INTERNATIONAL JOURNAL OF MARKET RESEARCH
Scope & Guideline
Transforming Data into Actionable Market Insights
Introduction
Aims and Scopes
- Market Research Methodologies:
The journal consistently publishes articles that explore various methodologies in market research, including qualitative, quantitative, and mixed-method approaches, emphasizing the importance of methodological rigor and innovation. - Consumer Behavior Analysis:
A core focus of the journal is understanding consumer behavior, including decision-making processes, emotional influences, and the impact of marketing strategies on consumer preferences and actions. - Brand Research and Management:
The journal frequently addresses topics related to brand management, including brand equity, brand loyalty, and the effects of branding on consumer perceptions and market dynamics. - Digital Marketing and Technology Integration:
There is a significant emphasis on the intersection of marketing and technology, particularly in the context of digital marketing, social media strategies, and the application of machine learning and AI in market research. - Social and Ethical Dimensions of Marketing:
The journal explores the social implications of marketing practices, including the ethical considerations of market research, consumer privacy concerns, and the inclusion of marginalized groups in research.
Trending and Emerging
- Machine Learning and AI Applications:
There is a growing trend towards the incorporation of machine learning and artificial intelligence in market research methodologies, indicating a shift towards data-driven insights and predictive analytics. - Sustainability and Ethical Consumption:
Research focusing on sustainability and ethical consumerism is increasingly prevalent, reflecting a societal shift towards more responsible consumption patterns and the importance of corporate social responsibility. - Emotional and Psychological Influences on Consumer Behavior:
Emerging studies are delving deeper into the emotional and psychological aspects that drive consumer behavior, highlighting the significance of emotions in marketing strategies and consumer decision-making. - Inclusive Marketing Practices:
A notable trend is the focus on inclusive marketing practices that consider diverse consumer groups, particularly marginalized communities, thereby addressing social justice issues within marketing research. - Digital Consumer Engagement Strategies:
There is a rising interest in understanding digital consumer engagement, particularly in the context of social media and interactive platforms, as brands seek to enhance their connection with consumers in a digital-first world.
Declining or Waning
- Traditional Survey Methods:
There has been a noticeable decline in the focus on traditional survey methodologies, as the field shifts towards more innovative data collection techniques, such as mobile apps and online engagement strategies. - Generalized Market Trends:
Research that broadly examines market trends without specific contextual analysis or targeted consumer insights appears to be decreasing, as there is a growing preference for studies that provide deeper, more nuanced understandings of specific market segments. - Static Branding Concepts:
The exploration of static branding concepts, such as fixed brand attributes or traditional brand positioning strategies, is becoming less frequent, with a shift towards dynamic branding strategies that adapt to changing consumer behaviors and market conditions. - Simple Demographic Analysis:
There seems to be a waning interest in basic demographic analysis in market research, as the discipline increasingly recognizes the complexity of consumer identities and the need for more sophisticated segmentation approaches. - Conventional Advertising Effectiveness Studies:
Research that looks solely at the effectiveness of traditional advertising without integrating newer forms of media and consumer interaction is becoming less relevant, as the focus shifts to comprehensive analyses of multi-channel strategies.
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