Market Research Research Articles

Campus entrepreneurs’ research habits and needs: a five-year study

PurposeThis study surveyed the entrepreneurship community on a large university campus in 2016 and in 2020 to identify and understand its information habits and needs. User needs can inform service design and assessment, as well as inform approaches to reference interactions. Librarians are encouraged to conduct similar surveys to better understand this niche population.Design/methodology/approachInvestigators employed repeated cross-sectional design, a longitudinal research approach that draws on samples of non-overlapping or minimally overlapping cases over time. Qualitative and quantitative data were collected using online survey instruments. Data collected included demographic information, venture characteristics, participation in institutional activities such as accelerator programs and credit courses, general startup research behaviors and needs, and details of a specific instance of business or market research as well as interaction with the library and access to training. Triangulation of semantic and episodic was applied to draw reliable conclusions about respondent behavior.FindingsIn both surveys, over half of respondents were students and 75% of respondents were engaged in startup activity, most at the early stages. While respondent demographics, type and purpose of information sought remained constant between the two surveys, awareness and use of the library rose on several metrics. Coding revealed insights into respondents’ attitudes toward and strategies for secondary business research. Information obtained during the research process had a moderate impact on their ventures. These findings informed the development of library research and instruction services, programs, and collections for entrepreneurs.Originality/valueThe repeated cross-sectional design of the study is unique and shows trends in the community over time. The mixed-methods approach provides a robust and nuanced portrait of the community. These findings informed the development and assessment of library research and instruction services, programs and collections for entrepreneurs.

Demystifying the Research Trend of Content Marketing Research: A Co-authorship and Co-occurrence Analysis

Nowadays, content marketing is a marketing strategy used by marketers to organize, produce, and share information in order to draw in certain audiences and persuade them to make purchases. As a result, marketers are devoting a significant amount of time in producing quality content that raises awareness of their brand and piques the interest of their target audience. Consequently, the purpose of the research is to examine various published articles in content marketing to identify key themes and the extent to which research has influenced content marketing utilizing bibliometric analysis of 414 papers published in Scopus database between 1999 and 2023. The result of the study depicts that content marketing is growing at fast pace with the growing use of digital and social media marketing. The top three nations contributing to the field of content marketing are the “United States,” the “United Kingdom,” and “Germany.” Five themes have been identified as follows: Integrated digital marketing ecosystem, strategic B2B digital branding, AI-driven consumer-centric marketing, crafting a data-infused digital narrative: unveiling the intricate dance between big data, consumer behavior, and digital content marketing, and exploring the dynamic landscape of modern commerce. In accordance to the results, the primary authors and contributions in the field have been recognized, facilitating the formulation of guidelines and directions for potential research.

Navigating the Neuromarketing Landscape: Valuable Insights for Businesses in a Post-Pandemic World

ABSTRACT Purpose: There has been a significant rise in usage of neuromarketing for conducting marketing research, but a large number of businesses are still skeptical about integrating such methods into their marketing research toolkit. The reason for such skepticism may be certain misconceptions. One such misconception is that neuromarketing is a difficult and expensive marketing research tool. Another misconception is whether neuromarketing is a mere gimmick or an insightful marketing research method. Hence, this study explores the present stance of neuromarketing and its pertinent misconceptions. Methodology: The study conducts qualitative, in-depth interviews with neuromarketing experts from eleven countries. The study then subjects interview transcripts to thematic analysis. Through this analysis, the study divulges three themes and eight subthemes related to the present stance of neuromarketing and its pertinent misconceptions. Findings: The study divulges three notable findings. First, the present stance of neuromarketing highlights the growth and importance of neuromarketing methods in the marketing research industry. It also demonstrates the application of neuromarketing in making strategic marketing decisions. Second, the study clarifies that factors such as the elongated learning curve, complexities, adaptation, and economic considerations hinder neuromarketing adoption. Third, the study clarifies that neuromarketing is not a gimmick and expounds on the value and efficacy of neuromarketing methods in conducting marketing research studies. It also outlines the importance of combating bogus neuromarketing consultants who negatively impact the perception of neuromarketing among businesses, consumers, and regulatory bodies. Research implications: This study undertook the initiative to procure primary qualitative data through in-depth interviews to provide first-hand perspectives into what experts in the marketing research industry think about the present stance of neuromarketing and its pertinent misconceptions. It builds upon existing literature on the present stance of neuromarketing, which largely relies on secondary data. The study also extends prior literature on neuromarketing by highlighting the need for specialized expertise, the necessity for considering ethical considerations, and the need for cost-effective solutions. Besides this, the contribution of this study also aligns with the prior discussions on evolving methodologies in consumer behavior research. Practical implications: This study implies that neuromarketing enables businesses to make informed strategic marketing decisions, anticipate marketing trends, and foster sustainable growth. Businesses must allocate substantial resources to hire marketing research companies or third-party neuromarketing consultants. However, before making such investments, businesses should thoroughly evaluate the reliability and validity of claims made by neuromarketing consultants and marketing research companies. Due to the complexities and stringent ethical regulations, it is essential to collaborate exclusively with reputable marketing research firms or independent neuromarketing consultants with a proven track record of success. Originality/Value: Contrary to the prior studies based on secondary data, this study leverages primary qualitative data to explore the present stance of neuromarketing and its pertinent misconceptions. The study emphasizes misconceptions hindering the adoption of neuromarketing, which was primarily left unexplored in the extant literature. In this way, the study creates unprecedented value for businesses, marketing research companies, regulatory bodies, and independent neuromarketers.

Production of microalgae in wastewater and brackish waters: kinetic, lipid content, bioremediation and cost analysis studies

ABSTRACT The cultivation of microalgae in domestic wastewater offers a sustainable solution for the treatment of effluents, while at the same time producing biomass rich in lipids, potentially usable in the production of biofuels. Furthermore, reuse contributes to the treatment of wastewater, transforming a byproduct into a valuable source of nutrients for the production of microalgae biomass. This study involves the production of microalgae in open cultivation, using domestic effluents as a source of nutrients in brackish environments, to study the potential for biodiesel production. Intracellular lipids were between 17 and 20%. As for the bioremediation capacity, the results showed removal levels greater than 95% of nutrients, as well as bacterial and pollutant load reduction. The growth kinetics and the prediction of theoretical kinetic models through the use of computational tools show significant differences, due to the lack of control of process parameters in open cultivations. Based on the literature review and market research, a cost analysis for large-scale production in open crops was made, comparing with closed crops and finding lower costs in the implementation, maintenance and production of biodiesel in the production open.

Work “for” you or work “with” you: The effect of candidate's positioning on donation reception

AbstractDonations are a well‐studied area in consumer research, but our understanding of political donations is limited. Because the motivations for donating to charity and political candidates are different, we use branding perspectives to investigate this important phenomenon. In four studies, we demonstrate that candidates with a “servant” brand positioning are likely to generate fewer donations compared with those with a “partner” positioning. This is because a servant brand positioning leads individuals to perceive that the candidates require fewer resources. We also show that the relationship between brand positioning and political donation is influenced by factors such as political ideology, election polls, and the percentage of the donation relative to election expenses. Specifically, the effect is stronger among conservatives, when the candidates are leading in the polls, and when a small donation represents a significant portion of the election expenses. These findings provide valuable insights into how brand positioning affects individuals' intentions to donate to political campaigns.

How customer community engagement and employee dynamic learning capability impact service performance through customization? A firm–customer synergistic perspective

PurposeThe emergence and rapid expansion of social media platforms have transformed the dynamics of consumer–brand communication. While consumer–brand relationship is driven on marketing campaigns in regular manner, social media (e.g. WeChat groups) creates boundaryless connections between external forces (e.g. customer community engagement) and internal resources (e.g. sales force). Therefore, this paper aims to provide a firm–customer synergistic perspective to explain service performance (SP) through service customization, which is significantly contributing to the research of consumer–brand relationship field in the current era.Design/methodology/approachA survey including two sets of questionnaires are employed for data collection, with one completed by frontline salesperson of Casarte and the other by their customers. A total of 242 dyadic-level data are adopted to test the hypothesis.FindingsThe findings shed light on the mechanism that drive SP by firm–customer interactions. These insights hold distinct managerial implications for firms seeking to leverage digital tools to efficiently meet customer demands.Originality/valueThis study contributes to understanding consumer–brand relationship within social media environment. It offers a synergistic perspective combined both outside-in and inside-out thinking, and explains how consumer–brand relationship can be fostered from both customers and salespeople. It highlights the significance of customer community engagement and salespeople dynamic learning capability as crucial factors in building strong consumer–brand relationship.

USE OF AUDIOMARKETING TO PROMOTE THE SERVICES OF THE TOURISM INDUSTRY

The aim of the study is to substantiate the importance and peculiarities of using audio marketing tools to promote tourism services in the tourism industry. The article proves that the use of neuroimaging methods in marketing is gaining popularity, as it provides marketers with information that cannot be obtained using conventional marketing methods. Musical content is increasingly integrated into the marketing communications system, covers the points of interaction with tourists, and contributes to the personalization of audiocommunication. It has been determined that audio marketing is an important element of modern marketing strategies, and its tools not only influence the behavior and psycho-emotional state of consumers of tourism services, but also significantly enhance the effectiveness of other marketing tools aimed at obtaining the expected result. Well-chosen music helps to improve interaction and form a positive perception of tourism products and services among tourists, creates sound comfort, ensures a good mood, enhances positive impressions, builds commitment, increases loyalty, extends the time of stay, and increases both planned and spontaneous purchases. The article substantiates that the choice of background music is of great importance in the formation of audio design, which provides tourists with positive emotions, creates an appropriate atmosphere and a pleasant overall impression. It is proved that in order to achieve an effective result of music's influence on consumers of tourist services, producers of tourist services need to constantly conduct marketing research on the needs and behavior of tourists; monitor and analyze the impact of music on tourist behavior; and conduct training and professional development of marketers.

Analysis the Gaps in Adopting Quality System as per the National Standard of Accreditation on Territory Care Hospital with Reference to NABH Standards

This research paper delves into the pivotal role of product management and market research analysis in the context of pharmaceutical companies. It explores how these strategic tools contribute to business development amidst the intricate landscape of the pharmaceutical industry, characterized by rapid scientific advancements, evolving market dynamics, and stringent regulatory requirements. The paper emphasizes the evolution of product management within the pharmaceutical sector, highlighting its transition from a focus on research and development to encompassing comprehensive lifecycle management and commercialization strategies. Through a review of literature and data analysis, the paper examines various facets such as patientcentric innovation, regulatory compliance, digital transformation, competitive landscape analysis, and cross-functional collaboration. The study aims to shed light on the significance of integrating product management and market research analysis for driving sustainable business growth, enhancing competitiveness, and delivering impactful healthcare solutions in pharmaceutical companies

Comparison of United States Consumers’ Perceptions and Willingness to Pay for Sustainable Environmental Practices in the Retail Floral Industry Based on Geographical Regions

With an increase in social awareness of environmental degradation and the need to conserve resources while reducing greenhouse gas emissions, consumers have become increasingly concerned about the environmental standards of the industries from which they purchase products. This has motivated industries to restructure their business model to one that is more environmentally sustainable. Research of consumers’ floral purchasing habits based on geographic regions found that these habits varied depending on the region where they lived. The main purpose of this study was to investigate US consumers’ perceptions and willingness to pay as they relate to retail floral providers’ environmentally sustainable practices based on the geographical region where the consumer lives within the United States. The results indicated differences in the way respondents answered questions based on the geographical region where they live. However, regardless of the US region where the respondents live, from the list of sustainable attributes covered in this study, respondents indicated the use of locally sourced flowers and composting of floral waste as the two sustainable attributes with the most perceived value to consumers. The findings of this study indicate that floral providers that have incorporated any type of sustainable attribute into their businesses should be promoting this to the public. Floral providers located in the West and Northeast regions of the United States should especially consider emphasizing sustainable attributes within their business because consumers in these regions indicated that they were most willing to pay premiums for sustainable practices. Additionally, floral providers in the West should consider sourcing and promoting the use of fair-trade materials to their customers.

Market research ethics: New practices but no new ideas

The ethical issues involved with marketing research are receiving increased public scrutiny, prompting calls for marketing scholars and research practitioners to revisit the issue. To support researchers and practitioners, this paper provides a systematic scoping review of research on the ethics of market research developed across a range of literatures (N = 134). It demonstrates that, over 70 years, marketing scholars have explored the ethics of market research from normative, descriptive, theoretical and technical approaches. But, while marketing scholars were once at the forefront of theorising the ethics of marketing research, the field is increasingly fragmented and specialized. The result is that, following a series of theoretical innovations in the 1980s, progress has all but ended. We ask why marketing scholars have turned away from the ethics of marketing research given the importance of the topic in practice.

Usage pattern of anticoagulants in oncology patients receiving active anticancer therapies in Europe and Asia.

e23297 Background: Risks and benefits associated with use of anticoagulants (ACs) in cancer patients should be carefully assessed due to an increased risk of both thrombotic recurrences and bleeding events. Vitamin K antagonists (AVK) have been the most used ACs for patients with atrial fibrillation and venous thromboembolism for many years. Low molecular weight heparins (LMWH) and direct oral anticoagulants (DOACs) are preferred over AVK for cancer associated thrombosis. To better define the current scenario for ACs in cancer patients we propose to use market research data to describe treatment patterns in Europe and Asia. Methods: This study was conducted using Oncology Dynamics, an online secondary market research survey collecting anonymized patient data, from a representative panel of physicians. Data for 11,568 drug-treated oncology patients (p) (9,178 Europe p; 2,390 Asia p) with active cancer and anticoagulant therapies, collected between Q3 2021 and Q3 2023, from 5 European (France, Spain, Germany, Italy, & UK) and 3 Asian countries (China, Japan, & S. Korea), were analyzed. Patients with Genitourinary (GU) tumors were 36%, Lung 19%, Gastrointestinal (GI) 18%, Hepatobiliary/pancreas 12%, Gynecologic (Gyn) 12%, and Melanoma and Brain < 5%. Results: 94% p were aged > 50 years and 49% > 70 years. 64% p were male and 36% female. 67% p showed advanced/metastatic stage vs 33% local/locally advanced stage. Globally, DOACs use was 55%, LMWH 35%, and AVK < 10%; DOACs were the preferred ACs in Europe (64% p) and LMWH in Asia (59% p). Prescription of AVKs in Asia population was higher (17% p) compared with Europe (7% p). Difference in use of ACs by tumor type in European countries in favor of DOACs vs LMWH was noticeable in GU (75% p vs 13% p), GI (61% vs 34%) and Melanoma (71% vs 22%). In Asia population, predominance of LMWH vs DOACs was observable in Gyn (86% p vs 5% p), GI (57% vs 24%) and Hepatobiliary/pancreas (56% vs 35%). AVK were administered in 53% of GU Asia p and DOACs in 31%. Overall, bleeding was more frequently associated with AVK (32% p), compared to DOACs (15% p) and LMWH (9% p). Conclusions: This research highlights the differences in ACs prescription in oncology patients between Asia and Europe, with a preference for LMWH in former and DOACs in the latter. DOACs are the most common ACs prescribed overall, while AVK, associated with higher incidence of bleeding, are used in a small population. A more comprehensive analysis of the included variables will be shared.

Generative Artificial Intelligence and Advertising

Generative artificial intelligence, the new buzzword in technology, is the next step in the evolution of traditional artificial intelligence. Unlike traditional AI that excels in data analyzing and automating processes, generative AI (GenAI) is a pioneer in creating new and original content. GenAI is very close to human intelligence, capable of logical thinking, imitating human behavior and armed with decision making capabilities. Generative AI creates new texts, images, music, 3D designs and codes, thus strongly influencing the activities, strategies, and consumer interactions of various industries. Key industries most affected by GenAI are banking and finance, retail and consumer goods, medicine and pharmaceuticals, education, media and marketing. In marketing, generative AI is significant in the process of personalization, content creation, audience engagement and interactions, performing the STP strategy (segmentation, targeting, positioning), market research, etc. Although it has great advantages, GenAI also has significant limitations, such as unresolved ethical issues, the spread of outdated or imprecise data, lack of legal regulation and control, etc. This paper, with the aid of secondary research, is aimed at exploring the possibilities of GenAI and its impact on marketing, especially advertising.

CAR T-cell therapies: Measuring the growing need for increasing long-term safety protocols.

e23047 Background: The CAR T-Cell market has grown significantly over the last five years with six products in the U.S. market covering a range of cancer types (DLBCL, FL, MCL, MM, ALL). The number of transplant centers certified for CAR T-Cell administration has also grown from 142 centers in Q4 2020 to 200 in Q4 2023. The FDA is currently investigating the safety of CAR T-Cell therapies due to the threat of secondary malignancies. CAR T-Cell patients are treated at advanced treatment centers but after they have completed therapy, they are often referred back to their original specialist for long-term monitoring. The purpose of this research is to measure if referring Oncologists have the information required to safely manage CAR T-Cell patients. Methods: This study followed market research best practices. The study was based on a survey of the BrandImpact panel of Oncologists who refer patients and a CAR T-Cell Panel of Oncologists who administer CAR T-Cell therapies. Results: The majority of referring Oncologists (61%) report they could use more information about CAR T-Cell therapies. When asked on an unaided basis what type of information they require, the most common request was for additional safety information (57%). At the same time, one-third of Oncologists treating CAR T-Cell patients at the advanced centers feel that there needs to be improved knowledge of the long-term safety aspects of CAR T-Cell therapies. When they resume monitoring CAR T-Cell patients, they would like to better understand the relevant long-term side effects and how they differ from the short-term side effects. Conclusions: Oncologists who refer CAR T-Cell patients report that they need more information; mainly around safety/side-effects. Of the Oncologists administering CAR T-Cell therapies, one-third feel there needs to be improved knowledge of the long-term safety issues. Consideration should be given to improving the level of educational information provided on this topic to improve CAR T-Cell patient outcomes. [Table: see text]

Value outcomes in Airbnb as a chronotopic service

Many types of consumption—including events, traveling, and accommodation—primarily focus on selling time in space to consumers. That is, their business model is based on charging consumers for spending time in provided spaces (or places), with prices varying depending on the type of space and how much time consumers spend in that space. Using Bakhtin’s notion of chronotopes, we develop the concept of chronotopic services to describe these types of services that primarily sell time-in-space to consumers. Airbnb is an example of a chronotopic service. In a six-year multimethod qualitative study of consumers’ experiences with Airbnb we examine how such chronotopic services occur and how they shape consumption value outcomes in Airbnb. We conceptualize chronotopic services by noting three affordances that characterize Airbnb—temporal, spatial, and spatiotemporal affordances. We show how these three chronotopic affordances enable the orchestration of consumption value outcomes through heterotemporality, heterotopia, and hybridity. We contribute to services and consumer research on the role of space and time in the consumption of services by demonstrating how chronotopic affordances shape consumption outcomes and consumer experiences. This research also highlights the implications of the time-in-space aspects of chronotopic services and how value is created and destroyed because of its chronotopic nature. We discuss the implications of our findings for understanding the consumption of other chronotopic services and how chronotopic affordances shape other forms of consumption.

Reimagining the inevitable: how metaverse imaginaries construct understandings of privacy and surveillance

ABSTRACT Previous research on consumer privacy has heavily emphasised an individualistic perspective, focusing on protection against individual harm and the importance of privacy self-management. In today’s data-driven society, understanding the collective nature of privacy and its connections with increasing surveillance and larger societal harms is important. By employing media analysis of textual data, we explore how sociotechnical imaginaries of the metaverse constitute perceptions of surveillance and privacy. The findings identify four rhetorics that underpin metaverse imaginaries, with some reinforcing the prevailing surveillance ideology (inevitability and technological solutionism) and some challenging it (decentralisation and collaboration). This article contributes to the privacy literature in consumer research by illuminating how privacy is given sociocultural meaning as part of the surveillance ideology and by extending the literature on the problematisation of individualised consumer privacy. We argue that the way these imaginaries are constructed has implications for how privacy and surveillance will unfold in the future.

FITNESS : EFFECTS AND EFFECTIVENESS

Abstract : Fitness Tracker is outcome of research and development in area of information and technology to analyse health related issues. We explore how wearable technology can be a game changer for encouraging physical exercise and overall well-being on our fitness tracker website. Using data from landmark research on fitness tracker effectiveness (Jacobsen et al., 2016; Flores Mateo et al., 2015) [1][2], we investigate how these gadgets enable users to monitor and enhance their workout regimens. Our content, which highlights industry trends and technological breakthroughs, is informed by market analyses (Market Research Future; Deloitte Insights) [3][4] and extensive textbooks on sensor technology (Sazonov & Neuman) [5]…We discuss the effectiveness of incentives in encouraging persistent physical activity engagement, guided by studies like the randomized controlled experiment conducted by Finkelstein et al. (2016) [6]. The World Health Organization (WHO) and the American College of Sports Medicine (ACSM) have both released evidence-based guidelines [7][8] that support regular exercise as the cornerstone of a healthy lifestyle (CDC; Int. J. Sports Med.) [9][10]. These guidelines serve as the foundation for our approach.Additionally, by combining knowledge from digital health and behavioral science, we examine how wearable fitness technology affects habit modification and long-term health consequences. Our website provides thorough information and practical techniques for individuals seeking to maximize their fitness objectives and overall well-being through the synthesis of these diverse viewpoints. .Keywords – Fitness Apps, Fitness Gadgets, Fitness Trackers, Physical Activity, Weight Loss, General Health, Etc.,

Market research of russian medical construction facilities: cost estimation and investments in construction programs

Within the framework of the study, conditions are analyzed, cost estimates and other characteristics of large construction projects in the medical field are presented. The article analyzes investment projects of construction medical facilities in the Russian Federation. Plans for the development of some large medical networks are also briefly highlighted. A review of literature sources on health development programs of the subjects of the Russian Federation was conducted, federal target programs were considered, investment projects for the construction of medical facilities planned for completion in 2023-2025 were studied. Some analytical results of monitoring for 2020-2023 on the activity of the investment market in the direction of the Russian strategic and institutional design of the construction of medical facilities in the Russian Federation are presented.

A Systematic Literature Review of Trends in Digital Marketing Research in Romania

Abstract In the contemporary world, the significance of technology has become increasingly paramount. Hence, we are living in times in which the theme of digitalization is a transformative force, reshaping our daily lives and fundamentally altering the way we interact, work, and perceive the world around us. The paper aims to conduct a bibliometric analysis of digital marketing research in Romania. A total of 37 studies were found and systematized using inclusion and exclusion criteria. The papers were selected only if they featured research on digital marketing in the Romanian market. Using this search strategy, a literature review was conducted based on papers extracted from the Web of Science database. As a result, 16 papers were evaluated. Although the analyzed articles highlight quite a variety of things, the papers emphasize that digital marketing is an emerging subject in the Romanian market. This paper adds to the existing body of knowledge that digital marketing can be viewed from three perspectives: the impact of digital marketing strategies on consumer behavior in the technology era, exploring the nexus of digital marketing and social media: consumer engagement, trends, and impact, and digital marketing transformations across industries: trends, challenges, and opportunities.

Influence Decoded: Challenges and Opportunities Shaping the Future of Influencer Marketing Research

Influence Decoded: Challenges and Opportunities Shaping the Future of Influencer Marketing Research

FITNESS TRACKER : LONG TERM HEALTH OUTCOME

Abstract : The Fitness Tracker is the product of information and technology research and development aimed at analyzing health-related problems. On our fitness tracker page, we discuss how wearable technology can be a game changer for promoting physical activity and general well-being. We examine how fitness trackers help users monitor and improve their exercise routines using data from seminal studies on the subject (Jacobsen et al., 2016; Flores Mateo et al., 2015) [1][2]. Market analyses provide the basis for our material, which showcases technology advancements and industry trends (Market Research Future; Deloitte Insights) [3][4] as well as in-depth sensor technology textbooks (Sazonov & Neuman) [5]… We explore the role that incentives play in promoting sustained involvement in physical activity, informed by research such as the randomized controlled trial carried out by Finkelstein et al. (2016). [6]. Evidence-based guidelines supporting regular exercise as the cornerstone of a healthy lifestyle have been produced by the American College of Sports Medicine (ACSM) and the World Health Organization (WHO) [7][8] (CDC; Int. J. Sports Med.) [9][10]. These recommendations form the cornerstone of our methodology. Additionally, we investigate how wearable fitness technology influences habit modification and long-term health effects by integrating insights from behavioral science and digital health. Through the synthesis of these varied perspectives, our website offers comprehensive information and useful approaches for people looking to maximize their fitness goals and general well-being. Keywords : activity tracker, health metrics, fitness insights ,global fitness market ,innovation in wearables