Behavioural Techniques in Market Research

A shift from an industrial to an information society is taking place in the leading industrial nations of the world. This shift is partly due to the development of new information and communication technology, and has significant effects on the field of marketing and particularly on market research.

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PurposeThe purpose of this paper is to understand the differences between proactive and reactive market research techniques during the development of new market offerings. The study focused on the financial and innovative performance of traditional market research techniques, such as focus groups and in‐depth interviews, in comparison to more co‐creation‐oriented techniques that are designed to capture customers' value‐in‐use.Design/methodology/approachThe study was a two‐stage process. Study I, an empirical investigation of 195 development projects in European companies, examined how these companies use different market research techniques and how this relates to the profit margins of new products and services. Study II designed an experiment with 50 users of a consumer good and evaluated the contribution of different market research techniques, based on the degree of originality and customer value.FindingsSignificant differences were found, in terms of both content and originality, between the technique based on customer co‐creation and the two traditional market research techniques (Study II). These findings can help to explain why the relationship between the use of market research techniques and profit margin (Study I) is stronger for co‐creation techniques than it is for traditional market research techniques.Originality/valueDespite empirical evidence that the application of market research techniques based on co‐creation can lead to original ideas, there is a lack of valid studies regarding how co‐creation techniques perform in relation to more traditional methods of collaboration with customers.

Problems of developing and improving mental health can be addressed with group guidance services (BKp) behavioral counseling techniques. The aim of the research is to reveal the influence of BKp services (X1) and behavioral counseling techniques (X2) on improving mental health (Y), using associative strategy quantitative methods. The research location was SMP Negeri 6 Idanogawo, the research population was all class VIII students and the sample was taken purposively as many as 32 people. The data collection instrument was a closed questionnaire which was distributed to a number of respondents. Data were analyzed using multiple linear regression analysis to answer research questions according to the proposed hypothesis. The research results concluded that BKp services (X1) partially had a significant effect on improving mental health (Y). The regression coefficient value of the BKp service variable is negative, namely 5.279 and every increase in BKp services by 1.00% will be followed by an increase in mental health by 5.279%. Behavioral counseling techniques (X2) partially have a significant effect on improving mental health (Y). The regression coefficient value for behavioral counseling techniques is positive, namely 6.098 and every 1.00% increase in behavioral counseling techniques will be followed by an increase in mental health of 6.098%. Variables X1 and X2 together have a significant effect on variable Y and every increase in X1 and The contribution of the influence of variables X1 and X2 to variable Y is 91.80%, while the remaining 8.2% is influenced by other variables that have not been studied. It is recommended for school counselors to provide BKp services with behavioral counseling techniques to handle, develop and improve students' mental health. ABSTRAKMasalah pengembangan dan peningkatan kesehatan mental dapat dilakukan dengan layanan bimbingan kelompok (BKp) teknik konseling behavioral. Tujuan penelitian adalah untuk mengungkap pengaruh layanan BKp (X1) dan teknik konseling behavioral (X2) terhadap peningkatan kesehatan mental (Y), menggunakan metode kuantitatif strategi asosiatif. Lokasi penelitian adalah SMP Negeri 6 Idanogawo, populasi penelitian seluruh siswa kelas VIII dan sampel diambil secara purposif sebanyak 32 orang. Instrumen pengumpulan data berupa kuesioner tertutup yang dibagikan kepada sejumlah responden. Data dianalisis dengan menggunakan analisis regresi linier berganda untuk menjawab pertanyaan penelitian sesuai hipotesis yang diajukan. Hasil penelitian menyimpulkan bahwa layanan BKp (X1) secara parsial berpengaruh signifikan terhadap peningkatan kesehatan mental (Y). Nilai koefisien regresi variabel layanan BKp bernilai negatif, yaitu 5,279 dan setiap peningkatan layanan BKp sebesar 1,00 % akan diikuti dengan peningkatan kesehatan mental sebesar 5,279 %. Teknik konseling behavioral (X2) secara parsial berpengaruh signifikan terhadap peningkatan kesehatan mental (Y). Nilai koefisien regresi teknik konseling behavioral bernilai positif yaitu 6,098 dan setiap peningkatan teknik konseling behavioral sebesar 1,00 % akan diikuti dengan peningkatan kesehatan mental sebesar 6,098%. Variabel X1 dengan X2 secara bersama-sama berpengaruh signifikan terhadap variabel Y dan setiap peningkatan X1 dengan X2 sebesar 1,00 % akan diikuti dengan peningkatan variabel Y sebesar 11,38. Sumbangan pengaruh variabel X1 dengan X2 terhadap variabel Y sebesar 91,80% sedangkan sisanya sebesar 8,2% dipengaruhi oleh variabel lain yang belum diteliti. Disarankan kepada konselor sekolah untuk menyelenggarakan layanan BKp teknik konseling behavioral untuk menangani, mengembangkan dan meningkatkan kesehatan mental peserta didik.

Recent marketing research focuses on social media marketing as an essential tool for companies to fully utilise particularly with the increase of online and home-based consumption during pandemic. In particular, the authors hypothesize that online consumer review, social media advertisement and influencers endorsement may affect online purchase intention. The investigation of the hypotheses utilizes a sample of 163 customers who shop for fashion apparel via online platforms during the pandemic. In order to assess the relationships between these variables, the current research used quantitative methods through an online self-administered questionnaire, in which the scale items were derived from existing literature. These results suggest that ‘Online Consumer Review’, ‘Social Media Advertisement’, and ‘Influencer Endorsement’ have a positive and significant correlation with online purchase intention of fashion apparel during pandemic (r = .25; r = .35; r = .48, respectively). The researcher deliberates the implications for marketing research and practice which include addressing the literature gap in understanding online purchase intention of fashion apparel during the pandemic and highlighting the importance of social media marketing for companies to survive in the 21st century of online-based consumption and consumer-oriented social media.

In recent years, the coffee shop industry has undergone significant transformation. This study aims to analyse the impact of absorptive capacity and innovation capacity on business performance in coffee shops in South Bekasi. Using a quantitative method with a descriptive-analytical design, the study tests a conceptual model based on previous theories, including those by Zahra & George (2002) on absorptive capacity and Crossan (2010) on innovation capacity. The findings indicate that absorptive capacity significantly influences business performance by helping businesses absorb, assimilate, and apply new information. On the other hand, innovation capacity has a positive but insignificant effect on business performance. These results suggest that the combination of absorptive and innovation capacities is critical for improving coffee shop performance, particularly in a competitive market. Practical recommendations include developing absorptive capacity through training, market research, and team collaboration to enhance innovation and its implementation.

Purpose: Social media has changed the way users interact with each other, and has become an important part of numerous lives. However, there is an increasing flow of implausible content circulating on social media, which points to the need for some categorization and regulation. This study will examine how the proliferation of fake news on social media impacts students and their choice of university. To answer this question, market research was conducted on the precedents that affect the acceptance of fake news among university students when choosing to study for a master's degree that will help them in their professional careers.Design/methodology/approach: The study used a quantitative method. A parsimonious model of causal relationships was proposed based on scales taken from the literature, assessed by a convenience sample of students, and adjusted by structural equation modelling (SEM).Findings: Results show that the parsimonious model explains 35% of fake news acceptance and that media dependency (ISMD) and parasocial interaction (PSI) are the main direct effects, while perceived media richness (PR) has a significant indirect influence on the attitude towards fake news and, consequently, on its acceptance. Furthermore, fake news literacy plays a correct moderating role with the most relevant source of influence, SNS dependency.Research limitations: A convenience sample was used, and a parsimonious model with three antecedent factors and one mediating factor was proposed. Other social factors could have been considered, including multicultural variables.Practical implications: The results point to students' expressed dependence on social networks as the main factor explaining their attitude towards fake news, negatively moderated by students' level of knowledge about the importance of this phenomenon in social networks. Therefore, it is relevant to promote knowledge about this phenomenon among students to reduce its influence on decision-making processes.Originality/value: This paper provides a novel context for the study of the proliferation of fake news on social networks: the process of choosing a university by students addicted to the news circulating on social media.

Consumer behavior is shaped by cultural contexts, influencing how individuals perceive, purchase, and engage with products and services. While traditional market research primarily relies on quantitative methods, this study highlights the importance of qualitative insights in understanding cultural influences. Through a case study approach, the research examines how cultural values, norms, and traditions impact consumer preferences and brand interactions across various markets. Key findings reveal that collectivist cultures prioritize community and social harmony in purchasing decisions, whereas individualistic cultures focus on personal achievement and self-expression. Additionally, high uncertainty-avoidance societies tend to favor well-established and reputable brands, whereas low uncertainty-avoidance cultures show openness to innovation. Digital globalization has also transformed consumer behavior, with AI-driven marketing and e-commerce platforms fostering hybrid consumer identities that integrate global and local influences. This study provides actionable recommendations for businesses, including adopting culturally adaptive marketing strategies, leveraging AI-driven consumer analytics, and enhancing localized branding efforts. The research contributes to the broader discourse on cultural influences in marketing and consumer engagement, emphasizing the need for businesses to adapt to evolving cultural dynamics in a digitally interconnected world. Future research should further explore the intersection of AI, digital globalization, and cultural adaptation in shaping cross-cultural marketing strategies to enhance business effectiveness in global markets.​

PurposeMultisensory stimulation is integral to experiential consumption. However, a gap persists between recognition of the importance of multisensory stimulation and the research techniques used to study the effects of such stimulation on consumption experiences. This article draws on sensory anthropology to narrow the gap.Design/methodology/approachSensory anthropology has the potential to help consumer researchers understand multisensory stimulation and its effect on consumption experiences. To highlight this potential, ethnographic fieldwork is reported for two related experiential settings: yacht racing and adventure racing.FindingsIt is shown how consumer researchers can apply concepts and data collection techniques from sensory anthropology to derive powerful insights into consumption experiences. A set of guidelines and examples is derived from the embodied concepts associated with sensory anthropology, namely, kinaesthetic schema, bodily mimesis, the mindful body and local biology. These concepts are used to comprehend how consumers experience sensations phenomenologically, understand them culturally and re-enact them socially.Practical implicationsBy acknowledging and engaging the senses, researchers can acquire embodied information that would not be evident from the conventional interview, survey or experimental data. Sensory anthropology adds to what is known from psychological, social and cultural sources to enable organisations to differentiate their offerings by means of the senses and sensory expressions, not only in yacht and adventure racing but potentially in many other experiential settings, such as travel, shopping, entertainment and immersive gaming.Originality/valueThis article offers distinct and original methodological insights for consumer researchers by focusing on concepts and data collection techniques that assist the study of experiential consumption from an embodied and corporeal perspective.

In the last chapter it was noted that the manner in which market research is executed is a function of the needs and resources of the industrial organisation. Before embarking on a description of market research techniques it is useful to clarify the differences in emphasis between industrial and consumer market research as this influences the importance of the techniques used. These differences are adequately described by both Gordon1 and Hutchison,2 and the most important can be summarised as follows: 1 Consumer goods are purchased by members of the public whereas industrial goods are purchased on behalf of an organisation. 2 The industrial market researcher tends to require a knowledge of product technology. 3 The consumer population tends to be normally distributed and thus subject to sophisticated statistical analysis, whereas the industrial population is less numerous, and less easily categorised, and random samples are not likely to be representative of the total industrial population.

This chapter describes the application of consumer methodologies to the study of extra virgin olive oil (EVOO). Due to the multivariate nature of consumer behavior, both qualitative and quantitative methods were employed to provide a more holistic view of the consumption behavior. A focus group technique showed that the diversity of the participants’ experiences with olive oil resulted in differences in existing perceptions regarding what constitutes an EVOO and the meaning of ‘extra virgin’ and determined how the combination of considered factors influenced purchase and usage motivations. A two-stage sorting task was conducted to identify American consumers’ opinions of 25 EVOOs based on visual assessments of the bottles. The majority of the consumers perceived the EVOO bottles similarly; however the two-state sorting task allowed consumers to provide additional criteria of their perception of the products. Means-end chain analysis on the interview data revealed common grounds for consumption and buying motivations with three different consumer segments. As part of the quantitative research methods, survey research was employed to identify consumer preferences and attitudes regarding EVOO. Univariate and multivariate approaches were employed to understand how hedonic scores are related to descriptive analysis measurements. Three segments were identified using cluster analysis; the three segments agreed in the rejection of bitterness and pungency. In general, the positive drivers of liking are nutty, tea, green fruit, and green tomato. Some consumers are less sensitive to the presence of defects in EVOO and tend to like defective oils.

A new -- and largely hidden -- profession has emerged during the past three decades. Drawing on the techniques of modern social science, psychology, and market research, its practitioners seek to remake the way we pursue justice in the United States. Trial consultants help lawyers to pick - some would say, stack -- juries predisposed to render the right verdict. And consultants apply sophisticated research methods to predict how jurors are likely to respond to arguments, witnesses, and evidence. Based on the results of the research, they craft case strategies, help to prepare witnesses, and test and retest arguments -- all before a single word is uttered in open court. For fees that sometimes approach six, or even seven, figures, the new jury experts offer attorneys and their clients what they most desire -- a way to remove uncertainty.What are we to make of this new industry? Do the techniques work? Is this, as some critics have argued, a new form of high-tech jury-rigging, not much more acceptable than cruder forms of jury tampering? Or do the methods of jury consultants amount to little more than an extension of what attorneys have always done? One thing is clear. The profession is growing steadily. Jury consultants have already made their mark in big-money civil cases. And they have played key roles in prominent criminal trials. After hearing jurors acquit in the O. J. Simpson case, the first person thanked by defense attorney Johnnie Cochran was his jury expert. The burgeoning of the trial consulting industry seems destined to continue. During the past few years, firms have started to offer low-cost consultations, sometimes conducting research for as little as $2000 per case. For better or worse, the wares of the trial consultant are now within the reach of many who previously deemed them too expensive. When a new roams the halls of our legal system, aspiring to change America's road to justice, we had all best pay attention. This book will reveal the tricks of the trade and explore the many ways in which trial consultants have infiltrated the courtroom. The authors -- a social psychologist and an attorney -- present cases where consultants arguably have been responsible for huge jury awards and controversial criminal verdicts. However, it is not their purpose to launch an all-out attack on this growing industry. Instead, they aim to pull back the curtains, allowing a fair and balanced assessment of a new phenomenon in American justice.To achieve this objective, the authors must address issues that lie at the very heart of the American jury system. Are juries fickle? Are they easily swayed? Are jurors influenced -- as many have charged -- by their age, gender, race, ethnicity, occupation, intellect, personality, or politics? Here, the authors sort through the work of many jury researchers, arriving at conclusions that are balanced and credible. They conclude with sensible and far-reaching proposals for change.

This is a user-friendly textbook that covers qualitative, quantitative and social media methods, providing tourism, hospitality and events students and course leaders with an accessible guide for learning and teaching marketing research. The book contains essential information on how to conduct research on visitor trends, experiences, preferences and lifestyles, shedding light on customer preferences, product changes, promotional efforts and pricing differences to ensure the destination is successful. It offers guidance on how to write, conduct and analyze the results of surveys, or use qualitative methods such as focus groups, interviews, projective techniques and observation. It also illustrates how social media can be used as a new means to determine visitor preferences by analyzing online data and conversations. Other content includes suggestions and examples on turning research data into actionable recommendations as well as advice on writing and presenting the final report. Integrated with a wide range of case studies per chapter, this short and accessible textbook is essential reading for all students wishing to gain knowledge as to what visitors want from the travel, hospitality and/or event experience.

Real estate market research and analysis often draws on theory and techniques borrowed from other disciplines; in particular economics, finance and geography. Few textbooks recognise this, which makes Real Estate Market Research and Analysis a unique and innovative read. This accessible text provides a general overview of research philosophy and research practise in the real estate economics discipline. A range of applied quantitative empirical methods, commonly used in both academic and applied real estate market research and analysis, are examined as well as selected research-based studies which demonstrate how these methods are applied. Recent trends and developments in the evolving real estate economics research agenda are also explored. This book is aimed at both undergraduate students and practitioners in the commercial property and real estate sector. It is essential reading for modules on general practice surveying. It sets out the means and methods by which a commercial property rent model should be constructed and estimated, and provides a helpful guide to good property market research practise. Key features include; a Foreword by Dr Craig Watkins at the University of Aberdeen, and a Glossary of property and economic research terms.

The research methodology of family businesses is increasingly becoming the subject of scientific discussion that shows how difficult and complex task it is. Research area is located on the border of several disciplines, which raises significant methodological problems. Qualitative methods are useful for studying the problems of small family businesses, in particular related to the sphere of issues of identity, culture, values and the relationship between the family and the company. Qualitative methods allow for more efficient acquisition of reliable data on ‘sensitive’ subjects in comparison with quantitative methods. It is equally important to provide information about the complex social processes that are better studied with open methods. The methodology of qualitative research is not without its limitations. First of all, by definition it poses problems of generalization, and thus also theorizing. Research results are burdened with considerable subjectivity which can be transformed into inter-subjectivity by using different methods and perspectives. In the qualitative studies of small family businesses methodological pluralism which allows the creation of mixed research programs can be postulated. Combining quantitative and qualitative methods in one research program may provide important, but not always commensurate results. One can also point to the need for methodological triangulation and therefore the use of different, complementary research methods and techniques that will allow to describe the studied small family company in its entire complexity. The example of duo-ethnography provides the possibility to achieve a high level of relational demands allowing for the creation of unique philosophy of the meeting, a deep entry into the unique history of the studied entity and ownership family and the adoption of prospects for the narrator and an expert person participating in the study.