scholarly journals The Utilization of Mobile Technology and Approaches in Commercial Market Research

10.5334/bar.b ◽  
2015 ◽  
Keyword(s):  
Mobile Technology ◽  
Market Research ◽  
Commercial Market

Costs and benefits of the use of commercial market research approaches in large scale surveys

1992 ◽  
Vol 157 (7) ◽  
pp. 504-504 ◽  
Author(s):  
Anthony M A Smith ◽  
Lorraine Dermerstem ◽  
Carol A Morse ◽  
John L Hopper ◽  
Adele Green
Keyword(s):  
Market Research ◽  
Large Scale ◽  
Costs And Benefits ◽  
Commercial Market

The Lingering Effects of Tobacco Control Advertising

2015 ◽  
Vol 21 (2) ◽  
pp. 79-91
Author(s):  
Judy Li ◽  
Rhiannon Newcombe ◽  
Darren Walton
Keyword(s):  
Tobacco Control ◽  
Market Research ◽  
Cost Effective ◽  
Cross Sectional ◽  
Recent Exposure ◽  
First Response ◽  
Commercial Market ◽  
Subsequent Interview ◽  
Intuitive Thought ◽  
First Interview

In commercial market research, “pulsing” advertising is found to be more cost-effective than placing advertisements continuously. However, the benefits of pulsing policy in social marketing have rarely been tested. This study explores the lingering effect of tobacco control advertising. If the effects of tobacco control advertisements linger beyond the time they are on-air, this would provide a theoretical basis for using pulsing policy in tobacco control campaigns. This study analyzed responses from two independent samples of smokers and recent quitters, where respondents reported whether they were exposed to any tobacco control advertising in the last week. Sample 1 was cross-sectional ( n = 3,106), and Sample 2 followed a self-refreshed panel methodology where 846 participants were interviewed for up to 6 times (3,120 interviews). Both studies used the same survey instrument and were in field concurrently. Eighty percent of Sample 1 reported recent exposure to advertising. This was strikingly similar to the response from Sample 2 recorded at their first interview (81%). However, panel members’ self-reported exposure to campaigns decreased at each subsequent interview (approximately a fortnight apart) and eventually reached 56% at the sixth interview. Building on the premises of priming theory, the first response from each Sample 2 respondent represented his or her intuitive thought—a result of the lingering effect of advertising. The drop in recall over time could be due to respondents self-correcting their responses after being primed in the previous surveys. Our findings suggest the effects of tobacco control campaigns linger and support the use of pulsing policy in tobacco control advertising.

Ethics in Practice

2010 ◽  
Vol 52 (2) ◽  
pp. 155-168 ◽  
Author(s):  
David H.B. Bednall ◽  
Stewart Adam ◽  
Katrine Plocinski
Keyword(s):  
Qualitative Research ◽  
Social Status ◽  
Market Research ◽  
Response Rates ◽  
The Public ◽  
Academic Researchers ◽  
Commercial Market ◽  
High Social Status

Survey researchers face declining response rates, due to lower contactability and more selective cooperation by potential respondents. Commercial market research companies are under even greater pressure than academic researchers as most commercial surveys do not have high social status. Several persuasion techniques to enhance cooperation have been used in academic surveys, though some of them might be considered unethical. Given the commercial pressures of time and cost, this study investigated the extent to which market research companies favoured these persuasion techniques. A survey of fieldwork managers in companies operating in Australia was conducted, along with qualitative research. It was found that some techniques were unacceptable as they threatened long-term relationships with the public, some were impractical and others were useful, but not for all surveys.

In Favor of Closer Ties

2005 ◽  
Vol 42 (3) ◽  
pp. 255-255 ◽  
Author(s):  
Richard M. Johnson
Keyword(s):  
Market Research ◽  
Methodological Development ◽  
Research Environment ◽  
Commercial Market

The author believes that marketing would be strengthened by closer relationships between academics and practitioners. He argues that the commercial market research environment can be stimulating for methodological development, and he suggests that everyone would benefit if academics and practitioners had experience in both environments.

A Career between Theory and Practice

2005 ◽  
Vol 42 (3) ◽  
pp. 243-249 ◽  
Author(s):  
Richard M. Johnson
Keyword(s):  
Young People ◽  
Conjoint Analysis ◽  
Market Research ◽  
Marketing Research ◽  
Theory And Practice ◽  
Research Environment ◽  
Methodological Innovation ◽  
Commercial Market ◽  
Early Specialization ◽  
Adaptive Conjoint Analysis

The author describes his career in marketing research, which involves a series of nonacademic positions. He argues that the commercial market research environment provides challenges that motivate methodological innovation, and he discusses the development of adaptive conjoint analysis in response to client problems. He suggests that young people should keep their options open, avoid early specialization, and follow their interests.

AAC Decision-Making and Mobile Technology: Points to Ponder

2014 ◽  
Vol 23 (2) ◽  
pp. 104-111 ◽  
Author(s):  
Mary Ann Abbott ◽  
Debby McBride
Keyword(s):  
Decision Making ◽  
Mobile Technology ◽  
Communication System ◽  
Augmentative And Alternative Communication ◽  
Evaluation Process ◽  
Decision Making Process ◽  
Alternative Communication ◽  
Ipod Touch ◽  
Feature Match

The purpose of this article is to outline a decision-making process and highlight which portions of the augmentative and alternative communication (AAC) evaluation process deserve special attention when deciding which features are required for a communication system in order to provide optimal benefit for the user. The clinician then will be able to use a feature-match approach as part of the decision-making process to determine whether mobile technology or a dedicated device is the best choice for communication. The term mobile technology will be used to describe off-the-shelf, commercially available, tablet-style devices like an iPhone®, iPod Touch®, iPad®, and Android® or Windows® tablet.

Word-Finding Support From Mobile Technology Benefits a Woman With Aphasia

2015 ◽  
Vol 24 (1) ◽  
pp. 26-39 ◽  
Author(s):  
Yvonne Gillette
Keyword(s):  
Mobile Technology ◽  
Clinical Education ◽  
Augmentative And Alternative Communication ◽  
Feature Matching ◽  
Mobile Technologies ◽  
Alternative Communication ◽  
Alternative Intervention ◽  
Communication Assessment ◽  
Word Finding ◽  
Intervention Costs

Mobile technology provides a solution for individuals who require augmentative and alternative intervention. Principles of augmentative and alternative communication assessment and intervention, such as feature matching and the participation model, developed with dedicated speech-generating devices can be applied to these generic mobile technologies with success. This article presents a clinical review of an adult with aphasia who reached her goals for greater communicative participation through mobile technology. Details presented include device selection, sequence of intervention, and funding issues related to device purchase and intervention costs. Issues related to graduate student clinical education are addressed. The purpose of the article is to encourage clinicians to consider mobile technology when intervening with an individual diagnosed with mild receptive and moderate expressive aphasia featuring word-finding difficulties.

Game Changer

2011 ◽  
Vol 20 (1) ◽  
pp. 17-18 ◽  
Author(s):  
Lateef McLeod
Keyword(s):  
San Francisco ◽  
Mobile Technology ◽  
Technology Tools ◽  
Communication Challenges ◽  
Communication Needs ◽  
Game Changer

Abstract Individuals with significant communication challenges need to communicate across many different venues. The author, from the perspective of an individual who uses AAC, discusses the strengths and weaknesses of both traditional AAC technologies and new mobile AAC technologies. He describes how access to AAC has allowed him to fulfill his dreams as a presenter and writer. He successfully manages a blog in San Francisco, writes grants, and has published his first book of poetry. Not one AAC device fits all of his communication needs; however, access to mobile technology tools has increased his flexibility across environments and given him another successful tool for communication.

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