Anthony Patino

Social media's emerging importance in market research

Purpose – The purpose of the study is to investigate the use of social media as a new investigative tool in marketing research.Design/methodology/approach – The papers approach is an analysis of the existing social marketing literature and industry practice in marketing analysis.Findings – The market research profession has been affected by developments in social media. First, some of the traditional research methods suffer from changes in consumer communication patterns. As social media supplant communication methods such as telephony and even email, researchers have diminished capacity to reach consumer subjects. As a result, the social media have spawned a number of research techniques that overcome the problems that have started to affect the old techniques.Research limitations/implications – The article reviews the state of market research and its efforts to remain effective. The major new social media based market research techniques are described as well as their strengths and weaknesses. One limi...

The emergence of marketing in Millennial new ventures

Purpose – The purpose of this paper is to develop a conceptual framework, based in entrepreneurship theory, which explains how marketing emerges in startups founded by members of the Millennial generation.Design/methodology/approach – Following a literature review, from which propositions are derived, an earlier process model of organizational speciation is adapted to marketing by Millennial entrepreneurs.Findings – A four‐stage cycle model of entrepreneurial marketing by Millennials is developed, consisting of enabling through resource scarcity, bonding through social media, new product introduction through incremental stealth, and replicating through variation, selection, and retention.Research limitations/implications – Model development would be enhanced through empirical data.Practical implications – Marketers in entrepreneurial firms founded by Millennials can follow a few simple rules to enhance market penetration. Resource scarcity is something to be sought, not avoided. A thoughtful social media ...

Segmenting the toy industry: a study of pre‐teen Millennials

Purpose – The purpose of the study is to investigate the preferences of young Millennials for a salient product category (toys) and to investigate possible within‐group differences that have relevance for marketers.Design/methodology/approach – The study carried out analysis of commercially collected survey data (538 pre‐teen Millennials) from Harris On‐Line using cluster and correspondence analyses.Findings – Segments exist within the younger Millennial cohort. Specifically, four clusters emerged including enthusiasts, social/intellectuals, creatives and the disengaged.Research limitations/implications – One limitation is the selection of the toy characteristics included in the cluster variate, which were based on scarce published research and the opinion of Harris On‐Line experts. A second limitation is that the toys were never differentiated between traditional toys and electronic toys. A third limitation revolves around the maturation of the Millennials and how that may affect the clusters over time.P...

Integration of an Online Curriculum with a Real-World Exercise: A Step Beyond Traditional Classroom Teaching:

This exploratory study demonstrates the effectiveness of using practice-based and client-focused active learning exercises to develop applied skills and better position the student as a candidate with both practical competencies and strong book knowledge. Findings from surveys of business managers indicate the need for real-world application of the skills and knowledge taught in the classroom. Two sections of an undergraduate Integrated Marketing Communications course (60 students) completed an active learning, practice-based pedagogical instrument involving Nielsen Academics and client-focused exercises. A 2 (group: experimental vs. control) × 2 (section) ANOVA with students’ quiz scores as the dependent variable showed the group main effect was the only significant effect. The combination of the Nielsen Academics technology and the client-focused exercises yielded stronger learning outcomes. Not only did students gain experience in media buying and scheduling, but also their knowledge of each was significantly higher than that of students in the control group.