Motivation research and marketing management.

Mode of access: Internet.

The shopping center versus downtown; a motivation research on shopping habits and attitudes in three cities.

Mode of access: Internet.

Psychographic characteristics of weekend wine tourists : a multiple case study of four wineries in the Niagara Region

The purpose of this study is to examine the psychographic (product attributes, motivation opinions, interest, lifestyle, values) characteristics of wine tourists along the Niagara wine r,~ute, located in Ontario, Canada, using a multiple case study method. Four wineries were selected, two wineries each on the East, and West sides of the wine route during the shoulder-season (January, February, 2004). Using a computer generated survey technique, tourists were approached to fill out a questionnaire on one of the available laptop computers, where a sample ofN=321 was obtained. The study findings revealed that there are three distinct wine tourist segments in the Niagara region. The segments were determined using an exploratory factor analysis (EFA) and a K-means cluster analysis: Wine Lovers, Wine Interested, and Wine Curious wine tourists. These three segments displayed significant differences in their, motivation for visiting a winery, lifestyles, values, and wine purchasing behaviour. This study also examined differences between winery locations, on the East and West sides of the Niagara wine route, with respect to the aforementioned variables. The results indicated that there were significant differences between the regions with respect to these variables. The findings suggest that these differences present opportunities for more effective marketing strategies based on the uniqueness of each region. The results of this study provide insight for academia into a method of psychographic market segmentation of wine tourists and consumer behaviour. This study also contributes to the literature on wine tourism, and the identification of psychographic characteristics of wine tourists, an area where little research has taken place.

Linking Research and Marketing: A Pharmaceutical Innovation

This chapter describes in very general terms the integration of clinical research and marketing, drawing on books by marketers and recent cases that have come to the public eye. The tools that have been used to accomplish this integration over the past half-century are various, but they all stem from a realization that in a rational world centered on health there need be no intrinsic divide between research and marketing. Most obviously, marketing drugs to physicians, who are professionals acting within their own spheres, depends crucially on research. Physicians respond, and need to see themselves as responding, to fact, figures, and studies. The well-chosen images and vehicles for marketing campaigns must be subordinated to research. Yet at the same time research is a means of increasing sales.

Motivation genom sponsring : En studie som utvärderar sponsringens möjligheter till ökad motivation bland personalen i en organisation

Sponsring är ett utbyte och en marknadsföringsmetod som används av allt fler organisationer. Med syftet att påverka personalen i en organisation är sponsring en relativt oanvänd metod för marknadsföring. Trots detta så påverkar sponsring personalen oavsett organisationens målsättning med sponsring. Syftet med studien är att utvärdera om sponsring fungerar som ett verktyg för motivation i en specifik organisation, sedan utvärderas hur sponsring bidrar till motivation. För att besvara syftet genomfördes en kvantitativ studie i form av en enkätundersökning. Denna genomfördes hos vårt studieobjekt Länsförsäkringar i Gävleborg. Analysen av den insamlade datan har genomförts med stöd av den teoretiska referensramen. Resultatet av studien visar att sponsring kan användas till att motivera personalen på Länsförsäkringar. Dock så är organisationens nuvarande sponsring något som inte tydligt motiverar personalen. Länsförsäkringar vill med sin sponsring bidra till samhället och på så sätt skapa engagemang och stolthet bland personalen. Sponsring får personalen att känna stolthet men däremot inget tydligt engagemang. Länsförsäkringar är bra på att informera personalen om sponsring, däremot så är organisationen inte lika bra på att lyssna till personalens värderingar kring sponsring. Det bristande engagemanget skulle då kunna bero på att personalen inte får tycka till om organisationens sponsring.

Marketing research report.

Reports not published in consecutive order.

From One Segment to a Segment of One - The Evolution of Market Segmentation Theory

The purpose of this study was to deepen the understanding of market segmentation theory by studying the evolution of the concept and by identifying the antecedents and consequences of the theory. The research method was influenced by content analysis and meta-analysis. The evolution of market segmentation theory was studied as a reflection of evolution of marketing theory. According to this study, the theory of market segmentation has its roots in microeconomics and it has been influenced by different disciplines, such as motivation research and buyer behaviour theory. Furthermore, this study suggests that the evolution of market segmentation theory can be divided into four major eras: the era of foundations, development and blossoming, stillness and stagnation, and the era of re-emergence. Market segmentation theory emerged in the mid-1950’s and flourished during the period between mid-1950’s and the late 1970’s. During the 1980’s the theory lost its interest in the scientific community and no significant contributions were made. Now, towards the dawn of the new millennium, new approaches have emerged and market segmentation has gained new attention.

L’évolution de la motivation pour les mathématiques au second cycle du secondaire selon la séquence scolaire et le sexe

De nombreuses études sur l’évolution de la motivation pour les mathématiques sont disponibles et il existe également plusieurs recherches qui se sont penchées sur la question de la différence motivationnelle entre les filles et les garçons. Cependant, aucune étude n’a tenu compte de la séquence scolaire des élèves en mathématiques pour comprendre le changement motivationnel vécu pendant le second cycle du secondaire, alors que le classement en différentes séquences est subi par tous au secondaire au Québec. Le but principal de cette étude est de documenter l’évolution de la motivation pour les mathématiques des élèves du second cycle du secondaire en considérant leur séquence de formation scolaire et leur sexe. Les élèves ont été classés dans deux séquences, soit celle des mathématiques de niveau de base (416-514) et une autre de niveau de mathématiques avancé (436-536). Trois mille quatre cent quarante élèves (1864 filles et 1576 garçons) provenant de 30 écoles secondaires publiques francophones de la grande région de Montréal ont répondu à cinq reprises à un questionnaire à items auto-révélés portant sur les variables motivationnelles suivantes : le sentiment de compétence, l’anxiété de performance, la perception de l’utilité des mathématiques, l’intérêt pour les mathématiques et les buts d’accomplissement. Ces élèves étaient inscrits en 3e année du secondaire à la première année de l’étude. Ils ont ensuite été suivis en 4e et 5e année du secondaire. Les résultats des analyses à niveaux multiples indiquent que la motivation scolaire des élèves est généralement en baisse au second cycle du secondaire. Cependant, cette diminution est particulièrement criante pour les élèves inscrits dans les séquences de mathématiques avancées. En somme, les résultats indiquent que les élèves inscrits dans les séquences avancées montrent des diminutions importantes de leur sentiment de compétence au second cycle du secondaire. Leur anxiété de performance est en hausse à la fin du secondaire et l’intérêt et la perception de l’utilité des mathématiques chutent pour l’ensemble des élèves. Les buts de maîtrise-approche sont également en baisse pour tous et les élèves des séquences de base maintiennent généralement des niveaux plus faibles. Une diminution des buts de performance-approche est aussi retrouvée, mais cette dernière n’atteint que les élèves dans les séquences de formation avancées. Des hausses importantes des buts d’évitement du travail sont retrouvées pour les élèves des séquences de mathématiques avancées à la fin du secondaire. Ainsi, les élèves des séquences de mathématiques avancées enregistrent la plus forte baisse motivationnelle pendant le second cycle du secondaire bien qu’ils obtiennent généralement des scores supérieurs aux élèves des séquences de base. Ces derniers maintiennent généralement leur niveau motivationnel. La différence motivationnelle entre les filles et les garçons ne sont pas souvent significatives, malgré le fait que les filles maintiennent généralement un niveau motivationnel inférieur à celui des garçons, et ce, par rapport à leur séquence de formation respective. En somme, les résultats de la présente étude indiquent que la diminution de la motivation au second cycle du secondaire pour les mathématiques touche principalement les élèves des séquences avancées. Il paraît ainsi pertinent de considérer la séquence scolaire dans les études sur l’évolution de la motivation, du moins en mathématiques. Il semble particulièrement important d’ajuster les interventions pédagogiques proposées aux élèves des séquences avancées afin de faciliter leur transition en mathématiques de quatrième secondaire.

The role of context in forming young learners' attitudes and motivation to learning French

Despite the wealth of valuable information that has been generated by motivation studies to date, there are certain limitations in the common approaches. Quantitative and psychometric approaches to motivation research that have dominated in recent decades provided epiphenomenal descriptions of learner motivation within different contexts. However, these approaches assume homogeneity within a given group and often mask the variation between learners within the same, and different, contexts. Although these studies have provided empirical data to form and validate theoretical constructs, they have failed to recognise learners as individual ‘people’ that interact with their context. Learning context has become increasingly explicit in motivation studies, (see Coleman et al. 2007 and Housen et al. 2011), however it is generally considered as a background variable which is pre-existing and external to the individual. Stemming from the recent ‘social turn’ (Block 2003) in SLA research from a more cognitive-linguistic perspective to a more context-specific view of language learning, there has been an upsurge in demand for a greater focus on the ‘person in context’ in motivation research (Ushioda 2011). This paper reports on the findings of a longitudinal study of young English learners of French as they transition from primary to secondary school. Over 12 months, the study employed a mixed-method approach in order to gain an in-depth understanding of how the learners’ context influenced attitudes to language learning. The questionnaire results show that whilst the learners displayed some consistent and stable motivational traits over the 12 months, there were significant differences for learners within different contexts in terms of their attitudes to the language classroom and their levels of self-confidence. A subsequent examination of the qualitative focus group data provided an insight into how and why these attitudes were formed and emphasised the dynamic and complex interplay between learners and their context.

O marketing de experiência e o novo consumidor: um estudo bibliográfico

This study aims to elucidate the marketing experience and to show the fundamental role that strategic communication plays as a tool for approaching the target audience and for consolidating a brand. The necessity for differentiation and innovation increases with market competition, standardization of products and services and with a customer more demanding and careful, leading the sensorial experiences to a trend of communication capable of bringing closer the relation between consumer and brand. From a bibliography research, marketing concepts, public relations and marketing experience are studied, presenting national and international cases of success in the retail industry. The study focuses on the comprehension of actions that leads to experiences in the market environment

Customer Relationship Dissolution - What Do We Know and What Do We Need to Know?

Our paper can be seen as a supplement to Halinen-Kaila and Tähtinen' s (2000) review of different direct research approaches on the ending of exchange relationships. Our purpose is to illuminate the borderline between research explicitly focusing on ending and research implicitly considering ending of relationships. Another purpose is to give an overview of how researchers within the Nordic School of Service Management and Nordic School of Relationship Marketing have approached customer relationship ending. A third purpose is to put forward a managerial perspective and managerial issues related to relationship ending. Finally we present some conclusions regarding further research avenues concerning relationship ending.

Fruta com cheiro: The implementation of a new brand of fruit in the Portuguese market

‘’Fruta com Cheiro’’ is an idea for a new brand of fruit that would be introduced in the Portuguese market that would differentiate itself from the brands already in the market and from other non-branded fruit producers. In order to prove that the idea was valid and would have a place in the market, two methods of exploratory research were used – in-depth interviews and focus groups – to understand attitudes and behaviors regarding fruit selection and purchase and also people’s perceptions to ‘’Fruta com Cheiro’’. After these two steps, several considerations were made in relation to preliminary marketing aspects such as brand creation and positioning. There was also a final remark on the fact that this thesis is not a business plan and its purpose was to show how viable would the project be.