Marketing Research and Evaluation
Video and Web Links
1. Research communities
2. Researching social media activities and ROI
3. Brand tracking
4. Using and managing data at Walmart
The first three articles have been provided open access. Some links require journal subscription access which may be available through your university.
Cornwell, T.B., Humphreys, M.S., Quinn, E.A. and McAlister, A.R. (2012), Memory of sponsorship-linked marketing communications: the effect of competitor mentions, Sage Open, Vol. 2, No. 4, pp. 1–14
This article brings into question the value of corporate sponsorship because of confusion over who are the true sponsors. The article points to the importance of understanding memory-based characteristics of measurement and memory-supported decision-making tasks that are potentially influenced by the sponsorship. This study showed good memory for sponsors and that the mention of direct competition can help facilitate recall of true sponsors and events.
Freeman, L. and Spanjaard, D. (2012), Bridging the gap: the case for expanding ethnographic techniques in the marketing research curriculum, Journal of Marketing Education, Vol. 34, No. 3, pp. 238–250.http://jmd.sagepub.com/content/34/3/238
This article is about the marketing research curriculum and the place for ethnography and ethnographic techniques in such a curriculum. The authors discuss the dangers of limiting the range of qualitative research to focus groups and interviewing and the benefits of including ethnography as a viable alternative method.
Khang, H., Ki, E.-J. and Ye, L. (2012), Social media research in advertising, communication, marketing and public relations, Journalism & Mass Communication Quarterly, Vol. 89, No. 2, pp. 279–298. http://jmq.sagepub.com/content/89/2/279
The article draws on the phenomenon that is social media, taking an historical perspective on the rapid development of what was until recently a new set of media driven by user-generated content. The authors suggest that social media be broadly defined to include discussion board, messaging and home pages as well as the likes of YouTube, and look at the present and future use of such media across a range of marketing areas.
Leonard, K.M., Van Scotter, J.R., Pakdil, F., Chamseddine, N.J., Esatoglu, E., Gumus, M., Koyuncu, M., Wu, L.L. , Mochaitis, A.I., Salciuviene, L., Oktem, M.K., Surkiene, G. and Tsai, F-S. (2011), Examining media effectiveness across cultures and national borders: a review and multi-level framework, International Journal of Cross Cultural Management, Vol. 11, No. 1, pp. 83–103. http://ccm.sagepub.com/content/11/1/83
This large group of authors explore how perceptions of media effectiveness are affected by differing cultural impacts, both societal and organisational as well as individual characteristics and technology acceptance, especially in this globalised world. As this is central to the communications process, the authors look at shared values, rules, experiences that affect the way meaning is understood or misunderstood with particular media types and develop a framework that highlights the intersection of salient variables.
Park, Y. A and Gretzel, U. (2007), Success factors for destination marketing web sites: a qualitative meta-analysis, Journal of Travel Research, Vol. 46, No. 1, pp. 46–63. http://jtr.sagepub.com/content/46/1/46
Website effectiveness and ROI is the focus of this study in destination marketing. The study uses qualitative meta-analysis methodology to build a framework of nine website success factors with additional factors added based on particular dimensions of web communication.