Peter Mouncey
In his editorial, Peter Mouncey looks ahead to the IJMR Research Methods Forum 2010, discusses the comparison between voting intentions and results from the UK General Election and also introduces the topics covered for IJMR issue 52,4. ...

Malcolm McDonald
In his editorial, Malcolm McDonald discusses the problems and difficulties inherent in market segmentation and how this affects the market research discipline. ...

Juan de Dios Ortúzar
Juan de Dios Ortzar comments on the article by Robert E. Carter from IJMR 52(3). ...

Katherine Anderson and Byron Sharp
Are young consumers easier to attract? We shed some light on the presumption that younger consumers are less loyal to brands and more willing than older consumers to try new brands. Analysis of 230 brands from 12 categories revealed a tendency for new and growing brands to skew towards younger consumers. This suggests that younger consumers are slightly easier for brands to att ...

Baolong Ma, Lin Zhang, Fei Li and Gao Wang
The purpose of this paper is to offer a better understanding of the effects of product-harm crisis on a brand’s performance and market structure. This research is based on panel data on milk powder sales during the Nestlé product-harm crisis in China. The NBD-Dirichlet model is used to evaluate the performance of Nestlé and other leading milk powder brands before, during and af ...

Alain Samson
Theory and past research suggests that greater levels of consumer involvement and product usage lead to higher levels of word of mouth (WOM). This paper presents some tests of hypotheses related to product usage and WOM, based on secondary consumer panel data from five fmcg product trials. The main findings are that brand usage range within a product category has a pervasive ef ...

Marcus Schmidt
Statistical software programs have enriched the analysis of text from depth interviews, open-ended responses and focus group transcripts. This paper addresses some of the most important problems involved in quantification of text, and suggests practical solutions. It presents new ways of employing multivariate analysis and data mining for the analysis of marketing-related textu ...

Cataldo Zuccaro
Linear regression and factor analysis are probably the most employed statistical techniques in market research. During the last several decades these two techniques have been employed jointly by market researchers in modelling a wide spectrum of behavioural and psychological phenomena. More specifically, market researchers have employed factor scores as predictor (independent) ...

Susana Tavares, Margarida Cardoso and José G. Dias
Although there are several methods to assess the relative importance of the attributes in decision making, the mainstream approach has been the direct method (DM). However, this method, which rates attributes directly, has been criticised, mainly because it does not take into account heterogeneity in the responses. This paper presents the heterogeneous best-worst choice (HBW) m ...

Beverly Wagner
In her book review, Beverly Wagner reads the book co-authored by James H. Gilmore and B. Joseph Pine II, who previously worked together on "The Experience Economy: Work is Theatre and Every Business a Stage". Their latest "how-to" book is targeted at CEOs and product and brand managers, providing examples and strategies to differentiate companies in a cluttered and mass commodi ...

Alan Wilson
Alan Wilson reviews Andrew Green's book on the craft of media research. It covers the many changes in media platforms, content and business models and what the implications have been in marketing. Included are chapters relating to print media, out of home (poster), radio, television, internet and mobile. ...