Marketing Research Technique: Report of the New York Committee

1934 ◽  
Vol amj-1 (2) ◽  
pp. 64-64
Author(s):  
Ferdinand C. Wheeler
Keyword(s):  
New York ◽  
Marketing Research ◽  
Research Technique

Presenting online multi-image elicitation: The contributions of a hybrid protocol

2016 ◽  
Vol 31 (4) ◽  
pp. 65-82 ◽  
Author(s):  
Stéphane Ganassali
Keyword(s):  
Mixed Method ◽  
Large Scale ◽  
Marketing Research ◽  
Quality Data ◽  
Mixed Method Approach ◽  
Research Technique ◽  
Hybrid Mechanism ◽  
Method Approach ◽  
Good Quality Data

This article presents the protocol of online multi-image elicitation (OMIE) in an effort to evaluate its methodological contributions – using an example – and analyse its effectiveness as a marketing research technique. We will outline the theoretical and epistemological foundations of this mixed method approach, as well as the principles underpinning its development and the analytical possibilities available. We will show how this hybrid mechanism combines the appeal of an interpretive protocol using both images and text, while at the same time generating – on a large scale – rich- and good-quality data that can be used for statistical purposes. We will see that OMIE is suitable for analysing the experiential and emotional components of consumption.

Designing Marketing Research to Increase Validity

1964 ◽  
Vol 28 (4) ◽  
pp. 32-40 ◽  
Author(s):  
Seymour Banks
Keyword(s):  
New York ◽  
Experimental Research ◽  
Marketing Research ◽  
Careful Attention ◽  
Research Systems ◽  
Forthcoming Book ◽  
Or Groups ◽  
Research Designs ◽  
Marketing Data

How valid are the results of marketing research that involve people as the subjects? Is it possible to waste large sums of money because of reliance on research systems that have built-in errors, or that show results not applicable to the untested population at large? Since all marketing data are based in one way or another on actions of people, and since people and groups of people are so varied, careful attention to the design of marketing research experiments is sorely needed. In his forthcoming book, EXPERIMENTATION IN MARKETING (New York: McGraw-Hill), the author devotes his second chapter to experimental research designs involving people or groups of people. This article is a condensation of that chapter.

Graphology: A New Marketing Research Technique

1967 ◽  
Vol 4 (4) ◽  
pp. 363-367 ◽  
Author(s):  
James U. McNeal
Keyword(s):  
Consumer Behavior ◽  
Marketing Research ◽  
Research Technique

Marketers are making great efforts to seek relationships between personality and consumer behavior. The extent of their success greatly depends en having adequate psychodiagnostic tools. This article discusses the possibilities for graphoanalysis in marketing research related to consumers’ personality.

scholarly journals AIRLINE FARES: A COMPARISON BETWEEN SPANISH AND FRENCH TRAVEL AGENCIES

2016 ◽  
Vol 7 (1) ◽  
pp. 95-110
Author(s):  
José-Luis Alfaro Navarro ◽  
María-Encarnación Andrés Martínez ◽  
Jean-François Trinquecoste
Keyword(s):  
New York ◽  
Price Dispersion ◽  
Marketing Research ◽  
Point Of View ◽  
Price Levels ◽  
Travel Agencies ◽  
Departure Date ◽  
Ticket Prices ◽  
Airline Tickets ◽  
Geographical Locations

The existence of different types of intermediaries - e-tailers, traditional or offline retailers and multichannel retailers - engaged in the sale of airline tickets has enabled consumers to find different prices if they spend time searching for information. This has prompted internet marketing research to increasingly focus on the issue of pricing, analyzing the differences between these retailers with respects to price levels, price dispersion, pricing strategies, etc. Moreover, there are also studies examining the effects of culture on prices. However, there is no literature on the effects of the culture from the supplier point of view. This paper attempts to fill in the gap by studying whether the geographical locations of the travel agencies affect airline ticket prices. In particular, the study compares the price behavior of French and Spanish intermediaries operating exclusively online and those operating simultaneously in travel agencies and on the internet (offline and online). To this end, we consider three routes that connect Madrid, Paris and New York, with data starting four months prior to the departure date (December 16, 2013). The results show several differences in the price levels and price dispersion between intermediaries in relation to the type of retailer and their geographical locations.

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