TOC: Intl J Market Res
Introduction
International Journal of Market Research
: : : Posting
IJMR 53(2)
Editorial
Viewpoint
Why behavioural economics should only make market research stronger.
Nick Southgate
Forum
Gender effects in advertising.
Spike Cramphorn
Main papers
Behavioural economics and qualitative research – a marriage made in heaven?
Wendy Gordon
Associative networks: a new approach to market segmentation.
Céline Brandt, Charles Pahud de Mortanges, Christian Bluemelhuber
and Allard C.R. van Riel
Latent class analysis for marketing scale development.
Francesca Bassi
Quick, simple and reliable: forced binary survey questions.
Sara Dolnicar, Bettina Grün and Friedrich Leisch
A measurement of socially responsible consumer behaviour in China.
Jun Yan and Qiuling She
Conference Notes
‘Fit for Purpose’, IJMR Research Methods Forum, Royal Society, London,
2 November 2010
Reg Baker, Mike Hall, Jeannie Arthur, Julian Dobinson and Richard Ellwood
Book reviews
Léon Zurawicki – Neuromarketing: exploring the brain of the consumer
Marie-Odile Richard and Michel Laroche
Robert Graves – Consumer.ology: the market research myth, the truth about
consumer behaviour and the psychology of shopping
Jon Chandler