Peter Mouncey
In his editorial, Peter Mouncey discusses the challenges in engaging practitioners and academics to write papers for journals and introduces the topics for IJMR issue 51,6 2009. ...

Patten Smith
In this issue's Viewpoint, Patten Smith argues that there is a major divide in the kinds of knowledge held by survey experts in research agencies and in academia, and that this works to the detriment of survey research. He suggests that those who work in agencies and claim survey expertise are strong on practice and weak in theory, while academic survey experts show the opposit ...

Keith Chrzan and Douglas Malcolm
The practice of brand tracking research has changed little in the past 30 years. Methodological advances in choice modelling, not typically applied to brand tracking, represent a potentially valuable enhancement of brand tracking practice. A case study of frozen pizza brand choice illustrates the possibilities, with particular attention paid to the MNL and lexicographic models. ...

Mathew Packaral, Phil Harris and Chris Rudd
The Constant Sum Scale has been successfully tested to forecast election results in face-to-face surveys. As political polls are carried out using telephone surveys, there was a need to test the scale for use in telephone surveys. In this study the Constant Sum Scale was tested for implementation in a telephone survey. The study was carried out during an election that used the ...

Yasmin Kaur Sekhon and Isabelle Szmigin
Marketing to ethnic communities is fraught with problems of understanding the cultural contexts and value systems of others. Within Britain, this is in many ways exacerbated by the prevalence of a multicultural society that spans generations. Second-generation ethnic consumers live in the world of their parents and their community, but often work and socialise in a very differe ...

Juan (Gloria) Meng, John H. Summey, Neil C. Herndon and Kenneth K Kwong
The development of effective retailing strategies that are sensitive to cross-cultural differences would seem to be of considerable importance to their success in the global marketplace. Building on two existing models, SERVQUAL and RSQS, this study developed scales to examine service quality in Hong Kong's supermarkets. Based on intensive field study, we revised the existing s ...

Leif E. Hem and Nina M. Iversen
The most successful brand extensions are considered to be those having high perceived similarity between the parent brand and the extensions, and being well known in the marketplace. However, previous research has mainly examined the effects of overall measures of perceived similarity between a parent brand and an extension. Correspondingly, little is known about the effects of ...

Rubén Huertas García and Carolina Consolación Segura
Customer satisfaction is an important objective in all areas of business and services. A key issue in today's design activities is to achieve customer satisfaction in an economical way by finding the attributes that are most valuable to customers. In this paper we propose a formal and efficient methodology to design a new service, which is an improvement on a platform service. ...

Agnes Nairn
Agnes Nairn reviews the book, "Predictably Irrational" by Dan Ariely, 2009. ...

Alan Wilson
Alan Wilson reviews "Marketing Research: Critical Perspectives on Business and Management" by David Birks and Tim Macer ...