Marketing research report.

Reports not published in consecutive order.

Bibliography of tree nut production and marketing research, 1945-60 /

Includes index.

A bibliography of apple marketing research, 1945-1960 /

"June 1961."

Bibliography of tree nut production and marketing research, 1960-65

Previous ed. by Donn A. Reimund, issued as Miscellaneous publication no. 862.

Positioning terrorism in management and marketing: Research propositions

Terrorism poses both direct and indirect threats to the operations of the firm. It represents a market imperfection that increases transaction costs and creates barriers to the free flow of goods, affecting potential gains that would occur in the presence of unhindered exchange. Terrorism reflects the risk or actual encounter of violent acts, whose goal is to engender fear, coercion, or intimidation. We investigate terrorism and its association with marketing strategy and operations. Key concepts on terrorism are reviewed and a collection of propositions is offered. We highlight the pivotal roles of sourcing, production, distribution, pricing, communications, and general business strategy as functions influenced by, or capable of influencing, terrorism. Lastly, we offer managerial implications, as well as directions and guidelines for future research.

Multilevel analyses in marketing research:differentiating analytical outcomes

Marketing scholars are increasingly recognizing the importance of investigating phenomena at multiple levels. However, the analyses methods that are currently dominant within marketing may not be appropriate to dealing with multilevel or nested data structures. We identify the state of contemporary multilevel marketing research, finding that typical empirical approaches within marketing research may be less effective at explicitly taking account of multilevel data structures than those in other organizational disciplines. A Monte Carlo simulation, based on results from a previously published marketing study, demonstrates that different approaches to analysis of the same data can result in very different results (both in terms of power and effect size). The implication is that marketing scholars should be cautious when analyzing multilevel or other grouped data, and we provide a discussion and introduction to the use of hierarchical linear modeling for this purpose.

The feasibility of neuroimaging methods in marketing research

On July 17, 1990, President George Bush ssued “Proclamation #6158" which boldly declared the following ten years would be called the “Decade of the Brain” (Bush, 1990). Accordingly, the research mandates of all US federal biomedical institutions worldwide were redirected towards the study of the brain in general and cognitive neuroscience specifically. In 2008, one of the greatest legacies of this “Decade of the Brain” is the impressive array of techniques that can be used to study cortical activity. We now stand at a juncture where cognitive function can be mapped in the time, space and frequency domains, as and when such activity occurs. These advanced techniques have led to discoveries in many fields of research and clinical science, including psychology and psychiatry. Unfortunately, neuroscientific techniques have yet to be enthusiastically adopted by the social sciences. Market researchers, as specialized social scientists, have an unparalleled opportunity to adopt cognitive neuroscientific techniques and significantly redefine the field and possibly even cause substantial dislocations in business models. Following from this is a significant opportunity for more commercially-oriented researchers to employ such techniques in their own offerings. This report examines the feasibility of these techniques.

Doing educational research in Bangladesh: challenges in applying Western research methodology

Research methods are closely linked to specific cultures (Kee, 2004). Recognition of cultural values in the knowledge generation process is important if researchers are to produce culturally diverse interpretations of reality that facilitate meaningful progression. Asian scholars often depend on Western theories for understanding issues and creating knowledge in their own contexts (Papoutsaki, 2006). Many scholars relate this influence of the West on the non-West to neocolonization (Nguyen et al., 2009), neo-imperialism (Balogh, 1962) and globalization (Rizvi, 2004; Campbell, 2012). Scholars also see this influence as a unidirectional cultural flow, from 'the West' to 'the Rest' (Rizvi, 2004, p. 159). Such Western influences on knowledge-generating practices often pose challenges for researchers fro1n non-Western, particularly Asian, contexts when they employ Western methodologies in their own contexts. These challenges are embedded in differences in cultural values, beliefs and norms, as well as differences in orientation to research, because each society is unique in character and has specific knowledge needs that are culturally appropriate. Societal and local knowledge is, essentially, a contributory factor if research is to be locally appropriate and globally acceptable (Ma Rhea, 2004).

Emerging strategies for sponsorship on the Internet

Internet sponsorship is a rapidly evolving communications platform at a fledgling stage for sponsorship-linked marketing. The complex and involving nature of the phenomena offers new research opportunities and the potential for innovative marketing strategies. The Internet presents the opportunity to combine aspects of traditional event/activity sponsorship and media sponsorship innovatively and to extend marketing strategy in new directions. This paper presents an overview of emerging Internet sponsorships strategies, identifies virtual and reality sponsorship opportunities, and explores emerging sponsorship extension strategies that relate to media, brand, channel development, consumer experience, and networking. Finally, future directions for researchers and practitioners are suggested.