Face value

Article Abstract:

The decision-making process is sometimes influenced by people's emotions, and as a result, marketers are tryng to appeal to customers rationally and emotionally. Two hundred women participated in a study done for a pharmaceutical company, with the aim of comparing target audience receptivity to two advertising campaigns in the form of tv spots, print ads and two booklets. The research showed that neither campaign had a sufficiently stronger impact, and as an outcome, a new campaign was created out of the rational, sensory and emotional data.

Biometric research

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The best of both worlds: combining phone and internet research creates more targeted results

Article Abstract:

The validity of the data collected from different fieldwork channels like internet or CATI (computer-assisted telephone interviewing) through hybrid designs is still questionable. Introduction of innovative crossover designs, which allow the separation of modality effects from population effects, are discussed.

Internet, Telephone surveys

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Consumer research in the land of OZ

Article Abstract:

The academic consumer researchers use varied methods to study the consumer behavior. But, the problem is that these methods lack external validity. The sources of this problem, and the suggestions that might lead to better science in consumer research, are discussed.

Science & research, Consumer Behavior, Research, Consumer behaviour

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