We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
Stakeholder preference and stated vs derived importance satisfaction research.
- Authors
Greenland, Steven J.; Combe, Ian A.; Farrell, Andrew M.
- Abstract
This paper presents a case study that reveals how stakeholders in the research process, by recommending specific data collection and analytical techniques, exert significant 'hidden' influence on the decisions made on the basis of market research findings. While disagreements among stakeholders regarding research design are likely, the possibility that strategies adopted by companies are dependent upon stakeholder research preferences has not been adequately addressed in the literature. Two widely used quantitative customer satisfaction evaluation approaches, involving stated and derived importance, are compared within a reallife market research setting at an international bank. The comparative analysis informs an ongoing debate surrounding the applicability of explicit and implicit importance measures, and demonstrates how recommendations are dependent upon the methodological and analytical techniques selected. The findings, therefore, have significant implications for importance-based satisfaction market research planning, and highlight the need to consider the impact of stakeholder preferences on research outcomes.
- Subjects
AUTOMATIC data collection systems; MARKETING research; STAKEHOLDER analysis; CONSUMER preferences; CUSTOMER satisfaction; TREND analysis in business; SOCIAL responsibility of business; ACQUISITION of data; MANAGEMENT
- Publication
International Journal of Market Research, 2016, Vol 58, Issue 1, p35
- ISSN
1470-7853
- Publication type
Article
- DOI
10.2501/IJMR-2016-005