamic sport media settings remains unclear. This study aims to assess the differences between two AI models’ predictive capabilities with and without access to consumers’ biometric data when forecasting the influence of game features on consumers’ responses. Academic theoretical models indicate that individual biometric features have a considerable influence on consumers’ responses; nevertheless, it remains impractical for companies to access these data concerning message effectiveness and ROI evaluation. Therefore, the study attempts to enhance the feasibility of message optimization for companies by trialing a real-time prediction derived from game features alone, exemplifying how much predictive capability is lost by non-available consumer data. Two supervised machine learning models (one initial, primarily theoretical based model; one adapted model due to available data) were trained to reanalyze large-scale eye tracking and game-related data, resulting in high predictive accuracy and appropriate applicability of the models. Both models were able to predict consumers’ responses with over 90% accuracy (initial model: 96%; adapted model: 94%). This study exemplifies AI usage in sport marketing and management, enabling companies to implement more effective marketing messages and strategies for their sponsorship based on real-time evaluation.

Assuring the Sustainability and Growth of Small and Medium-Sized Manufacturing Enterprises in Botswana: An Exploratory Study

This paper explored the factors that impact the sustainability and growth of small and medium-sized manufacturing enterprises in Botswana. A self-administered structured questionnaire was used to survey 348 owners/managers of small and medium-sized manufacturing enterprises (SMEs) in the South Eastern District of Botswana. Descriptive and inferential statistics were generated from the gathered data using the Statistical Package for Social Sciences (IBM SPSS Version 27.0). findings revealed that entrepreneurial factors, firm-specific factors and exogenous factors impacted the growth and sustainability of manufacturing firms in Botswana. In addition, government policies and guidelines, innovation and creativity, human capital development, access to finance, financial management skills and managerial skills were also confirmed as significantly contributing to the growth and sustainability of manufacturing small and medium-sized enterprises in Botswana. Key recommendations derived from these findings include the need for policymakers in the government of Botswana and private sector partners to upskill owners/managers of manufacturing enterprises on business planning, financial management, financial literacy, quality management, and market research skills. Furthermore, efforts should be accelerated to promote products manufactured in Botswana to regional and global markets.

Exploring How Small Business Grow to Levels of Competitiveness and Sustainability: The Case of Liberia

Abstract Small businesses are regarded as the backbone of economies worldwide. Despite the government’s numerous sustainability efforts in the public sector, small businesses are acknowledged to contribute significantly to the expansion and prosperity of any economy. This is also true across Africa. Many Liberians rely on the viability and success of small businesses as their primary source of survival. Unfortunately, the results and trends for economic growth are not meeting expectations. This study explores how small businesses can achieve competitiveness and sustainability. A qualitative phenomenological method was used following a descriptive research approach. Five business owners representing two counties in Liberia were selected using purposive sampling. An in-depth individual interview was conducted and discussed. Data were analyzed and coded using thematic descriptive analysis with four identified themes. The findings reveal that small business owners have similar lived experiences with positive and negative aspects. It highlights the need for effective strategies to compete and maintain small businesses, including driving success, market research, and customer relationships. However, it emphasizes that knowledge and skills are essential.

How Product Background Color Combination in Brand Post Affects Product Evaluation on Instagram

The influence of visual content and heuristic cues on product evaluation, such as color composition on Instagram, remains unclear. This study aimed to investigate the influence of product background color combinations (similar vs. contrastive) on product evaluation. Two empirical analyses were conducted, and the findings revealed that when the color is similar between product and background, it can significantly influence product evaluation in both brand layout and post situations on Instagram. The product type (functional vs. sensory-social) was found to moderate the relationship between product background color and product evaluation. This study contributes to the existing literature on color theory and visual marketing research, providing valuable practical implications and novel insights for leveraging color cues when presenting products on brand Instagram accounts.

Examining the relationship of country-level digital ad spend and cross-border e-commerce buyers under cultural and political globalization

PurposeCross-border e-commerce continues to garner much attention within the international marketing literature as the world becomes hyperconnected through digital channels. Although there is an abundance of international marketing research on cross-border e-commerce, there is a lack of information regarding the influences of meta-institutional factors, such as a country’s level of globalization, on the relationship between digital advertising and cross-border e-commerce buyers. The objective of this research is to examine the effects of digital media ad spend at the country level on cross-border e-commerce buyers across countries under differing degrees of formal (i.e. political) and informal (i.e. cultural) institutional globalization.Design/methodology/approachThis work examines the influence of digital ad spend at the country level and the degree of the country’s formal and informal institutional globalization on the share of cross-border e-commerce buyers. We examine this issue within a 21-country, 8-year, unbalanced panel dataset.FindingsWe find that there is substantive heterogeneity in degrees of formal (i.e. political) and informal (i.e. cultural) institutional globalization and cross-border e-commerce across countries. Digital ad spend at the country level is positively associated with cross-border e-commerce buyers within a country. A country’s level of political globalization enhances, but cultural globalization was found to dampen the positive association. The results indicate that political and cultural globalization of a country both contribute to increased interconnectedness with the global market, yet the nature of the interconnection differs.Originality/valueThe findings are informative to international marketing managers navigating the digital landscape and highlight the importance of institutions in international marketing activities. The study specifically demonstrates the varying effects of the meta-institutional factors of a country’s level of political and cultural globalization on the association between digital ad spend and cross-border e-commerce buyers at the country level, across a wide variety of countries, thus also contributing to the effort to improve generalizations from multi-country comparisons in international marketing research.

NAVIGATING MARKET DYNAMICS: INSIGHTS FROM ECONOMICS AND MARKET RESEARCH

This article emphasizes the critical role of integrating economic insights with comprehensive market Research to navigate complex market dynamics effectively. It highlights how businesses that adapt their pricing strategies and product offerings based on economic indicators and consumer behavior report increased profitability and market share. The regulatory environment is identified as a significant influence on market dynamics, presenting both challenges and opportunities for innovation, particularly in sustainability. Key findings suggest that strategic decision-making grounded in data analysis, agility in response to technological advancements, and long-term planning are essential for maintaining competitiveness. Additionally, the article advocates for interdisciplinary collaboration among economists, market researchers, and business strategists to foster a holistic understanding of market landscapes. In conclusion, organizations prioritizing a data-driven, consumer-centric approach rooted in economic principles are better positioned to thrive in a rapidly evolving marketplace, enabling them to seize opportunities and mitigate risks effectively.

Quantum computing for market research

The digital ecosystem continues to expand around the world and is revolutionising the way markets are researched. Indeed, consumer experiences are advertised and disseminated through so many channels and media that it has become a major challenge for researchers and marketing practitioners to collect, process and generate valuable information to support strategic and operational decisions. In this article, the authors explore how advances in quantum computing, which can be used to process huge amounts of data quickly and accurately, could offer an unprecedented opportunity for researchers to address the challenges of the digital ecosystem. Three studies are presented to define the state of the art and future expectations of quantum computing in market research and business. By means of a bibliometric analysis of 209 publications and a content analysis of the 30 highest-impact articles, we describe the present landscape, and also forecast the future with the help of in-depth interviews with eight experts. The findings reveal that the US and China are at the forefront of scientific development, but the contributions from four other countries (India, the UK, Canada and Spain) are also in double figures. However, graphical analysis identifies four poles of development: the US orbit, which includes Canada and Spain; the Chinese orbit, which includes India; the UK orbit; and the Australian orbit. In terms of expectations, the experts agree on the opportunities offered by quantum computing, but there is less consensus as to how long it will take to develop.

Market Research on Retail Industry- Heritage Foods India Limited- A Study

Market Research on Retail Industry- Heritage Foods India Limited- A Study

Dual-market quantitative trading: The dynamics of liquidity and turnover in financial markets

Financial market liquidity is a popular research topic. Investor-driven research uses the turnover rate to measure liquidity and generally finds that the higher the stock turnover rate, the lower the returns. However, the traditional financial liquidity theory has been impacted by new machine-driven quantitative trading models. To explore high machine-driven liquidity and the impact of high turnover rates on returns, this study establishes a dual-market quantitative trading system, introduces a variational modal decomposition (VMD)-bidirectional gated recurrent unit (BiGRU) model for data prediction, and uses the back-end Hong Kong foreign exchange market to develop a quantitative trading strategy using the same rotating funds in the U.S. and Chinese stock markets. The experimental results show that given a principal amount of 210,000.00 CNY, the final predicted net return is 226,538.30 CNY, a net return of 107.86%, which is 40.6% higher than the net return of a single Chinese market. We conclude that, under machine-driven trading, increasing liquidity and turnover increase returns. This study provides a new perspective on liquidity theory that is useful for future financial market research and quantitative trading practices.

Exploring the Power of Brand Extension in Museums. Insights from the Louvre Abu Dhabi

This study investigates the Louvre Abu Dhabi as a brand extension of the Louvre in France, focusing on factors influencing brand extension attitude and its impact on visit intention. Data from 934 questionnaires are analyzed using partial least squares in a multi-group study. The research aims to enrich discourse on tourist brands by examining brand image, perceived fit, and perceived brand localness within the context of the Louvre Abu Dhabi project. Results suggest a potential correlation between positive brand extension evaluation and increased future visits, highlighting practical implications for brand management in cultural tourism. The study also raises theoretical questions regarding global marketing research, emphasizing the need for an integrative approach to understand brand extension attitude’s role in enhancing visit intention.

Benchmarking Power Generation From Multiple Wastewater Electrolytes in Microbial Fuel Cells With 3D Printed Disk-Electrodes.

Microbial Fuel Cells (MFCs) have recently gained attention, as they are inexpensive, green in nature, and sustainable. As per the report, by Allied Market Research the global market size of MFCs will increase from $ 264.8 million in 2021 to $ 452.2 million in 2030, growing at a CAGR of 4.5%. The present work is a comparative study of various types of electrolytes that can be used in MFCs. The working electrodes were printed using conducting graphene-based Polylactic Acid (PLA) filaments with the help of a 3D printer under the principle of the fused deposition method. Simulated electrolytes and natural environmental microbial electrolytes were used here. Also, electrolytes of pure E. coli culture were studied. Lake water reported the highest power density of 8.259 mW/cm2 while Stale E. Coli reported the lowest around 0.184 mW/cm2. The study comprehensively lists potential wastewaters that can fuel the MFCs. With the pioneering of various comparative studies of electrolytes, one can insight into the recruitment of electrolytes with high-performance benchmarks for miniaturized energy storage and other microelectronics applications.