Heath McDonald

A comparison of online and postal data collection methods in marketing research

The widespread acceptance of the use of online techniques in market research necessitates appreciation of the relative advantages and disadvantages of these techniques over more traditional research methods. This paper reports on a study which directly compares online and postal data collection methods using the same survey instrument on two samples drawn from the same population of football club subscribers. The results confirm that the online and postal respondents are demographically different. Online data collection is shown to be less expensive per respondent and that data collection is faster, however, an overall lower response level is achieved relative to the postal data collection method. Of greater importance, though, are the findings that respondents seem to answer questions differently online than they do via postal methods. The conclusion here is that online data collection should not be treated as a direct substitute for postal data collection in every instance.

Understanding the antecedents to public interest and engagement with heritage

Purpose – Attempts to increase public participation in heritage‐related activities have had mixed success. This research seeks to understand the degree to which people value heritage, what influenced their degree of engagement with heritage and what elements of a heritage item impacted upon the value attached to it by the public.Design/methodology/approach – Focus groups and repertory grid analysis were used to gain a sense of how people defined heritage and the factors that influenced their perceptions and involvement. A survey of a nationally representative sample of over 3,200 people was then conducted to empirically test these findings.Findings – The results emphasise that people are highly motivated to engage in heritage activities that they find directly relevant to their own specific interests, culture or history. Heritage was defined broadly, encompassing a wide range of objects, places and experiences, summarised here under 15 categories. The key criteria in determining whether a particular objec...

The purchasing behaviour of Shanghai buyers of processed food and beverage products: implications for research on retail management

Examines empirically the purchasing behaviour of Shanghai buyers of processed food and beverage products. An average of only 3.66 product items are purchased on each shopping occasion. Explains the value or weight of purchases by various geographic, demographic and behavioural factors, specifically: the distance travelled to the shop (closely related to the frequency of shopping), the gender of shopper, whether the shopping was undertaken on the main shopping day of the week, and income (by far the dominant explanator). However, because of the limited quantities purchased on each shopping occasion, and the low numerical variation in purchases, the question for future research is whether some combination of low value attached to shopping time, logistical limitations, and storage constraints operate to limit the purchases of shoppers. Such research findings would support a decentralized retail strategy for sales maximization.

Behavioral versus demographic predictors of early adoption : a critical analysis and comparative test

Predicting which consumers will be amongst the first to adopt an innovative product is a difficult task but is valuable in allowing effective and efficient use of marketing resources. This paper examines the accuracy of predictions made about likely first adopters based on the most widely accepted theory and compares them to predictions made by examining the relevant past behavior of consumers. A survey of over 1000 consumers examined adoption of an innovative technology: compact fluorescent lightglobes. The results show that variables which were derived from a utility and awareness perspective were a more accurate and managerially useful predictor than the demographic variables derived from the widely accepted theory based on the work of Rogers. It is suggested that these alternative variables could be utilized more readily by marketing managers in many circumstances.

Who are 'innovators' and do they matter? A critical review of the evidence supporting the targeting of 'innovative' consumers

Purpose – This paper aims to bring together and evaluate the reasons that have historically been advanced to justify the heavy emphasis on innovative consumers within the general context of the adoption of products and services, and to assess the strategic benefits to be gained from targeting such market segments.Design/methodology/approach – The approach is critical review and analysis of the published literature.Findings – This paper finds that, although the benefits of identifying innovative early adopters are not as strong and clear‐cut as is often claimed, they are still sufficient to warrant further research into methods that will accurately identify them and predict their purchasing behaviour.Practical implications – Targeting strategies should distinguish carefully between truly innovative consumers and other early adopters. The costs of identifying them in a particular market need to be weighed against the potential benefits.Originality/value – Although many studies have attempted to address the ...

Shop Often, Buy Little: the Vietnamese Reaction to Supermarket Retailing

Abstract Whilst the evolution of intermediaries and retail channels has been extensively researched, the reaction of consumers to newly evolved retail forms is not well understood. This paper investigates the reactions of Vietnamese consumers in Hanoi to the introduction of supermarket style retailing. Surveys show that these consumers have reacted positively to supermarkets, but consistently exhibit an inefficient pattern of buying few products (average 2.9) and shopping frequently (often more than three times per week). These findings support work conducted in other developing countries such as China and East Europe where similar patterns were observed. Qualitative research showed that the attraction of Vietnamese consumers to supermarkets can be explained by a combination of novelty seeking, a preference for fixed pricing and the desire for foreign brands. The high level of shopping frequency and low number of purchases resulted from a genuine enjoyment of shopping, a lack of planning and status seeking, not infrastructure or economic factors suggested by past researchers.

Satisfaction as a predictor of football club members' intentions

A survey of almost 8,000 season ticket holders of Australian Football League clubs suggests that a combination of tangible (ticketing arrangements) and intangible (feelings of personal involvement) aspects have the greatest influence on the satisfaction of members and their intentions regarding future membership.

Examining customer evaluations across different self-service technologies

Purpose This study aims to examine the influence of different self-service technologies (SSTs) on customer satisfaction with and continued usage of SSTs. Specifically, it compares an interactive voice response (IVR) SST and an online SST from the same provider to assess how to manage these parallel SSTs. Design/methodology/approach A tracking study was used, beginning with a survey of n = 957 SST users to test a model pertaining to SST satisfaction across IVR and online SSTs. These SST users were then tracked over 12 months. The association between customer satisfaction with and continued usage of the SSTs was examined using behavioural data from the service provider. Findings While the overall model was found to be valid across both types of SSTs, perceptions of factors including ease of use, perceived control and reliability differed for IVR and online SSTs. Satisfaction with SSTs is linked with users’ continued use of SSTs, but is not a barrier to users’ adoption of newer SST forms. Research limitations/implications Highlighting the rapid developments in this field, a new SST was introduced by the provider to respondents during the 12-month tracking period, thus complicating the results. Further studies could include the customer purpose for using SSTs as a variable. Practical implications The findings offer support for organisations offering a suite of SSTs, even if they serve the same purpose. Customers evaluate SST types differently, and even satisfied SST users switch to different SSTs when they become available. Allowing customers to choose the SST that best suits them appears to be good practice. Originality/value This study develops a comprehensive model of customer SST satisfaction that is used to undertake a comparison of two different types of SSTs, which has been missing from prior research.

Predicting which season ticket holders will renew and which will not

Research question: A major barrier to retaining existing customers is the difficulty in knowing who is most at risk of leaving (or ‘churning’). Given the strategic and financial importance of season ticket holders (STH) to professional sport teams, this paper examines the effectiveness of a range of variables in identifying the STH who are most likely to churn. Research methods: A longitudinal field study was undertaken to reflect actual conditions. Survey data of a professional sport team STH were collected prior to the conclusion of the season. Actual renewal data were then tracked from team records the following season. This work was replicated across five professional sport teams from the Australian Football League, with renewal predictions made and tracked for over 10,000 STH. Results and findings: The results suggest that the ‘Juster’ Scale – a simple, one-item purchase probability measure – is an effective identifier of those most at risk of churning, more than 3 months in advance. When combined with ticket utilization and tenure measures, predictive accuracy improves markedly, to the point where these three measures can be used to provide an effective early warning system for managers. Implications: Whilst there is a tendency to view STH as highly loyal, these data reinforce the importance of actively managing all customers to reduce churn. Despite their commitment, STH do churn, but those most likely to can be predicted by examining their patterns of behaviour in the current season. Efforts to retain STH need to shift their focus from transactional value assessments.

The Melbourne garden nursery industry: a qualitative review of marketing and new product development orientation in a retail environment

Looks at the traditional market entrants in the retail garden nursery products industry in a defined area of the eastern suburbs of Melbourne, Australia. Argues that it may well be to the detriment of these traditional entrants that a more marketing‐oriented approach has not been adopted, particularly in light of the emergence of recent market entrants which appear to pose a threat by virtue of much more integrated marketing‐based philosophies and more structured new product development approaches.