Browsing by Author "Feetham, PM"

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    Can we get more out of Net-Promoter Data?
    (ANZMAC, 19/02/2016) Mecredy, P; Feetham, PM; Wright, MJ; Sinha, A; Cadeaux, J; Bucic, T
    Net-Promoter Score (NPS), a loyalty measure, is used extensively in commercial market research due to its simplicity of use and ease of understanding, despite criticism of the metric. Given the widespread use of NPS commercially, it is important to understand whether applying alternative loyalty measures has any advantages over Net-Promoter. This paper aims to demonstrate whether a likelihood mean and Polarization Index, φ, provide different results to Net-Promoter. These three measures were applied to data collected from an on-line survey of 1,818 participants who evaluated brands in a service industry. The findings show that all three measures provided similar variations in loyalty across brands and regions. The likelihood mean and NPS are strongly correlated, indicating that no one measure is more superior to the other at measuring loyalty within a service industry in New Zealand. However, the Polarization Index appears to assess loyalty differently to the likelihood mean and NPS.
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    Do preferences for fair trade rely on ethical argument or logos?
    (ANZMAC, 19/02/2016) Konopka, RM; Wright, MJ; Avis, M; Feetham, PM; Sinha, A; Cadeaux, J; Bucic, T
    This paper investigates the effect of ethical labelling on consumer choice in the context of fair trade. Previous studies have shown that the Fairtrade logo has a positive effect on brand choice. However, it is uncertain whether this effect is due to attention to an ethical claim or due to the Fairtrade brand. Understanding which of these two aspects are the main drivers in consumers’ decision making can help marketers to design marketing communications and packaging strategies. This paper reports a conjoint experiment that compares the effect of the Fairtrade logo with a hypothetical comparator logo that is matched on contrast, size, number of colours and ethical context. The effect of the Fairtrade logo was much larger than for the comparator logo demonstrating that fair trade effects are not solely due to mere attention or ethical appeal.
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    Qualitative evaluations of new scientific concepts: Accurate, fast, easy and inexpensive
    (ANZMAC, 19/02/2016) Feetham, PM; Wright, MJ; Teagle, DH; Comrie, MA; Sinha, A; Cadeaux, J; Bucic, T
    Evidence confirming the robustness of qualitative methodologies in marketing research is scarce. Instead, quantitative methodologies dominate publications in marketing journals, a stark contrast to other academic disciplines where qualitative research is the dominant approach. This research reports a case where the findings of an independent qualitative study were clearly supported by subsequent quantitative research. Applied in the context of a new technological science, the qualitative phase treated climate engineering techniques as brands with core concepts and a range of related memory associations. Attributes associated with climate engineering were elicited using Kellys’ Repertory Grid or choosing from a pre-determined list of 30 attributes during 30 depth interviews. The qualitative results illustrated an overall negative reaction to the four concepts tested with solar reflection techniques viewed more negatively than carbon dioxide removal techniques. Large online surveys across two countries gave strikingly similar results, verifying the robustness of the qualitative study.