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Article
Publication date: 1 December 1994

Erhard K. Valentin

In the product development process, marketing research is often usedinappropriately. To be useful, marketing research must be focussed onquestions to which the answers improve…

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Abstract

In the product development process, marketing research is often used inappropriately. To be useful, marketing research must be focussed on questions to which the answers improve decision making; and marketers should realize that marketing research may do more harm than good when prospective customers do not yet know what they want, which is often the case. Furthermore, too many companies waste time and money inquiring into customer needs and wants and product performance criteria that are perfectly obvious.

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Journal of Product & Brand Management, vol. 3 no. 4
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 22 June 2012

Erhard K. Valentin and Anthony T. Allred

The reported study was designed to provide insight into gift cards as gifts and their place among gifts of cash and goods. It also was designed to identify promising avenues for…

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Abstract

Purpose

The reported study was designed to provide insight into gift cards as gifts and their place among gifts of cash and goods. It also was designed to identify promising avenues for further research.

Design/methodology/approach

Data were collected using a structured questionnaire administered to a convenience sample of 317 respondents of both sexes who varied greatly in age.

Findings

Effective liquidity served largely as the basis for categorizing gift cards. The greater a card's effective liquidity, the more its economic impact on the recipient resembles that of cash. The results indicated the following: face value affects recipient preference for effective liquidity; the giver‐getter relationship affects recipient preference for effective liquidity; the gift cards givers give tend to have less effective liquidity than those they prefer to get; some gift cards are more appropriate gifts than others and some, but not all, gift cards are more appropriate gifts than cash; and people feel less guilt when paying for personal luxuries with gift cards than with cash.

Research limitations

The study was largely exploratory insofar as its breadth greatly exceeded its depth and findings derived from a convenience sample.

Originality/value

The study introduced effective liquidity as a basis for assessing similarities and differences between gift cards and gifts of cash and goods. Findings enhance scholarly understanding of gift cards and their place among gifts of cash and goods. Moreover, they afford insights into marketing gift cards and into promising paths for further research.

Details

Journal of Consumer Marketing, vol. 29 no. 4
Type: Research Article
ISSN: 0736-3761

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