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International Journal of Market Research

International Journal of Market Research

2018 Impact Factor: 0.726
2018 Ranking: 136/147 in Business
Source: Journal Citation Reports (Web of Science Group, 2019)
Published in Association with Market Research Society

Editor in Chief
Daniel Nunan University of Portsmouth, UK
Associate Editor
Yuksel Ekinci University of Portsmouth, UK

eISSN: 25152173 | ISSN: 14707853 | Current volume: 61 | Current issue: 5 Frequency: Bi-monthly

Founded in 1958, the aim of the International Journal of Market Research (IJMR) is to be the leading primary authoritative source of information about excellent practice and new thinking in research, insight and data analysis worldwide.

The IJMR provides a bridge between practitioners and academics to share, discuss and debate all aspects of research, insight and data: applications, methodologies, new technologies, technology and methodology adoption and adaption from related areas, solutions, strategic and management issues.

IJMR is SSCI-ranked and is rated by the Association of Business Schools as a 2* journal.

Readers are looking for ways to optimise and leverage research, insight and data, and trust the integrity of the IJMR to provide them with leading edge and authoritative thinking that can be practically applied in a business and societal context.

The IJMR is first and foremost a journal that publishes the best from academia and practitioners and whilst the primary audience is the professional researcher at all levels and all spheres, the IJMR also seeks to encourage a dialogue between practitioners, academics and those in the business or public sectors who rely on research, insight and data to make effective decisions, deliver impact and drive change.

The editorial team is interested in papers that are evidence based, clearly written and unambiguous; that are original and contain new and practical ideas. The style should demonstrate authority and expertise but be accessible to the wider audience. In particular, every paper must engage and stimulate readers, be relevant to their needs and ensure that the practical applications of the ideas and concepts within the papers are readily apparent.

Whatever the topic, the material published within the IJMR is written by experts in their field and all submissions are reviewed prior to publication by their peers to ensure that high standards and integrity are maintained.

In summary, the IJMR is the place to find new thinking in research, insight and data. The content is rigorously vetted, stimulating and essential reading.

Executive Editorial Board
Chris Barnham Chris Barnham Research and Strategy, UK
Martin Callingham Birkbeck College, University of London, UK
Corrine Moy GfK NOP, UK
Graham Mytton Audience Research Training and Consultancy, UK
Agnes Nairn University of Bristol, UK
Leo Paas The University of Auckland, New Zealand
Book Review Editor
Alan Wilson University of Strathclyde, UK
Editorial Review Board
Zachary William Anesbury University of South Australia’s Business School / Ehrenberg-Bass Institute, Australia
Paolo Antoneti Queen Mary University of London, UK
Vicki Arbes Hall and Partners Open Mind, Australia
Richard Asquith Kantar Media Audiences, UK
Paul Baines University of Leicester School of Business, UK
Reg Baker Market Strategies International, USA
Merry Baskin Baskin Shark, USA
Clive Boddy Middlesex University Business School, UK
Ian Brace Ian Brace Consultancy, UK
Mario Callegaro Google, UK
Colin Campbell Kent State University, USA
Simon Chadwick Cambiar, USA
Armando Maria Corsi Ehrenberg-Bass Institute of Marketing Science, Australia
Michelle Cowley-Cunningham Linked FInance, United Kingdom
Stephan Dahl Hull University Business School, UK
Philly Desai Turnstone Research, UK
Maria Laura Di Domenico Surrey Business School, UK
Don A. Dillman Washington State University, USA
Paul Dyson Data2Decisions, UK
Markus Eberl TNS Infratest, Germany
Laurent Florès SLPV Analytics, France
Peter Furness Peter Furness, UK
Steven Ginnis Ipsos MORI, UK
Andrew Green Ipsos MediaCT, UK
Chris Hackley Royal Holloway University of London, UK
Mariann Hardey University of Durham, UK
Jonathan Jephcott Consultant, Australia
Colin Jevons Monash University, Australia
Yasmin Kaur Sekhon University of Southampton, UK
Rachel Kennedy Ehrenberg-Bass Institute of Marketing Science, Australia
Philipp Klaus ESCE International Business School, France
Barry Leventhal BarryAnalytics, UK
Mingnan Liu Facebook, USA
Tim Macer Meaning, UK
Phyllis Macfarlane GfK NOP, UK
Omar Mahmoud UNICEF, UK
Stan Maklan Cranfield University School of Management, UK
Frauke Mattison-Thompson Amsterdam Business School, Netherlands
Gunnar Mau Shoppermetrics, Germany
Colin McDonald McDonald Research, UK
Malcolm McDonald Chairman Brand Finance, UK
Laura McLarty 4D Research, UK
Peter Milla Peter Milla Consulting, Australia
Alejandro Mollá-Descals Universitat de Valencia, Spain
Virginia Monk Network Research and Marketing, UK
Nick Moon Gfk NOP Social Research, UK
Chris Moore GfK, UK
Leigh Morris Bonamy Finch, UK
Dan Nunan University of Portsmouth, UK
Shintaro Okazaki King's College London, UK
Ray Poynter The Future Place, UK
Jenni Romaniuk Ehrenberg-Bass Institute of Marketing Science, Australia
Caroline Roper Westco, UK
James Rothman James Rothman Marketing and Economic Research, UK
Emanuel Said University of Malta, Malta
Niels Schillewaert InSites Consulting, USA
Don E. Schultz Northwestern University, USA
Anjul Sharma Independent, UK
Trevor Sharot Red Research, UK
Karsten Shaw Populus, UK
David Smith DVL Smith/University of Hertfordshire Business School, UK
Patten George Smith Ipsos MORI, UK
Ineke Stoop The Netherlands Institute fro Social Research/SCP, The Netherlands
Dick Stroud 20plus30, UK
Bradley Taylor GfK, UK
Luke Taylor Kantar Public, UK
Michelle Un Linked Finance, UK
Martin Van Staveren Kantar Media, UK
Andrea Vocino Deakin University, Australia
Marco Vriens University of Wisconsin, USA
Richard Webber Newcastle University, UK
Caroline Whitehall-Hayter Acacia Avenue, UK
Richard Windle Consultant, UK
Lia Zarantonello University of Roehampton, UK
Andrew Zelin Ipsos MORI, UK
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  • Notice: The current Editor-in-Chief, Peter Mouncey, will soon be retiring as Editor-in-Chief after 15 years leading the journal.

    Dr Daniel Nunan, Reader in Marketing & Head of the Marketing Group at the University of Portsmouth, will be assuming the role of IJMR Editor this Autumn.

    Manuscript Submission Guidelines: International Journal of Market Research

    Please read the guidelines below then visit the Journal’s submission site to upload your manuscript. Please note that manuscripts not conforming to these guidelines may be returned.

    Only manuscripts of sufficient quality that meet the aims and scope of The International Journal of Market Research will be reviewed.

    There are no fees payable to submit or publish in this journal.

    As part of the submission process you will be required to warrant that you are submitting your original work, that you have the rights in the work, that you are submitting the work for first publication in the Journal and that it is not being considered for publication elsewhere and has not already been published elsewhere, and that you have obtained and can supply all necessary permissions for the reproduction of any copyright works not owned by you.


    1. What do we publish?
      1.1 Aims & Scope
      1.2 Article types
      1.3 Writing your paper
    2. Editorial policies
      2.1 Peer review policy
      2.2 Authorship
      2.3 Acknowledgements
      2.4 Funding
      2.5 Declaration of conflicting interests
      2.6 Data
    3. Publishing policies
      3.1 Publication ethics
      3.2 Contributor's publishing agreement
      3.3 Open access and author archiving
    4. Preparing your manuscript
      4.1 Formatting
      4.2 Artwork, figures and other graphics
      4.3 Supplementary material
      4.4 Reference style
      4.5 English language editing services
    5. Submitting your manuscript
      5.1 ORCID
      5.2 Information required for completing your submission
      5.3 Permissions
    6. On acceptance and publication
      6.1 SAGE Production
      6.2 Online First publication
      6.3 Access to your published article
      6.4 Promoting your article
    7. Further information


    1. What do we publish?

    1.1 Aims & Scope

    Before submitting your manuscript to The International Journal of Market Research, please ensure you have read the Aims & Scope.

    1.2 Article Types

    Contributions accepted for publication are generally one of the following types:

    • An opinion piece or viewpoint - introducing an industry issue or providing a call to action, perhaps on a topic where the author feels that wider research evidence would be beneficial (e.g. outlining a new technique requiring more extensive validation);

    • Specially commissioned (or submitted) review papers or digests summarising current best practice focussing on specific techniques, methodologies or current industry issues (e.g. impact of legislation);

    • A case study describing a practical application of research, and the benefits derived by the end-user;

    • Papers that advance methodological thinking through original academic or practitioner research;

    • Descriptions of new models, research tools etc;

    • A paper addressing a key issue faced by the industry;

    • New technological developments or applications; 

    •  An example of creative thinking that has helped resolve a challenging problem.

    IJMR content

    Contributions are welcomed for any of the four main sections within IJMR:

    1. Formal papers

    These constitute the main content within each issue. A paper under this heading will be heavily evidenced based, probably based on a methodological project and containing references to earlier published work on the particular topic. The main objective will be to either advance thinking on a key topic, or provide additional evidence to support or refute an existing theory. Papers in this category have a maximum length of about 7,500 words and will be formally assessed in detail using the traditional academic journal 'blind' peer review process with two referees.

    2. Forum

    This provides an opportunity for authors (e.g. practitioners) who wish to submit an article or 'thinkpiece' that, whilst providing evidence to support the argument put forward, limits this to the particular circumstances rather than to a wider context. Articles might be based on an example of 'best practice' market research; case study; new or emerging ideas, issues, topics and applications; background/context to market research; key issues facing the industry. The articles maybe based on presentations or papers delivered at conferences or seminars. These articles would be of a shorter length (3,000 words) and whilst still reviewed objectively by two referees, the criteria would be less demanding and based on whether:

    • The argument or analysis is logical

    • There is sufficient and appropriate evidence cited to support the case being made

    • The article contains creative ideas or new thinking

    • The content demonstrates the value of market research

    • There are clearly defined conclusions, recommendations or lessons for practitioners

    • The content is well presented, logically structured and readable.

    3. Viewpoint

    Each issue contains at most one Viewpoint. This is an opportunity for an author to state their views in no more than 1,000 words on a particular market research industry issue that they feel strongly about. IJMR may also publish brief responses from other readers to previous Viewpoints. The decision to publish is made by the Editor.

    4. Conference Notes

    This is ad hoc content based on presentations from conferences where presenters are invited to submit text versions with a maximum length of 1,000 words. Review is by the IJMR Editor in Chief only.

    An author should indicate which of the above categories their article or paper is under when submitting, or the Editor may decide the most appropriate category for a particular contribution, either before or after review.

    Prospective authors should read the remainder of these guidelines before finally deciding which category they feel is appropriate for their contribution.

    Occasionally, an individual issue will contain several articles on a theme, for example on one sector of the industry, different methodological perspectives on a single topic, in-depth reviews of issues within a geographical region, etc.

    Submissions should not have been published, or under consideration for publication elsewhere, in whole or part either in printed or electronic form, nor should they be plagiarised versions of the author's, or anyone else’s, previously published work.

    1.3 Writing your paper

    The SAGE Author Gateway has some general advice and on how to get published, plus links to further resources.

    1.3.1 Make your article discoverable

    When writing up your paper, think about how you can make it discoverable. The title, keywords and abstract are key to ensuring readers find your article through search engines such as Google. For information and guidance on how best to title your article, write your abstract and select your keywords, have a look at this page on the Gateway: How to Help Readers Find Your Article Online

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    2. Editorial policies

    2.1 Peer review policy

    All submitted papers and articles (other than submissions for Viewpoint) deemed by the Editor to be potentially suitable for IJMR are reviewed 'blind' by two referees (with authors' details removed) prior to acceptance for publication. The referees are drawn from members of the Executive or Advisory Editorial Boards, or by other specialists in a particular field. Based on the reviews, the Editor will provide feedback to authors containing either suggested amendments necessary before the paper can be accepted for publishing, or reasons for rejecting the paper.

    The peer review process now adopted for IJMR is based on an 'as-is' approach. Full details of the 'as-is' process, and the case for journals adopting this peer review methodology, are contained in the paper by Eric Tsang (University of Texas) and Bruno Frey (University of Zurich), 'As-Is Journal Review Process: Let the Authors Own Their Ideas', Academy of Management Learning & Education, Vol. 6, No. 1, 2007. The authors propose that instead of using a multi-stage process that not only leads to significant delays before publication but can sometimes pressure authors to change their fundamental position if they want to be published, journals should review papers from an 'as-is' perspective via a one stage peer review process. In addition to reducing the workload of all concerned, the Tsang & Frey believe a key advantage is that it lets authors own the ideas in their publications'. The IJMR should be a vehicle for authors' ideas - the peer review process is there to identify whether the argument is cogently presented, the evidence is appropriate and sufficient, and to assess whether the style, structure and language used is also appropriate for our readers.

    For more information on the IJMR peer review process, see the Editorials in IJMR Vol. 49 No. 5 and Vol. 50 No. 1.

    The editorial team is happy to receive outlines, or detailed summaries of proposed papers in cases where an author is unsure as to whether the proposed theme or content is likely to either appeal to readers or meet the stringent criteria for acceptance. Please email

    2.2 Authorship

    All parties who have made a substantive contribution to the article should be listed as authors. Principal authorship, authorship order, and other publication credits should be based on the relative scientific or professional contributions of the individuals involved, regardless of their status. A student is usually listed as principal author on any multiple-authored publication that substantially derives from the student’s dissertation or thesis.

    2.3 Acknowledgements

    All contributors who do not meet the criteria for authorship should be listed in an Acknowledgements section. Examples of those who might be acknowledged include a person who provided purely technical help, or a department chair who provided only general support.

    Please supply any personal acknowledgements separately to the main text to facilitate anonymous peer review.

    2.3.1 Writing assistance

    Individuals who provided writing assistance, e.g. from a specialist communications company, do not qualify as authors and so should be included in the Acknowledgements section. Authors must disclose any writing assistance – including the individual’s name, company and level of input – and identify the entity that paid for this assistance. It is not necessary to disclose use of language polishing services.

    2.4 Funding

    International Journal of market Research requires all authors to acknowledge their funding in a consistent fashion under a separate heading.  Please visit the Funding Acknowledgements page on the SAGE Journal Author Gateway to confirm the format of the acknowledgment text in the event of funding, or state that: This research received no specific grant from any funding agency in the public, commercial, or not-for-profit sectors.

    2.5 Declaration of conflicting interests

    International Journal of Market Research encourages authors to include a declaration of any conflicting interests and recommends you review the good practice guidelines on the SAGE Journal Author Gateway

    2.6 Data

    SAGE acknowledges the importance of research data availability as an integral part of the research and verification process for academic journal articles.

    International Journal of Market Research requests all authors submitting any primary data used in their research articles to be published in the online version of the journal, or provide detailed information in their articles on how the data can be obtained. This information should include links to third-party data repositories or detailed contact information for third-party data sources. Data available only on an author-maintained website will need to be loaded onto either the journal’s platform or a third-party platform to ensure continuing accessibility.

    Examples of data types include but are not limited to statistical data files, replication code, text files, audio files, images, videos, appendices, and additional charts and graphs necessary to understand the original research. The editor can also grant exceptions for data that cannot legally or ethically be released. All data submitted should comply with Institutional or Ethical Review Board requirements and applicable government regulations.

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    3. Publishing Policies

    3.1 Publication ethics

    SAGE is committed to upholding the integrity of the academic record. We encourage authors to refer to the Committee on Publication Ethics’ International Standards for Authors and view the Publication Ethics page on the SAGE Author Gateway

    3.1.1 Plagiarism

    International Journal of Market Research and SAGE take issues of copyright infringement, plagiarism or other breaches of best practice in publication very seriously. We seek to protect the rights of our authors and we always investigate claims of plagiarism or misuse of published articles. Equally, we seek to protect the reputation of the journal against malpractice. Submitted articles may be checked with duplication-checking software. Where an article, for example, is found to have plagiarised other work or included third-party copyright material without permission or with insufficient acknowledgement, or where the authorship of the article is contested, we reserve the right to take action including, but not limited to: publishing an erratum or corrigendum (correction); retracting the article; taking up the matter with the head of department or dean of the author's institution and/or relevant academic bodies or societies; or taking appropriate legal action.

    3.1.2 Prior publication

    If material has been previously published it is not generally acceptable for publication in a SAGE journal. However, there are certain circumstances where previously published material can be considered for publication. Please refer to the guidance on the SAGE Author Gateway or if in doubt, contact the Editor at the address given below.

    3.2 Contributor's publishing agreement

    Before publication, SAGE requires the author as the rights holder to sign a Journal Contributor’s Publishing Agreement. SAGE’s Journal Contributor’s Publishing Agreement is an exclusive licence agreement which means that the author retains copyright in the work but grants SAGE the sole and exclusive right and licence to publish for the full legal term of copyright. Exceptions may exist where an assignment of copyright is required or preferred by a proprietor other than SAGE. In this case copyright in the work will be assigned from the author to the society. For more information please visit the SAGE Author Gateway

    3.3 Open access and author archiving

    International Journal of Market Research offers optional open access publishing via the SAGE Choice programme. For more information please visit the SAGE Choice website. For information on funding body compliance, and depositing your article in repositories, please visit SAGE Publishing Policies on our Journal Author Gateway.

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    4. Preparing your manuscript for submission

    4.1 Formatting

    The preferred format for your manuscript is Word. LaTeX files are also accepted. Word and (La)Tex templates are available on the Manuscript Submission Guidelines page of our Author Gateway.

    4.2 Artwork, figures and other graphics

    For guidance on the preparation of illustrations, pictures and graphs in electronic format, please visit SAGE’s Manuscript Submission Guidelines 

    Figures supplied in colour will appear in colour online regardless of whether or not these illustrations are reproduced in colour in the printed version. For specifically requested colour reproduction in print, you will receive information regarding the costs from SAGE after receipt of your accepted article.

    4.3 Supplementary material

    This journal is able to host additional materials online (e.g. datasets, podcasts, videos, images etc) alongside the full-text of the article. For more information please refer to our guidelines on submitting supplementary files

    4.4 Reference style

    International Journal of Market Research adheres to the SAGE Harvard reference style. View the SAGE Harvard guidelines to ensure your manuscript conforms to this reference style.

    If you use EndNote to manage references, you can download the SAGE Harvard EndNote output file

    4.5 English language editing services

    Authors seeking assistance with English language editing, translation, or figure and manuscript formatting to fit the journal’s specifications should consider using SAGE Language Services. Visit SAGE Language Services on our Journal Author Gateway for further information.

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    5. Submitting your manuscript

    5.1 ORCID

    As part of our commitment to ensuring an ethical, transparent and fair peer review process SAGE is a supporting member of ORCID, the Open Researcher and Contributor ID. ORCID provides a unique and persistent digital identifier that distinguishes researchers from every other researcher, even those who share the same name, and, through integration in key research workflows such as manuscript and grant submission, supports automated linkages between researchers and their professional activities, ensuring that their work is recognized.

    The collection of ORCID iDs from corresponding authors is now part of the submission process of this journal. If you already have an ORCID iD you will be asked to associate that to your submission during the online submission process. We also strongly encourage all co-authors to link their ORCID ID to their accounts in our online peer review platforms. It takes seconds to do: click the link when prompted, sign into your ORCID account and our systems are automatically updated. Your ORCID iD will become part of your accepted publication’s metadata, making your work attributable to you and only you. Your ORCID iD is published with your article so that fellow researchers reading your work can link to your ORCID profile and from there link to your other publications.

    If you do not already have an ORCID iD please follow this link to create one or visit our ORCID homepage to learn more.

    5.2 Information required for completing your submission

    You will be asked to provide contact details and academic affiliations for all co-authors via the submission system and identify who is to be the corresponding author. These details must match what appears on your manuscript. At this stage please ensure you have included all the required statements and declarations and uploaded any additional supplementary files (including reporting guidelines where relevant).

    5.3 Permissions

    Please also ensure that you have obtained any necessary permission from copyright holders for reproducing any illustrations, tables, figures or lengthy quotations previously published elsewhere. For further information including guidance on fair dealing for criticism and review, please see the Copyright and Permissions page on the SAGE Author Gateway

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    6. On acceptance and publication

    6.1 SAGE Production

    Your SAGE Production Editor will keep you informed as to your article’s progress throughout the production process. Proofs will be sent by PDF to the corresponding author and should be returned promptly.  Authors are reminded to check their proofs carefully to confirm that all author information, including names, affiliations, sequence and contact details are correct, and that Funding and Conflict of Interest statements, if any, are accurate. Please note that if there are any changes to the author list at this stage all authors will be required to complete and sign a form authorising the change.

    6.2 Online First publication

    Online First allows final articles (completed and approved articles awaiting assignment to a future issue) to be published online prior to their inclusion in a journal issue, which significantly reduces the lead time between submission and publication. Visit the SAGE Journals help page for more details, including how to cite Online First articles.

    6.3 Access to your published article

    SAGE provides authors with online access to their final article.

    6.4 Promoting your article

    Publication is not the end of the process! You can help disseminate your paper and ensure it is as widely read and cited as possible. The SAGE Author Gateway has numerous resources to help you promote your work. Visit the Promote Your Article page on the Gateway for tips and advice. In addition, SAGE is partnered with Kudos, a free service that allows authors to explain, enrich, share, and measure the impact of their article. Find out how to maximise your article’s impact with Kudos. 

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    7. Further information

    Any correspondence, queries or additional requests for information on the manuscript submission process should be sent to the International Journal of Market Research editorial office as follows:

    Individual Subscription, E-access

    Individual Subscription, Print Only

    Individual Subscription, Combined (Print & E-access)

    Institutional Subscription, E-access

    Institutional Backfile Purchase, E-access (Content through 1998)

    Institutional Subscription, Combined (Print & E-access)

    Institutional Subscription & Backfile Lease, E-access Plus Backfile (All Online Content)

    Institutional Subscription & Backfile Lease, Combined Plus Backfile (Current Volume Print & All Online Content)

    Individual, Single Print Issue

    Institutional, Single Print Issue