Netnography

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.

Background Suicide is the second leading cause of death in adolescents aged 14-18 years. Adolescents who misused prescription opioids are more likely to experience suicidal thoughts and behaviors than adolescents who did not. Compelling evidence shows “serious games” (ie, games for a purpose other than solely entertainment) can promote healthy behaviors, reduce risk factors, enhance protective factors through skill-building, and target prevention. Objective Our primary objective was to design and develop a digital game intervention that models the process of a safety planning intervention. We explored peer and student perceptions around potential warning signs, coping strategies, and seeking help among youth who may be at greater risk of suicide due to misuse of opioids. Methods We conducted 8 focus groups with a total of 30 participants, including 9 high school–aged adolescents (aged 16-18 years), 8 college-aged youth (aged 18-21 years), and 13 providers, as well as 5 interviews with adults who had experience with opioids in their youth (aged 40-47 years) to inform the content of the digital game intervention. Focus groups and interviews were conducted via Zoom between February 2022 and April 2022. A semistructured focus group/interview guide was developed, pilot tested, and used in focus groups and interviews. The guides align constructs from the intersectional ecological model to better identify how to help students cope with social and cultural stressors and how to strengthen individual and community assets. Using this lens, questions were related to potential warning signs of emotional distress, coping strategies, and seeking help to prevent suicidal thoughts and behaviors among youth who misuse opioids. Focus groups and interviews were approximately 60-90 minutes. Debrief summaries were completed after each one. Participants received a $25 gift card and additional mental health and opioid misuse resources following the session. Focus groups and interviews were audiotaped and then transcribed. Results Findings will inform the development of a digital game intervention to prevent suicide among adolescents who misuse opioids. Salient themes were extracted from the focus groups and interviews. They include themes related to previous substance misuse, later diagnosis of a mental health disorder, grief, bullying, stigma, family dynamics, and the role of identity. Potential story lines will focus on improving one’s self-esteem, managing conflict at home, navigating peer influence, addressing concerns about seeking help, and increasing access to resources for seeking help based on identity. Gameplay will incorporate techniques that enhance mindfulness, emotion regulation, interpersonal effectiveness, and distress tolerance from dialectical behavioral therapy for adolescents. Conclusions Digital game interventions may play a critical role in preventing suicide among youth who misuse opioids. Next steps include a pilot randomized controlled trial to evaluate the user experience, acceptability, and feasibility of the intervention in fall 2022. Conflicts of Interest None declared. Acknowledgments This study was funded by CTSA grant number KL2 TR001862 from the National Center for Advancing Translational Science (NCATS)/National Institutes of Health (NIH).

Objectives:The aim of this study is to present an explanatory model of hearing loss in the Bering Strait region of Alaska in order to contextualize the results of a cluster randomized trial and propose implications for regional hearing-related health care.Design:To promote ecological validity, or the generalizability of trial findings to real world experiences, qualitative methods (focus groups and interviews) were used within a mixed methods cluster randomized trial evaluating school hearing screening and follow-up processes in 15 communities in the Bering Strait region of Alaska. Focus groups were held between April and August 2017, and semistructured interviews were conducted between December 2018 and August 2019. Convenience sampling was used for six of the 11 focus groups to capture broad community feedback. Purposive sampling was used for the remaining five focus groups and for all interviews to capture a variety of experiences with hearing loss. Audio recordings of focus groups and interviews were transcribed, and both notes and transcripts were deidentified. All notes and transcripts were included in the analysis. The constant comparative method was used to develop a codebook by iteratively moving between transcripts and preliminary themes. Researchers then used this codebook to code data from all focus groups and interviews using qualitative analysis software (NVIVO 12, QSR International) and conducted thematic analyses to distill the findings presented in this article.Results:Participants in focus groups (n = 116) and interviews (n = 101) shared perspectives in three domains: etiology, impact, and treatment of hearing loss. Regarding etiology, participants emphasized noise-induced hearing loss but also discussed infection-related hearing loss and various causes of ear infections. Participants described the impact of hearing loss on subsistence activities, while also detailing social, academic, and economic consequences. Participants described burdensome treatment pathways that are repetitive and often travel and time intensive. Communication breakdowns within these pathways were also described. Some participants spoke positively of increased access via onsite hearing health care services in “field clinics” as well as via telemedicine services. Others described weaknesses in these processes (infrequent field clinics and communication delays in telemedicine care pathways). Participants also described home remedies and stigma surrounding the treatment for hearing loss.Conclusions:Patient-centered health care requires an understanding of context. Explanatory models of illness are context-specific ways in which patients and their networks perceive and describe the experience of an illness or disability. In this study, we documented explanatory models of hearing loss to foster ecological validity and better understand the relevance of research findings to real-life hearing-related experiences. These findings suggest several areas that should be addressed in future implementation of hearing health care interventions elsewhere in rural Alaska, including management of repetitious treatments, awareness of infection-mediated hearing loss, mistrust, and communication breakdowns. For hearing-related health care in this region, these findings suggest localized recommendations for approaches for prevention and treatment. For community-based hearing research, this study offers an example of how qualitative methods can be used to generate ecologically valid (i.e., contextually grounded) findings.

This teaching innovation involves the hands-on use of video recording and production technology to facilitate learning observational marketing research methods and techniques. While observation as a research method is growing in popularity in business and marketing, videography is becoming one of the most highly utilized ways to collect and analyze observational data. This allows consumer behavior to be captured in real life and time contexts. Additionally, because video technology enables such things as repeated playback and slow motion, videography facilitates detailed, insight rich analysis. With the widespread availability and affordability of video recording technology it is now possible to incorporate technology-based research techniques and projects into the course curriculum. In order to demonstrate how student learning can be facilitated using videography, this project draws on the concept of the “transition zone” as described in Paco Underhill's (2000) Why We Buy: The Science of Shopping to teach students cutting-edge observational market research methods that are becoming essential to those in industry.

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.

Capital market research in taxation: Do it in China!

Market research techniques in publishing

In this study, Chamber of shipping annually reports has been examined that how much forecasting techniques were used in and whether shipping companies/intuitions practice them during the investment process and company internal decisions. Literature on forecasting techniques were reviewed. Turkish Chamber of Shipping Reports (CSR) 2013 has evaluated in terms of using the techniques. It was seen that only “average method” is used in the reports. After gathering this result four big shipping companies’ (Maersk, Msc, Uasc, Cma-cmg) manager, who are somehow or directly responsible for companies forecasting and market research issues, were interviewed The interviews were held by managers created some questions that should be asked to Chamber of Shipping in İstanbul. As a last step, we held an interview with Capt. Ahmet Tagmaç in İstanbul, who is coordinator of the report team and additionally prepared the economical evaluation chapter for the CSR and were talked about report preparation process, aims of reports, resource determination criterias and expectation of the shipping sector from the CSR. The last step of the study is to compare Turkish Chamber of Shipping report with another shipping report which was prepared in 2012 by DNV (Det Norske Veritas) which has a projection of shipping sector to 2020. We came a conclusion that when CSR was examined in respect of data quality, reliability and quantity the reports so much enough. It also has been confirmed during the interview with managers. Interviewees also highlighted the capability of the reports. However, when forecasting and market research techniques is considered, the reports are not enough. The lack of methods is interpreted by the Capt. Tagmaç that Chamber’s aim is not to make forecasts or research of any kind but to inform the sector.

Software developers typically make critical design decisions without understanding how the market will value the final product in terms of the price that customers are willing to pay. Market research techniques that rely on simulated purchase situations, laboratory experiments, and actual purchase behavior are often dismissed as too expensive, too time consuming, or too impractical. What is needed is a quick and cost-effective method for assessing customers' price expectations that can be utilized at key points in the software development process where design are at stake. Price sensitivity measurement (PSM) research provides product developers with the capability to quickly assess the range of acceptable prices, indifference points, and optimum pricing points for any given software configuration.

Conservation inequality and the charismatic cat: Felis felicis

This study identified factors that influence dentists’ decisions regarding less invasive caries removal techniques such as stepwise removal (SW) and selective removal (SE) using a marketing research technique, conjoint analysis. A survey was sent to 1,434 dentists practicing in Iowa. Dentists were randomly assigned to receive a questionnaire to rate the likelihood they would use either SW/SE in hypothetical clinical scenarios. The scenarios were carefully created by conjoint design and included three relevant attributes: depth of lesion, hardness of carious dentin, and patient age. Descriptive and conjoint analyses were performed to assess trade-offs between these attributes, using SPSS. The study revealed that depth of lesion was the most important factor in the dentists’ decisions (49 importance value) when choosing a SW to treat a deep carious lesion, followed by hardness of carious dentin and patient age (21 importance value). For the SE group, depth of the lesion was also the predominant factor when selecting a treatment. The study also identified that a high proportion of dentists (24.9%) indicated they would never consider using SW or SE under any circumstances. Our survey showed that depth of lesion was the most important reason to select a less invasive caries removal method. The high proportion of dentists indicating they would never consider selective caries removal (SE) techniques suggests that these less invasive options are underutilized.

Researchers have investigated whether customers would be willing to pay more for mass customised products and also whether they would wait to receive them. But surprisingly, these two issues have not been examined simultaneously. We describe a study where we use conjoint analysis, a market research technique, to examine the customer trade-off between price, delivery waiting time and type of customisation in the walking stick market in Australia. Our approach should be relatively easily repeatable in other mass customisation markets.

PurposeThis study aims to investigate the reliability of a mystery client (MC) as a service evaluation technique taking into consideration personal differences of the MC agents.Design/methodology/approachThe ratings from 144 MCs from 355 evaluations of computer and electronic stores were cross analyzed with eight psychographic and demographic profile variables.FindingsMCs who were highly involved in the product category were more critical of service responsiveness with respect to product demonstrations and listening to customer requirements. On the other hand, MCs with stronger faith in intuition were more inclined to rate services higher on empathy with respect to employees making a conscientious effort to understand customers’ needs.Practical implicationsDepending on the service marketing goals, managers learn to define which aspects of MC profile they should consider or avoid during the recruitment as well as becoming more critical when they analyze the evaluation reports to avoid an interpretation bias.Originality/valueThe usefulness of the MC tool relies on its reliability and credibility as a marketing research technique. It was identified that the MC personality traits are more likely associated with marketing service evaluation variability.

<h3>Background</h3> Many patients who fall and then call 999 are currently transferred to hospital even though there is no clinical need for them to go. The SAFER 2 study, in three UK ambulance services, evaluated a complex intervention to support paramedics safely to leave older patients at home with referral to a falls service, following a call to 999 for a fall. The intervention comprised a training programme, referral pathway, clinical support, clinical decision flowchart and referral feedback. A qualitative component within SAFER 2 aimed to understand whether the intervention had been successfully implemented into paramedics’ practice. Normalisation Process Theory (NPT) examines the factors required for successful implementation of an intervention such as SAFER 2 into routine practice, through four components: coherence, cognitive participation, collective action and reflexive monitoring. We used NPT to frame an analysis of paramedics’ views of implementation of SAFER 2. <h3>Methods</h3> Four focus groups with paramedics were carried out pre-trial, and four post-trial. Two pre-trial interviews were carried out with paramedics who were not able to attend a focus group. Focus groups and interviews were recorded and transcribed in full. Transcripts were analysed using the framework approach, informed by NPT, by a team of four researchers. <h3>Results</h3> 24 paramedics took part in pre-trial focus groups and interviews across the three sites, and 25 in post-trial focus groups. Pre-trial, there was not a clear or consistent understanding across sites of what the intervention was, and how it was distinct from similar interventions (coherence). Paramedics anticipated benefits of the new intervention, including improved patient care and job satisfaction, and thought that the referral pathway would be used widely (cognitive participation). During the trial, paramedics found that implementing the intervention led to increases of time on scene (collective action). The intervention was perceived as having some benefits to the ambulance service and patients in post-trial focus groups; paramedics from all three sites suggested improvements to the process which included simplification of the intervention (reflexive monitoring). <h3>Conclusion</h3> Using NPT to frame the analysis of paramedic views on implementation of the SAFER 2 intervention highlighted issues with coherence and collective action that may have affected the trial. The novel intervention was seen as beneficial by paramedics during both pre- and post-trial interviews, although barriers to utilisation were identified.

Perceived effectiveness of tobacco packaging and cigarette stick warnings as anti-tobacco interventions