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All Outputs (32)

Future marketers: Future curriculum: Future shock? (2002)
Presentation / Conference
Evans, M., Nancarrow, C., Tapp, A., & Stone, M. (2002, July). Future marketers: Future curriculum: Future shock?. Paper presented at Academy of Marketing Conference, Nottingham, UK

New marketing, new marketers? (2002)
Presentation / Conference
Tapp, A., Stone, M., Nancarrow, C., & Evans, M. (2002, May). New marketing, new marketers?. Paper presented at EMAC Conference, Portugal

Engaging the right mindset in qualitative marketing research (2001)
Journal Article
Nancarrow, C., Barker, A., & Tiu Wright, L. (2001). Engaging the right mindset in qualitative marketing research. Marketing Intelligence and Planning, 19(4), 236-243. https://doi.org/10.1108/EUM0000000005561

Addresses the need in qualitative market research to consider how best to sample and recruit the right mindsets (respondents) and, if appropriate, prime these for subsequent interviews to maximise insight. Discusses models that might direct recruitme... Read More about Engaging the right mindset in qualitative marketing research.

"Tell me lies, tell me sweet little lies": Dealing with socially desirable responses in market research (2001)
Journal Article
Nancarrow, C., Brace, I., & Wright, L. T. (2001). "Tell me lies, tell me sweet little lies": Dealing with socially desirable responses in market research. Marketing Review, 2(1), 55-69. https://doi.org/10.1362/1469347012569427

The rise of green, ethical, social, charity and cause-related marketing should heighten interest in the marketing research problem of socially desirable responding in interviews. This phenomenon leads to over-reporting of what is socially desirable,... Read More about "Tell me lies, tell me sweet little lies": Dealing with socially desirable responses in market research.

Top gun fighter pilots provide clues to more effective database marketing segmentation: The impact of birth order (1999)
Journal Article
Nancarrow, C., Tiu Wright, L., & Alakoc, B. (1999). Top gun fighter pilots provide clues to more effective database marketing segmentation: The impact of birth order. Journal of Marketing Management, 15(6), 449-462. https://doi.org/10.1362/026725799785045833

A major issue in the construction of a database is what data to collect about customers in order to maximise targeting efficiency. The paper examines a variable hitherto neglected by marketers but which has been shown in psychology literature to have... Read More about Top gun fighter pilots provide clues to more effective database marketing segmentation: The impact of birth order.