Desarrollo de negocios área mercadotecnia

International Journal of Market Research, Volume 66, Issue 4, Page 496-515, July 2024. Sales managers often struggle to create effective combinations of promotion framing and promotion reward timing. However, whether gain-framing (vs. loss-reduction framing) promotions are better suited to be combined with immediate or delayed promotions remains an open question. In three studies, we show […]

International Journal of Market Research, Ahead of Print. Previous research shows that in telephone surveys, 11–49% of respondents select a middle alternative when it is offered on dichotomous bipolar questions, although they do not volunteer a middle option when it is not mentioned. Furthermore, offering a middle option leads to different systematic response effects, including

International Journal of Market Research, Volume 66, Issue 4, Page 451-472, July 2024. In this study, we aimed to understand and reduce the difference between self-report in a survey and the actual behavior. Thus, we investigated whether such a difference was caused by participants who engaged in insufficient effort responding (IER), which has been receiving

International Journal of Market Research, Volume 66, Issue 4, Page 473-495, July 2024. This study investigates the accuracy of a survey that combines smartphone completion, random digit dialing (RDD), and text message invitation to a web survey. A benchmarking study was conducted using 26 questionnaire items from a survey on wellbeing, health, and life in

International Journal of Market Research, Volume 66, Issue 4, Page 410-427, July 2024. This paper proposes diary studies as a methodological choice for addressing crucial questions in qualitative process research. Diary studies unearth within-individual relationships that capture individual experiences and sense-making of these experiences in a processual manner. Therefore, using diary studies not only addresses

International Journal of Market Research, Volume 66, Issue 4, Page 428-450, July 2024. Privacy concerns may influence many choices consumers make. However, their expressed concerns are sometimes inconsistent with their information-sharing and privacy-protecting behaviors. Many theories have been proposed to explain the paradoxical gap between privacy attitudes and behaviors. Part of the privacy paradox may

International Journal of Market Research, Volume 66, Issue 4, Page 383-387, July 2024. In 2000, Pincott and Branthwaite published ‘Nothing New Under the Sun?’ which discussed the role of the internet in research both in terms of the hazards and opportunities this confers. Specifically, Pincott and Branthwaite argued that whilst the advent of the internet

International Journal of Market Research, Volume 66, Issue 4, Page 388-409, July 2024. This paper explores a rapid and low-intensity qualitative method that yields deep and rich insights into Generation Z and Millennials, who constitute the largest consumer group in history. This group favours frictionless digital solutions and their engagement with ‘elaborate’ qualitative techniques is

International Journal of Market Research, Volume 66, Issue 4, Page 375-377, July 2024. ​International Journal of Market Research, Volume 66, Issue 4, Page 375-377, July 2024. <br/> Read More

International Journal of Market Research, Volume 66, Issue 4, Page 378-382, July 2024. Part of the sales effect of advertising arises through its transmission into word of mouth (WOM). Evidence on the scale of this transmission is considered and an argument is made that barriers to the carryover of ad effect into WOM may operate