The Importance of Rank for Shorter, Smarter Surveys

2014 ◽  
Vol 56 (6) ◽  
pp. 717-736 ◽  
Author(s):  
Kyle Findlay ◽  
Jan Hofmeyr ◽  
Alice Louw
Keyword(s):  
Market Research ◽  
Behavioural Economics ◽  
Research Paradigm ◽  
Less Is More ◽  
Traditional Market ◽  
Practical Guidelines ◽  
The Right

The traditional market research paradigm believes that, the more data you measure, the more potential for insight the data will hold. However, this paper takes the counter-intuitive standpoint that ‘less is more’. Drawing on the authors’ familiarity with neuroscience and behavioural economics, as well as five years’ worth of panel behavioural data in three categories and data from 2,769 studies across 1.9 million respondents, the paper argues that, just as it is important to ask the right questions in a survey, it is similarly important to measure ‘just enough’ but not too much information about brands. We show that measuring too much data is unnecessary and can even be detrimental to the richness of your data. Readers should take away practical guidelines for creating shorter, smarter surveys that still maintain the integrity of their data … and perhaps even improve it.

Saving Jobs, Promoting Democracy: Worker Co-Operatives

2013 ◽  
Vol 21 (2) ◽  
pp. 103-115 ◽  
Author(s):  
Stephen Nolan ◽  
Eleonore Perrin Massebiaux ◽  
Tomas Gorman
Keyword(s):  
Leadership Training ◽  
Social Order ◽  
Market Research ◽  
Legal Framework ◽  
Current Debate ◽  
Political Struggle ◽  
Economic Relations ◽  
The Right ◽  
Existing Form ◽  
North And South

The article examines transformative alternatives that may offer pathways to a more participative, sustainable and equitable social order. It focuses on one form of alternative, worker-owned co-operatives, and argues this existing form of democratic and economic relations has already proven capacity to generate more equitable socio-economic outcomes and residual social capital. The worker-owned model islocated within an ideological framework that focuses on the inherent democratising principles of their praxis that can in the right circumstances underpin firm strategic foundations for radical social change. It examines the development of worker-owned co-ops in Ireland north and south and the obstacles that need to be overcome to make these a more feasible and common form of economic ownership. Reflecting on the current debate in Ireland it argues such co-ops cannot work effectively without a secure legal framework governing their status and softer supports including entrepreneurship development, leadership training, market research, accessing loan finance and grant aid, inter-cooperative networking and federation building. The article poses workers' co-operatives as sites of political struggle and consciousness, expressed in co-operatives' core values including sovereignty of labour, the subordinate nature of capital, democracy, inter-cooperation and sustainability, and in tangible democratic experiences and transformative praxis.

scholarly journals Safe Water – Is it really Safe?

2014 ◽  
Vol 13 (4) ◽  
pp. 83-95
Author(s):  
Vinod M Lakhwani ◽  
Swati Tiwari
Keyword(s):  
Market Research ◽  
Large Scale ◽  
Raw Material ◽  
Refined Oil ◽  
Sesame Seeds ◽  
Product Service ◽  
New Business ◽  
Customer Segment ◽  
Set Up ◽  
The Right

Entering into the new field of business is not an easy go. One has to do market research, to identify the gap, to identify the product/service to be offered, and to target the right customer segment. After doing the required research, the next step is to make decisions on plant location, layout and then set up.  Assessment of funds required for capital as well as revenue expenditure, procurement of machinery and other materials also take substantial amount of efforts. Searching for vendors and finalizing the right one are few other issues. After having worked successfully for more than 30 years in Bali in the field of sesame seeds and oil business Harsh was standing on a crossroad in 2011. Rising prices of sesame oil resulted in shift in customers’ taste and preferences towards refined oil. Moreover entry of big players at a large scale of operations and rise in price of raw material (sesame seeds) made survival tough. He had a number of options, one to continue with existing business at different scale of operations. Two, enter another business? Three, what business, Four, which place? The case talks about Harsh’s journey to new business, his choice and then the result.

Traditional Market Research and Neuromarketing Research

2020 ◽  
pp. 146-167
Author(s):  
Sertac Eroglu ◽  
Nihan Tomris Kucun
Keyword(s):  
Consumer Behavior ◽  
Market Research ◽  
Marketing Research ◽  
New Horizons ◽  
Related Data ◽  
Advantages And Disadvantages ◽  
Marketing Relationship ◽  
Traditional Market ◽  
Traditional Marketing ◽  
And Behavior

Marketing research, dedicated to comprehending consumer behavior and purchasing practice, comprises methodical gathering, analysis, and interpretation of related data. Since the understanding of consumer behavior is a comprehensive and complicated task, the contemporary marketing studies argue that traditional marketing research should be supported by neuromarketing methods to explore consumers' psychology, motivation, and behavior. In this chapter, the advantages and disadvantages of traditional marketing and neuromarketing research methodologies and the differences between them are discussed. The traditional market research methods are explained through their qualitative and quantitative dimensions. The most commonly used grouping scheme of techniques in neuromarketing research is presented, namely, neurometric, biometric, and psychometric techniques. The marketing research supported by neuromarketing approaches enables us to look at the consumers' mind as closely as we have never experienced before and opens up new horizons in understanding consumer and marketing relationship.

scholarly journals Consumer choice

1979 ◽  
Vol 10 (2) ◽  
pp. 41-45
Author(s):  
H. G. Clarke
Keyword(s):  
Economic Theory ◽  
Consumer Choice ◽  
Mass Communication ◽  
Market Research ◽  
Consumer Behaviour ◽  
Traditional Market ◽  
Social And Environmental Change ◽  
The Individual ◽  
Buying Behaviour ◽  
Vital Element

The author argues that traditional market research techniques such as consumer 'intention to buy' surveys fail to predict consumer behaviour because the underlying assumptions that man is rational, aware of his wants and preferences, and consistent in his buying behaviour, are invalid. He suggests that many economic terms such as 'utility' and 'rationalization' have little practical value; that economic theory ignores a vital element in consumer behaviour - mass communication and the art of persuasion. In searching for a more meaningful approach, the author suggests that many new markets come about as a result of social and environmental change and that, in such cases, the historic process of extrapolating past trends into the future serves little purpose. Rather, the marketer should concentrate on developing a keen understanding of social movements which affect the firm - such as consumerism. Yet even knowledge of such movements may serve little purpose because the individual will 'strike out' against subjugation to any movement and will attempt to establish his own identity whatever the cost.Die skrywer redeneer dat tradisionele marknavorsingstegnieke soos opnames oor verbruikers se 'voorneme om te koop', nie daarin slaag om verbruikersgedrag te voorspel nie weens die ongeldigheid van die onderliggende aannames: dat die mens rasioneel is; dat hy bewus is van sy begeertes ('wants') en voorkeure; dat hy konsekwent is in sy koopgedrag. Hy stel dit dat baie ekonomiese begrippe soos 'utiliteit' en 'rasionalisering' min praktiese waarde het; dat ekonomiese teorie 'n hoogs belangrike element in verbruikersgedrag verontagsaam - massakommunikasie en die oorredingskuns. In die soektog na 'n meer betekenisvolle benadering, word voorgestel dat baie nuwe markte tot stand kom weens omgewings- en sosiale veranderinge, en dat in sulke gevalle, die historiese proses van ekstrapolering van neigings uit die verlede tot in die toekoms, weinig nut het. Die bemarker moet liewer daarop konsentreer om 'n deeglike begrip te ontwikkel van sosiale bewegings wat die firma raak - soos verbruikersdruk. Tog mag selfs kennis van sulke bewegings min waarde he omdat die individu hom mag 'opruk' teen onderwerping aan enige beweging, en sal poog om ongeag die koste, sy eie identiteit te bevestig.

Less is more when reducing antimicrobial prescribing

2019 ◽  
Vol 30 (9) ◽  
pp. 452-455
Author(s):  
Gail Haddock
Keyword(s):  
Public Health ◽  
Primary Care ◽  
Decision Making ◽  
General Practice ◽  
Modern Medicine ◽  
Practice Nurses ◽  
Less Is More ◽  
Antimicrobial Prescribing ◽  
The Past ◽  
The Right

As primary care is the main provider of antimicrobial prescriptions, knowing when and what to prescribe, and for how long, is hugely important to public health. Gail Haddock shares useful resources and toolkits to help practice nurses in their decision making Clinicians have reduced their antimicrobial prescribing by 6% in the past 5 years, but this is not enough to overcome the ever-increasing antimicrobial resistance that is a threat to modern medicine. The UK's new target is to reduce prescribing by a further 15% by 2020. This can only be achieved by the commitment of the full general practice team to only prescribe at the right time (ie only if necessary), and the right dose of the right antibiotic for the right length of time. There are numerous excellent resources for patients and clinicians alike on the TARGET website.

scholarly journals Investigación de mercados de un instrumento de análisis articular: un caso práctico

2019 ◽  
pp. 57-64
Author(s):  
A. Tortosa Tarancón
Keyword(s):  
Market Research ◽  
New Products ◽  
Product Market ◽  
Marketing Strategies ◽  
Communication Strategy ◽  
Market Data ◽  
Analysis Instrument ◽  
The Creation ◽  
The Right ◽  
Push Model

El proceso de lanzamiento de nuevos productos debe estar basado en datos del mercado que permitan realizar una estrategia de entrada y comunicación que permita minimizar al máximo la incertidumbre. El objetivo del trabajo fue realizar una investigación de mercados para establecer una estrategia de ventas y comunicación adecuada para un instrumento de análisis del tobillo. Para ello se administró un cuestionario a 138 deportistas y 130 fisioterapeutas. Los resultados sugieren realizar una estrategia de comunicación centrada en un modelo push y una estrategia de ventas concentrada, sin necesidad de segmentación por disponibilidad de pago por el producto o edad. Por lo que podemos concluir que esta investigación de mercados tuvo el resultado esperado, y ayudó a crear estrategias de marketing centradas en el encaje producto-cliente. The launch of new products process must be based on market data that let make an entrance and communication strategy that will make decrease uncertainty. The main objective of this market research is to establish a suitable sales and communication strategy for an ankle analysis instrument. To reach the objective, a questionnaire was administered to 138 athletes and 130 physiotherapist. The results support a communication strategy based in a push model and a focused sales model, without necessity of segmentation by pay availability or age. We can conclude that this market research had the result expected, and helped to the creation of the right marketing strategies focused on the product-market fit.

Sensory Evaluation in Food Manufacturing

2016 ◽  
pp. 294-314 ◽  
Author(s):  
Bogdan Florin Caliman ◽  
Corina Ene
Keyword(s):  
Sensory Evaluation ◽  
Sensory Analysis ◽  
Direct Result ◽  
Food Manufacturing ◽  
Organoleptic Quality ◽  
Practical Guidelines ◽  
The Subject ◽  
The Right ◽  
And Training ◽  
Good Food

From the earliest moments in time, humans relied on their senses in order to survive. The mechanism of sensory evaluation was not only used to assess the environment where they were living but also the food they were consuming. Manufacturing good food is a direct result of having the right ingredients, recipe and process in place. In this chapter we aim to share some practical guidelines on how to manage when dealing with a bigger kitchen, as in food manufacturing there is always the need of having a systematized sensory evaluation. Given the high complexity of this topic, authors will tackle the subject by generally approaching sensory analysis and its role in organoleptic quality evaluation and will further go through the practical steps of setting the sensory panel room, selection and training of panel participants, setting up a testing panel and interpreting the results.

How to Launch a Successful Crowdfunding Campaign

2020 ◽  
pp. 119-132
Author(s):  
Ronald Kleverlaan
Keyword(s):  
Brand Loyalty ◽  
Market Research ◽  
Target Groups ◽  
Additional Funding ◽  
The Right

This chapter provides insights into the important characteristics of a successful crowdfunding campaign. It starts with providing the fundamentals of crowdfunding and shows the reasons why it is important to find the right target groups and communities for a campaign. It describes in details the Return on Involvement model, what the funders want in return for their support. In the second part the additional results of crowdfunding are discussed, such as market research, marketing, brand loyalty and the possibility to use crowdfunding to raise additional funding. The last part of this chapter will focus on the background of setting up and running a successful campaign.

scholarly journals When ‘Significant’ is not Significant

2014 ◽  
Vol 56 (5) ◽  
pp. 591-607 ◽  
Author(s):  
Rachel Kennedy ◽  
John Scriven ◽  
Magda Nenycz-Thiel
Keyword(s):  
Big Data ◽  
Market Research ◽  
Statistical Significance ◽  
Data Interpretation ◽  
Case Examples ◽  
The Past ◽  
Marketing Decision ◽  
Solid Foundation ◽  
The Right ◽  
Descriptive Models

Big data is here for some and coming for many. It promises access to new knowledge along with some challenges, but let's not forget the important lessons of the past to ensure that we are advancing knowledge and making the right decisions from the data we have. In this paper, we submit that marketing's emphasis on statistical significance is misplaced, especially in the new world of big data. We include case examples to demonstrate how statistical significance is easy to find, but not necessarily important. We will also discuss the alternative route for generating robust knowledge. Specifically, we espouse the tradition pioneered by Andrew Ehrenberg of Many Sets of Data (MSoD) and descriptive models as the way to advance marketing science, and as a solid foundation for data interpretation in market research studies. We offer insights for market research practitioners and marketers alike, to ensure they are getting the best from their data for robust marketing decision-making.

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