Search

Market research topics and methodologies are gaining presence in the most syllabus of university degrees. Today's students will probably become business managers of companies commercializing different products and services, such as hotels, restaurants, or cultural products and services. Because of this, they must learn how to apply quantitative and qualitative market research techniques to know about customer needs. Traditionally, quantitative methodologies have prevailed in both research and university curriculums. However, the popularization of Information and Communication Technologies has made qualitative research more necessary than ever. Most customers express their reviews and opinions on digital platforms such as Booking, Tripadvisor, or Trivago. And this is one of the most credible and influential sources of information for other potential customers. Because of this, future business managers must learn how to analyze the valuable information provided by customers through this platform. A practical exercise was proposed to a group of tourism students to identify substantial aspects and improvement areas in the management of tourism companies by using qualitative user-generated content analysis. This topic identification has critical managerial implications for improving the satisfaction level of tourism companies' customers. [ABSTRACT FROM AUTHOR]

This research analyses how high emotional cause-related marketing claims influence attitudes and viral behaviors. With a SEM and an international sample of 1,232 respondents (Spain, England, and Ecuador) exposed to a video viral cause marketing stimulus, analysis shows, from a global international perspective (1) the influence of emotions on attitudes; (2) the attitudinal constructs consistency; (3) the simultaneous impact of the emotions also on viral behaviors; (4) the effect of attitudes variables on viral behaviors; and (5) the strong viral consequences connection. From a cross-cultural perspective, significant differences are identified. Recommendations in the context analysed: (1) convenience of including emotional claims, (2) adaption of international campaigns to local cultures to strength certain advantages; however, tailoring locally a global campaign cannot be affordable. [ABSTRACT FROM AUTHOR]

Because most consistent findings from previous studies have found the inconsistency between consumers' statements and their behaviour, this paper analyses diverse young consumers' responses that can affect their low‐fat food purchase intentions. The main objective is to evaluate the differences in the orientation response (OR) between two product categories ('juice 0%' and 'sweet 0%') also considering the gender of the participant. To this end, responses from men and women towards two kind of product presentation (juice 0% vs. sweet 0%) were collected through heart rate variability (HRV) and electromyography (EMG) measures. We hypothesise that men would obtain different OR regarding women, and we explore possible different OR regarding product category. With a sample of young consumers (46 men and 51 women), our results show product category differences but not gender differences. [ABSTRACT FROM AUTHOR]

A firm must identify its key competitors (those that belong to the same competitive group), especially when operating in highly competitive industries, such as drug products. Experts who prescribe products to the final consumer play a crucial role in identifying the key competitors of a firm. In this context, the present paper aimed to determine if significant differences exist between two groups of prescribers (commercial and social) regarding the competitive structure that both groups identify using subjective information obtained through (i) categorization methods and (ii) evaluation methods. A sample of 104 prescribers related to the sale of cosmetic pharmaceuticals was interviewed (53 commercials and 51 social prescribers). Multidimensional scaling was used to obtained perceptual maps that visually represented the competitive space for each group of prescribers. Cluster analysis was employed to identify the competitive structure (competitive clusters) for each group of prescribers. Bilateral Pearson correlations and Mobility Rates were applied to compare the perceptual maps and the identified clusters, respectively. Competitive spaces and structures from both groups of prescribers were partially convergent, regardless the information was collected with categorization methods or evaluation ones. The competitive perceptual map identified by the commercial prescribers converges, to a certain extent, with the competitive perceptual map identified by the social prescribers when categorization data is used (correlation between maps = 0.322; p < 0.01). The same occurs when both targets (commercial prescribers and social prescribers) are compared using evaluation data (correlation between maps = 0.69; p < 0.01). In addition, the mobility rate (MR) shows 31.25% of convergence between the clusters identified on these maps using categorization methods; and 6.25% of convergence when evaluation data are used. There are certain perceptual differences depending on prescribers' occupation, although these differences are not significant. On the contrary, some differences due to the information collecting method (categorization versus evaluation) have been identified. [ABSTRACT FROM AUTHOR]