M.Com. (Marketing Management) / The marketing research industry is a highly competitive environment with over one hundred marketing research firms competing for business in the South African market. Literature suggests that one of the biggest challenges the industry faces is poor positioning. Marketing research firms are seen as data suppliers rather than business or strategic thought partners. This is mainly the result of marketing research firms traditionally providing masses of data with no or limited insights, practical use and strategic value (also known as actionability of research results). This state of affairs in the industry needs to be addressed, otherwise marketing research firms will become less profitable and effective data / research information suppliers. To warrant future business and increased revenues, marketing research firms need to position themselves as professionals who can deliver actionable research results that assist clients strategically. Literature suggests various methods in which marketing research firms can achieve this; amongst which data visualisation and storytelling are identified as two such methods to deliver actionable research results which impact clients’ business. Therefore, the primary research objective of this study was to uncover the strategic use of data visualisation and storytelling by marketing research firms in quantitative research reports. To address this objective, this study was conducted in two phases, first literature on the topic was presented, followed by an empirical study. The empirical study independently followed an exploratory and descriptive research design where two samples were used. The main study (qualitative phase) sampled individuals, working for South African marketing research firms, who oversee teams who create quantitative research reports by means of indepth interviews; and the small-scale complementary study (quantitative phase) sampled clients of marketing research firms who receive these quantitative reports by means of an computer-administered, Internet-based survey. The studies were conducted sequentially; the small-scale complementary study followed after the main study had been completed. The Morse and Field approach was used to analyse the empirical research results of the main study which indicated that marketing research firms do not claim to have a traditional approach to quantitative reporting; the focus is not on data supply, but rather on providing actionable research results to clients which adds value to their business decision-making. The results also indicate that marketing research firms use storytelling to deliver actionable research so as to increase the strategic value thereof, while data visualisation is not used strategically. The results of the small-scale complementary study indicated that although 62% of clients feel that current quantitative research reports (received from marketing research firms) can be used to make strategic decisions, clients also feel that quantitative research reports need improvement regarding the delivery of strategic and actionable research reports. The exploration of the current quantitative reporting landscape and the evaluation of whether South African marketing research firms strategically use data visualisation and storytelling, have helped in identifying barriers to adoption of these methods and recommended how these could be overcome; it also identified specific measures to bridge the gap between data supply and strategic (actionable) research. The study found that marketing research firms should continue and strengthen their focus on actionable research as client demand therefor will continue; this can be achieved through a number of ways such as by focusing on understanding the client’s business, demonstrating thought leadership, being future focused, strengthening storytelling capabilities and developing / possibly investing in data visualisation capabilities.

LOHAS stands for “Lifestyle of Health and Sustainability”. LOHAS describes an emerging new lifestyle that is defined by attention to health and well-being and, environmental sustainability. The problem with the introduction of a description of a lifestyle that is supposed to capture broad social, political, economic, and behavioral changes is that the discussions of this lifestyle have moved faster than any research to support it. The validity and the conceptual richness and implications of the LOHAS can only proceed if there is a reliable and valid instrument to measure the LOHAS lifestyle; and there isn’t. The research focuses on the development of a reliable and valid LOHAS scale. The proposed research consists of five studies; specification of domain of the LOHAS, item generation, measurement purification, reliability assessment and validity assessment. This research will contribute to the understanding of the nature of LOHAS and provide a variety of theoretical and practical applications.

<p><b>Background: </b>Male<b> </b>contraceptive options are limited to condoms or vasectomy and have lacked significant developments for about a century, suggesting the value of exploring male hormonal contraceptives (MHC). In October 2018, a transdermal gel method entered Phase 2 clinical trials, indicating MHC may soon be available. However, eventual uptake of potentially contentious innovations, like MHC, requires informed marketing and promotional strategy. Consumer behavior research methodologies can aid in determining consumer perspectives, providing a framework for effective marketing to encourage MHC adoption upon market introduction.</p><p> </p><p><b>Methods: <i>Phases 1 & 2.</i> </b>Focus groups (n=29) and individual, in-depth interviews (n=20) among college-aged men and women aged 18-26 years were conducted using a semi-structured approach. Techniques from expanded grounded theory were used, allowing for a constant comparative approach to data contextualization and theme identification. Ads were created based on focus group results and tested in the interviews. Content analysis served as the data analysis strategy, allowing for a constant comparative approach to data contextualization and theme identification. <b><i>Phase 3.</i></b> College-aged men and women (n=1,997) aged 18-26 years participated in a web-based survey. Multiple linear regression was used to examine significant predictors of attitudes toward, interest in, and intention to use or encourage use of MHC. A conjoint analysis procedure was also used to assess the relative importance of attributes on ad effectiveness and preference.</p><p> </p><p><b>Results: <i>Phase 1.</i> </b>Three primary themes emerged from focus group discussions: 1) openness to MHC; 2) resistance to MHC; and 3) MHC gel innovation characteristics. Men and women were generally interested in the idea of an MHC method. Hesitance about MHC surrounded the social acceptance of a novel contraceptive product, resistance to changing current contraceptive routines, and fear of health consequences. Participants shared insights about promotional strategies which fell within the diffusion of innovations (DOI) characteristics of relative advantage, complexity, compatibility, and observability. <b><i>Phase 2.</i></b> In-depth interviews offered insight into perceptions of message development for MHC. Four themes emerged: 1) humor, 2) information, 3) relatability, and 4) credibility. Message testing in interviews yielded an understanding of elements participants responded most strongly to, including: 1) ad sentiment, 2) trustworthiness, and 3) visual appeal. <b><i>Phase 3.</i></b> Regression analyses revealed being sexually active (p=0.001) and having prior knowledge of potential MHC methods (p=0.031) aligned with positive MHC attitudes, interest, and intention. Conservative political views (p=0.002) and being satisfied with current male birth control offerings (p=0.000) were associated with negative MHC attitudes. Conjoint analysis identified informational messages as most important (56.62%). Informational (p=0.000) and aspirational messages (p=0.003) paired with relatable characters were the most highly preferred ads.</p><p><b> </b></p><p><a></a></p><p><b>Conclusions: </b>Findings revealed college-aged men and women express a general interest in the idea of MHC, with hesitance stemming from social acceptance of a novel contraceptive product, resistance to changing current contraceptive routines, and fear of potential side effects and long-term health consequences. Promotional strategy for MHC, or similar novel health products, must focus on stratifying consumers based on their readiness to accept a potential innovation and use tactics like aspirational marketing, social norms marketing, and informational marketing to confirm benefits and address concerns. Qualitative formative research also illuminated salient concepts for MHC advertising. Message testing revealed informational ads with elements of credibility may be most useful for promoting MHC, along with ad concepts audiences feel they can relate to or trust, and practical messaging or imagery meant to increase agency in use. The quantitative survey further supported these findings among a broader, university audience, indicating informational messages or aspirational messages paired with trustworthy, relatable characters are the most effective ad attributes to incorporate into marketing strategy when promoting a novel contraceptive product, like MHC.<b></b></p>

<p>Traffic is inevitably a major source of air pollution, particularly in urban areas. Efforts are made towards reducing emissions by improving vehicle and fuel technology and promoting alternative, sustainable modes of transportation. Although the emergence of EVs has shown capabilities of decreasing energy use and emissions levels, the EV market is developing slowly mainly due to drivers’ range anxiety and charging time. Electric roadways (ERs) have been proposed as a solution to overcome the concerns related to EVs by converting road segments into powered lanes where vehicles can be charged as they move along the roadway. This technology has the potential to increase driving range, decrease battery size and thus, lower the weight and the cost of EVs. In this context, exploring the challenging concept of ERs comes natural. </p> <p>Since data on the market acceptance and the environmental implications on this technology are limited to non-existent, this thesis has the following objectives: 1) identify the factors that affect the short- and long-term intention to use ERs, 2) estimate the level of adoption of the ER technology and identify characteristics of the market segments and 3) assess the impact of ERs on criteria pollutants and greenhouse gas emissions based on the market adoption results.</p> <p>To achieve these objectives, a survey of the general population in Los Angeles, California was conducted, gathering 600 responses representative of gender and age in the area. Los Angeles is considered a leader in electro-mobility and thus, a natural choice for the implementation of ERs. The short-or long-term intentions to drive on ERs and purchase an EV knowing about the availability of ERs were found to be correlated and thus, were modeled simultaneously using a bivariate ordered probit model. The compatibility of the ER technology with respondents’ lifestyle and needs, respondents’ tendency towards using sustainable forms of transportation, respondents’ innovativeness and perceived environmental benefits were among the most significant variables found to affect the short-term and long-term intention to use ERs.</p> <p>The level of adoption of the ER technology and corresponding market segments were identified using a combination of Principal Component Analysis (PCA) and Cluster Analysis. Three clusters emerged from the analysis: early adopters (48.5%), mid-adopters (27.67%) and late adopters (23.83%) that differed in terms of demographics and socioeconomic characteristics, travel and EV charging characteristics and level of awareness. </p> <p>The adoption levels found were then used to estimate the emissions change due to the implementation of the ERs by 2050. Using the California Air Resources Board’s (CARB) 2017 EMissions FACtor model (EMFAC). Two scenarios were examined considering light-duty vehicles (LDVs) in a specific corridor: “with” and “without electrification” scenarios. The results suggested that the ER technology for light-duty vehicles has the potential to provide emission reductions of 4 to 24%. A sensitivity analysis was also conducted to examine the effect of speed on the results.</p> <p>Turning to the practical implications, this thesis can provide a foundational framework for the evaluation of the ER technology in terms of environmental and economic viability and set the groundwork for future research. Ultimately, the short-term and long-term intention analysis can be used as a draft guide by state and local agencies and inform their strategic short- or long- range plans for mobility. By segmenting potential users, policy makers and transport operators can be informed about the main challenges regarding the promotion of the ER technology to distinct market segments and devise ways to accelerate its adoption. The findings from the impact analysis of ERs on criteria pollutants and greenhouse gases can also inform long-range transportation plans and existing regulations and policies in California and beyond.</p> <p> </p>