A typology of panel conditioning effects and an empirical study examining the phenomenon are presented. The experiment on panel conditioning using a typical tracking study questionnaire shows that high frequency repeat interviews lead to a small degree of conditioning but low frequency repeat interviews seem to have no or very marginal effects. The study indicates the need for Panel Management Rule Books on repeat interviewing to be empirically based.
One of the significant issues facing brand owners is the successful introduction of new products and/or services to market. The importance of facilitating new product diffusion is increasingly important with the escalating costs of entry into many markets. One way of enhancing the chances of success is to target those who are most likely to try new products and have wide 'connected' networks. Such early adopters and opinion leaders may, it is hoped, then spread the word explicitly or implicitly through their purchase behaviour. This paper provides insight into this diffusion process in two ways: firstly a literature review of related research and, secondly, empirical evidence from original research undertaken in the United Kingdom, Germany and France.
The paper focuses on issues associated with ethical behaviour and research on the internet. The authors note the reasons for increased interest in research on the internet and describe the link between ethical behaviour and research quality, examining the role of codes of conduct. The issues covered include respondent privacy, poor research practice, researcher indulgence and cookies as well as security breaches designed to be destructive (cyber-anarchy) or gain profit (cyber-terrorism/ extortion) or simply to steal research stimuli, data or even research innovations and tools (netspionage). The paper is based on a review of the literature and interviews with research colleagues in the United Kingdom and United States.
In the last decade there have been a number of potentially significant technological innovations in qualitative marketing research. The aim of this paper is to help clients and qualitative researchers evaluate how if at all such technological innovations might help achieve their respective and mutual goals with respect to product innovation. This paper examines sources of and influence on product innovation noting some international differences including receptivity to new ideas. The review of past research and the literature examines what drives successful innovation and the implications of this for marketing research. Seven criteria are identified. The paper examines how recent technological innovations in qualitative marketing research in principle meet these criteria and subsequently reports on the reactions of clients and researchers to the application of this technology and compares and contrasts receptivity to innovation in general.