Market Research Research Articles

The evolution of marketing research in the context of digital transformation of society

Marketing research’s relevance in digital transformation is paramount for ensuring business process efficiency. The article aims to analyse the impact of new digital tools on marketing research, identify the main advantages of these methods, and develop recommendations for their optimisation. The methodology involves a comprehensive approach, which includes analysing the experience of international companies, assessing the market, and the practice of applying the latest technologies in marketing research. The results revealed that using big data and social media analytics increases the accuracy and efficiency of marketing campaigns. The article highlights the need to adapt digital approaches to market specifics and consumer needs. The study results indicate that the revenues of the marketing research industry significantly influenced global GDP from 2009 to 2022, with the most substantial impact observed in North America and the weakest in Latin America. The practical significance lies in integrating modern technologies into the marketing research process, which requires marketers to have high technological proficiency. The article outlines the role of data privacy, which demands a responsible approach to information from companies. Several recommended measures are provided to improve marketing research, implement personalised strategies, and enhance staff qualifications. The prospects for further research include developing comprehensive programs that enable the effective use of digital technologies in marketing research.

Dealing with regression models’ endogeneity by means of an adjusted estimator for the Gaussian copula approach

AbstractEndogeneity in regression models is a key marketing research concern. The Gaussian copula approach offers an instrumental variable (IV)-free technique to mitigate endogeneity bias in regression models. Previous research revealed substantial finite sample bias when applying this method to regression models with an intercept. This is particularly problematic as models in marketing studies almost always require an intercept. To resolve this limitation, our research determines the bias’s sources, making several methodological advances in the process. First, we show that the cumulative distribution function estimation’s quality strongly affects the Gaussian copula approach’s performance. Second, we use this insight to develop an adjusted estimator that improves the Gaussian copula approach’s finite sample performance in regression models with (and without) an intercept. Third, as a broader contribution, we extend the framework for copula estimation to models with multiple endogenous variables on continuous scales and exogenous variables on discrete and continuous scales, and non-linearities such as interaction terms. Fourth, simulation studies confirm that the new adjusted estimator outperforms the established ones. Further simulations also underscore that our extended framework allows researchers to validly deal with multiple endogenous and exogenous regressors, and the interactions between them. Fifth, we demonstrate the adjusted estimator and the general framework’s systematic application, using an empirical marketing example with real-world data. These contributions enable researchers in marketing and other disciplines to effectively address endogeneity problems in their models by using the improved Gaussian copula approach.

The role of market research in pack redesign performance

The visual design of consumer packaged products is crucial for brand success, as consumers learn to recognise pack styles and look for these in buying situations. Therefore, any pack redesign is risky, as the change could interfere with consumers’ ability to find and buy the brand. Market research is often undertaken to reduce the risk of poor pack redesign decisions. Many different approaches are available, meaning marketers must select an appropriate method to increase the chance of pack redesign success. As such, our paper investigates the role of market research in packaging redesign performance. We examine data collected via an online survey with 227 marketers who were asked questions about the last pack redesign they were involved with within the previous two years. The findings challenge the assumption that conducting pack redesign research will boost its success. Notably, commonly used methods and metrics, such as focus groups or brand attitudes, are associated with less successful outcomes. In contrast, testing that identifies and suggests elements to retain in an existing pack design, that consumers link with the brand proves promising, as it is linked to more successful pack redesigns.

The Role of Internal Control on Financial Fraud: Evidence of Pre-Fraud and Post-Punishment from Chinese Firms

ABSTRACT Our study is the first to provide systematic evidence of the internal control (IC) prevention and punishment effect on financial fraud (FF). We examine the pre-fraud and post-punishment IC of Chinese firms. Results show that the lower the firm’s IC, the greater the possibility of FF. We find that IC five elements have different prevention effects. Information and communication cannot prevent FF, while the other four can. Executive compensation, audit fees and earnings management can weaken the negative correlation between IC and FF, while independent director attendance can strengthen the negative correlation between them. In addition, the IC of fraudulent firms has been improved after punishment. This article extends the role of IC and its five elements in FF and the response of IC to punishment, providing country-specific evidence for other emerging market research about IC prevent FF.

МАРКЕТИНГОВЫЙ АНАЛИЗ АССОРТИМЕНТА ОСНОВНЫХ МОНОПРЕПАРАТОВ, ПРИМЕНЯЕМЫХ ДЛЯ ТЕРАПИИ РАССТРОЙСТВ СНА

In recent years, many studies have noted that the number of occurrence of various sleep disorders is increasing among the population, while such problems as self-medication, untimely access to a doctor, the presence of concomitant diseases, the development of acute forms of disorders into chronic ones are highlighted, all this affects the quality and life expectancy of the population and makes it relevant to study pharmacotherapy of drugs for the treatment of these disorders in the field of pharmaceutical care [1-6; 11]. The purpose of the study was to establish a list and conduct a marketing analysis of the assortment of the main groups of monopreparations used for the treatment of sleep disorders presented on the domestic pharmaceutical market for their subsequent use in more extensive comprehensive marketing research in the context of sleep disorder therapy. The materials for the study were data from the State Register of Medicines and regulatory documents reflecting the attitude of objects to accounting and control of their sale on the market. The following methods were used: comparisons, systematization, grouping, statistics, as well as structural and assortment analyses. The article presents the results of a study of the Russian market of monopreparations of this orientation. The systematization of the main monopreparations was carried out, as a result, 7 groups were identified, which include 25 international nonproprietary names of medicines represented by 78 trade names, the proportion of manufactured drugs within each group and relative to the total number of trade names were calculated. The next step was to analyze the conditions for the release of drugs, their inclusion in lists reflecting accounting and control during implementation in accordance with regulatory documentation. In conclusion, it is noted that the obtained ranking data and the corresponding calculations will serve as a basis for further research in the field of the pharmaceutical market of drugs used for sleep disorders.

Perceptions of Multicancer Detection Tests Among Primary Care Physicians and Laypersons: A Qualitative Study.

Multicancer detection tests (MCDs) are blood-based tests designed to detect multiple cancer types. It is currently unclear whether these cancer screening tests improve mortality. To understand awareness of MCDs among providers and patients, as well as explore how they perceive the benefits, harms, and acceptability of MCDs, we have undertaken a focus group study in primary care physicians (PCPs) and laypersons to explore knowledge, attitudes, and expectations of cancer screening using MCDs. We conducted six focus groups with 45 PCP participants and 12 focus groups with 80 layperson participants. Participants were identified via a consumer research firm and found eligible following the completion of a screener survey. Moderators used a semi-structured guide containing open-ended questions and prompts to facilitate the discussion. Recordings were transcribed and coded line by line using a codebook developed based on questions and emerging discussion concepts, and emergent themes were identified. Both PCP and layperson participants felt the that benefits of MCDs included ease of use and potential ability to detect cancers early. However, they felt that additional data is needed to overcome some of the concerns related to MCDs. PCP participants expressed concerns related to lack of practice guidelines, cost of diagnostic follow-ups, privacy and insurance issues, fear/anxiety related to confirmation of MCD results, and malpractice liability related to perceived false negative test results. Layperson participants expressed concerns related to costs, insurance coverage, and privacy, as well as anxiety over the confirmation of a positive test result. There is a major need for more rigorous data regarding MCDs to inform the development of guidelines for use as cancer screening tools.

Tesla’s Strategic Growth and Challenges in the Chinese Electric Vehicle Market

In recent years, the global focus on environmental protection and sustainable development has led to the rapid growth of the electric vehicle (EV) industry, with Tesla emerging as a global leader. Particularly in China, the world’s largest automotive market, Tesla’s performance has been remarkable. This study focuses on Tesla’s development in the Chinese market, exploring its strategic decisions, challenges, and competitive environment. Through a combination of policy analysis, market research, and competitive benchmarking, this study examines Tesla’s market entry strategies, the impact of government support for new energy vehicles (NEVs), and the challenges posed by local competitors and regulatory constraints. The study concludes that Tesla’s success in China is largely attributed to its brand strength, technological innovation, and localized production through the Shanghai Gigafactory. However, it faces significant challenges, including competition from domestic NEV manufacturers, regulatory complexities, and geopolitical tensions. To maintain its competitive advantage, Tesla must continue to innovate, localize its products, and adapt to an evolving political and market environment.

Further Research in the Chinese Mid-cap Stock Market by Using the Markowitz Model, Capital Asset Pricing Model, and Fama-French Model

This article aims to identify the optimal portfolio of 10 mid-cap stocks in the Chinese stock market. Markowitz model is used to analyze the data from January 1, 2024, to July 1, 2024, including 117 trading days in total, and give some advice on portfolio selection. Markowitz’s model uses “Solver” in Excel to generate different portfolios and gets the optimal portfolio when the Sharpe ratio becomes the largest. In the Capital Asset Pricing Model (CAPM) and the Fama-French model, they can judge whether the stock is worth investing by the result given by linear regression in Excel. It turns out that the optimal portfolio of Markowitz has a Sharpe ratio of 2.14. Although the CAPM and Fama-French Model don’t give an exact percentage of each stock, they can take more conditions and factors into consideration to give a better judgment of the amount of the profit of each certain stock. The research fulfills the blank of using these models in the Chinese mid-cap stock market finding some supporting ideas from CAPM and Fama-French Model.

Factors Contributing to the Success of iPhone in the Chinese Market and Competitive Strategies

As one of the largest smartphone markets in the world, China’s huge market demand makes it an important player. Since entering the Chinese market, the iPhone has won a wide user base with its high-end brand image and innovative technology. The study focuses on analyzing the factors that have contributed to Apple’s success in the Chinese market, including brand building, product innovation, marketing strategies, and user experience. It also explores how Apple’s competitive strategies have helped it stand out in a fiercely competitive market environment. The study employs a combination of quantitative and qualitative research methods. By analyzing market data, conducting consumer surveys, and conducting market research, the study evaluates Apple’s performance and consumer preferences in the Chinese market, and explores Apple’s competitive strategies and market positioning. We found that Apple’s success in the Chinese market is mainly due to its strong brand effect, continuous technological innovation, precise market positioning, and effective marketing strategies. Apple has won the recognition of Chinese consumers with its high-quality products and excellent user experience. At the same time, it has successfully addressed competition pressure through differentiated competition strategies and the establishment of a unique ecosystem.

The Application of CRISPR/Cas9 in Cancer Immunotherapy

Currently, Cancer is the number one killer of human health. The death rate from cancer is increasing year over year as the population ages and grows, particularly since 2019, when there were almost 10 million cases globally recorded by the World Health Organization every year. In light of this trend, it is imperative to continue developing medications and to update and iterate on anti-cancer therapeutic technologies. CAR-T cell therapy, microphage-based therapy, oncolytic virotherapy, and checkpoint blockade therapy are the most popular cancer treatments, but a few patients still cannot tolerate these therapies. A post-optimized strategy is to use gene editing to alter the characteristics of cancer treatment. New therapeutic options for the treatment of complex disorders have become available with the development of CRISPR/Cas9 gene editing technology in recent years. This method is widely used in market research for gene knockdown, endogenous gene expression, and chromosome locus markers because of its accuracy and efficiency in processing harmful gene fragments. Also, it is extremely valuable from a medical standpoint when researching immunomodulator resistance. Despite its great potential, there remain concerns over the technology’s usefulness and efficacy and negative prognostic reactions. This review primarily focuses on the current use of CRISPR/Cas9 in cancer immunotherapies.

GPS-supported smartphone app-based integrated travel diary and time-use data collection: challenges and lessons learned

AbstractTravel behaviour and time-use data are two vital data sources for travel demand modelling. Travel behaviour is traditionally collected through household travel surveys, enhanced by using GPS-supported smartphone apps for passive location data collection. However, recruiting individuals willing to install these apps with sustained motivation to continue participation has been a critical challenge. This paper shares insights from a travel and time-use data collection procedure in Chicago and Sydney using the Fourstep app. Social media platforms were utilised as a solution to recruit participants in Chicago, where an international market research company failed to accomplish the task. This paper also discusses the challenges we faced and suggests ways to overcome them, offering valuable guidance to researchers in recruiting participants for smartphone application-based data collection. It also offers an analysis of travel, time-use, and travel-based multitasking behaviours based on the data collected from the Chicago and Sydney samples.

From mass marketing to personalized digital marketing in tourism: a 2050 horizon paper

Purpose The academic background of tourism marketing dates back to the 1960s. There had been a slight increase in its capacity until the early 1990s. However, since then, it has boomed, reaching thousands of scientific journal articles and tens of scientific books published only in English each year. Therefore, this study aims to present how tourism marketing has progressed academically within the past 60 years over four waves and how this progress may move forward as the next wave. Design/methodology/approach A bibliometric analysis grounds this study, which characterizes the past and present of tourism marketing research and anticipates the future. Content analysis, such as word clouds and social network analysis, was adopted to identify topic clusters and their connections. A total of 9,239 articles published between 1969 and 2024 were extracted from Scopus. Software packages such as VOSviewer were used to determine connections within topics. Findings The authors have assessed the findings broadly. Four waves were from the late 1960s to the first quarter of 2000. In spite of the limited size of papers at the early stage, the last wave saw a boom and a diversified number and category of subjects studied. In each wave, new subjects were added to broaden the picture. Research limitations/implications The discussion of findings is based only on those scientific papers published in English since 1969 but excludes the whole list of textbooks. Subsequent research should also consider all papers and textbooks released in different languages to have the broadest picture assessment worldwide. Practical implications The study conveys various suggestions for industry practitioners and policymakers to focus on carefully assessing trends in marketing tourism services and how these may be shaped shortly. This may help practitioners and policymakers redesign their services and marketing strategies in light of future developments. Originality/value This study continues a recent study published by Kozak (2023) that has been elaborated, particularly from the industry perspective. The current study examines the academic profile of all subjects investigated in the case of tourism marketing, but mainly in an academic sense. Accordingly, this paper outlines the facts and trends researchers may follow throughout the research frame published in the past six decades.

Impact of Corporate Entrepreneurship and Market Orientation on the Performance of Small Medium-Sized Enterprises in Ibadan Nigeria

The performance of Small and Medium-Sized Enterprises (SMEs) is pivotal to economic development, particularly in emerging economies like Nigeria. This paper explores the intersection of Corporate Entrepreneurship (CE) and Market Orientation (MO) and their collective impact on the performance of SMEs in Ibadan, Nigeria. Two research questions were raised, and two hypotheses were tested. The study employed the survey research design with five hundred and forty-six (546) respondents as subjects. Representative SMEs were purposively selected from each of the 11 local government areas in Ibadan Metropolis. Primary data was employed using the questionnaire to elicit information from the respondents. Data collected were analysed using Canonical Correlation and Multiple Regression. Findings indicated a combined impact of CE and MO on the performance of SMEs with a Canonical Correlation of 0.510 at p < 0.0. The results also showed that corporate innovation, corporate pro-activeness, risk taking, entrepreneurial culture, intelligence generation, intelligence dissemination and responsiveness using Multiple Regression jointly predicted SMEs performance at F = 19.501; R= .450, R2 = 202, Adj. R2 = .192; P < 000. Based on these results, it is recommended that SMEs should emphasise the practices of CE and put more effort into market research specifically to make confident, progressive business decisions based on market development and market entry opportunities that can lead to sustainable competitive advantage and superior organisational performance.

The influence of external factors on corporate strategy and strategies for adaptation in light of the global challenges

This study investigates the influence of external factors on corporate strategy and explores strategies for adaptation in the face of global challenges. The primary objective is to analyze how various external variables including economic conditions, technological advancements, regulatory shifts, and socio-cultural changes affect corporate decision-making and strategic planning. Utilizing a quantitative research methodology, the study involved a structured survey distributed to a sample of 116 corporate executives across diverse industries, allowing for a comprehensive analysis of the data collected. Statistical techniques were employed to identify correlations between the external factors and the strategic adaptations implemented by organizations. The findings reveal that economic fluctuations and rapid technological innovations are the most significant external influences on corporate strategies. Companies that proactively respond to these changes tend to exhibit greater resilience, enhanced market competitiveness, and improved long-term sustainability. The research underscores that organizations that incorporate external insights into their strategic planning are more capable of developing effective responses to evolving challenges. To address these findings, the study offers several recommendations: organizations should enhance their agility by investing in thorough market research and establishing flexible strategic frameworks that can swiftly adapt to external changes. Furthermore, fostering a culture of innovation and continuous learning within the organization is crucial for navigating the complexities of global challenges effectively. By embracing these adaptive strategies, companies not only prepare themselves to confront immediate challenges but also position themselves favorably for future opportunities in a rapidly changing environment. Ultimately, this research contributes valuable insights to the literature on corporate strategy, emphasizing the necessity of understanding external dynamics and implementing adaptive strategies for organizational success in today’s competitive landscape. The study provides a foundation for further exploration into how organizations can strategically navigate external influences while maintaining agility and responsiveness in their operations.

Research on the Impact of Artificial Intelligence Applications on the Workflow of Advertising Agencies

Abstract: At present, AI has gradually penetrated various industries, but there is little application in the advertising industry. This study aims to understand how the introduction of AI will affect advertising agencies' workflows and develop strategies for practical AI applications. Before this, much research has also discussed the impact of AI on marketing, but rarely from the perspective of the workflow of advertising agencies. This study analyzes the advertising agencies' workflows and how they will change after the introduction of AI by using a literature review approach. A review and summary of many current studies culminates in the impact of AI on workflows and recommended strategies. The results show that AI affects workflows in four areas: market research, creative attributes, creative production, and intelligent advertising. The study recommends that advertising agencies prioritize experimenting with AI in both market research and the discovery of creative attributes.

From Algorithms to Market Dynamics: A Literature Review on High-Frequency Trading

Abstract: High-frequency trading (HFT) uses advanced technologies and sophisticated algorithms to make transactions at unprecedented speeds, which could significantly impact modern financial markets. This literature review examines the technological foundations, primary trading strategies, market impacts, regulatory environment, risk management practices, and future research directions in HFT. The findings reveal that HFT could increase market liquidity and price discovery but also increase volatility during periods of high market stress. Regulatory frameworks such as the SECs Market Access Rule and MiFID II aim to monitor and control HFT activities, at the same time effective risk management practices are crucial for maintaining market stability. Future research should focus on emerging technologies such as AI, ML, quantum computing, and blockchain, along with a better understanding of market structure and global regulatory coordination. This review provides valuable insights for market participants, regulators and researchers, contributing to a balanced perspective on HFTs role in contemporary financial markets.

Exploring value propositions and service innovation: the outsourcing of the National School Feeding Program

The National School Feeding Program, knowing as PNAE, is a public policy responsible for providing meals to students in Brazil. This program exists since 1940s and was created to combating child malnutrition. The program evolved over the years until the passing, on 16 June 2009, of Act 11,947, which establishes that at least 30% of food purchases for school meals must come from family farmers. In this context, there is a perception that outsourced management does not aim to encourage local agriculture, and consequently the use of fresh foods in school meals, which is recommended by Act 11,947. Therefore, the purpose of this article is to describe the forms of value co-creation in the PNAE outsourcing process in two cities that meet the requirements of Act 11,947. Then, a qualitative-descriptive study and abductive logic were chosen, using, as a strategy, a multiple-case study in the cities of Aracaju and Taubaté. The implementation of the PNAE by the municipality depends on the multiple influences and interventions, such as institutional values and relationships between stakeholders. Based on the understanding of this dynamic, the practices of the stakeholders involved in the management of the PNAE begin to organize a value proposition according to the students’ needs, promoting meaning and structure for its recipients. There are different ways to practice outsourcing in this program. So, these different possibilities make a study on this topic relevant, as it highlights that the positive results of outsourcing depend on the implementation of a well-planned project. Thus, use co-creation value, originally from Marketing Research, in public policy can bring new perspectives of analyses.

Applications of Artificial Intelligence and Machine Learning in Tourism Marketing Research

Purpose of the study: This study aims to investigate the applications of artificial intelligence and machine learning in tourism marketing research. Methodology: The importance and advantages of using artificial intelligence or machine learning in tourism marketing have been investigated. A literature review has been conducted in this field. Main Findings: As a result of this research, it has been found that using artificial intelligence or machine learning in tourism marketing will be more effective in learning customers' feelings and thoughts about businesses, more useful in making predictions about the future, and ultimately productive in customer satisfaction, which is considered the dedication point of modern marketing. Future studies can address the readiness and competencies of marketing managers employed in the tourism sector in the face of this development. In addition, researching current and potential customers in terms of user acceptance can guide businesses in tourism marketing, which can be considered as important findings of this study. Applications of the study: It is known and seen that artificial intelligence, machine learning and service robots are applied in many tourism companies today. Novelty/Originality of the study: Artificial intelligence and machine learning are making rapid progress in their use in every sector today. The innovations and benefits provided by the new and constantly developing use of artificial intelligence and machine learning for tourism marketing have been investigated.

Islamic Elementary School Marketing Model In Pekanbaru: The Impact Of Digitalization Of Education

Elementary Schools play a strategic role in educating Human Resources (HR). Therefore, proper governance is the keyword for sustainability for Institutions, both State and Private. The emergence of the era of disruption is a test of every governance of educational and non-educational institutions. Adaptation to technological developments is the only solution for the legitimacy of institutional sustainability. The gap in digital marketing research in elementary schools and the absence of a role model for the concept of a digital marketing model for elementary schools make this research very strategic at this time, especially in the city of Pekanbaru which has many private elementary schools. Analysis of the research journal matrix using Vosviewer accessed through the Elsevier Scopus journal and Google Schooler digital marketing or digitalization for elementary school management is research that has been the focus of researchers to date and has many opportunities to be used as research studies that show that this research is part of what will fill the research gap. The purpose of this study is to reveal how digital technology influences Integrated Islamic Elementary Schools (SD IT), especially in the field of school marketing. Analyze opportunities and challenges and find a digital marketing model for elementary schools. This study uses a qualitative method using the Notions Of Sensing And Responding theory. So the findings of this study are that the development of digital technology has changed the promotion model that leads to digital marketing. This is reinforced by the school's response and the initiatives taken by the school in adopting and developing digital marketing.

Microplastics: Features of appearance, identification methods (subject review)

Polymer packaging materials have become firmly embedded in our way of life. They are used in the manufacture of household items, as well as in the pharmaceutical, chemical, and automotive industries. Production and application of polymer packaging are expanding rapidly encompassing various spheres of the industry. According to Plastics Europe Market Research Group (PEMRG), global plastics production reached 348 million tons in 2017 and is likely to reach 33 billion tons by 2050. At the same time, about 26 million tons of plastic waste are generated annually on the territory of the European Union (EU), of which only 30% is collected for recycling. Despite this, in many countries of the world, including Russia, more than 50% of polymer materials are disposed of at landfills, where under the influence of external environmental factors (temperature, humidity), their destruction occurs with the formation of huge quantities of micro- and nanoplastics. Most people do not consider the environmental problems associated with microplastics to be serious. However, many studies aimed at in-depth study of this problem have proved that micro- and nanoplastics have significant negative effects on terrestrial and marine animals, as well as on human health, whether directly or indirectly. The identification of microplastics in various model environments and living systems is usually based on the use of infrared spectroscopy and Raman spectrophotometry. Each of the methods has its advantages and disadvantages, mainly related to sample preparation to improve the accuracy of identification. This review is devoted to the problem of formation and identification of microplastics in various natural objects.