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Article
Publication date: 22 August 2008

Qi Zhou Moss

The purpose of this paper is to give a broad review of existing facilities management (FM) market research. It aims to identify the differences and commonalities of the…

1285

Abstract

Purpose

The purpose of this paper is to give a broad review of existing facilities management (FM) market research. It aims to identify the differences and commonalities of the various market research reports, especially the different market definitions used and different methodologies to calculate the size of the market.

Design/methodology/approach

The paper uses the author's collection of UK FM market publications and years of research in this field.

Findings

Surprisingly, none of the current reports use a robust market research methodology and thus this casts doubt on the estimated size of the market and other findings.

Research limitations/implications

This paper only reviews the reports that the author has collected. Therefore, these may not be the latest versions of the publications.

Practical implications

The paper calls for all FM market research agencies to collaborate, to work out a robust market research methodology that can stand up to scrutiny. It also proposes to conduct FM market research from the demand side of the market – to use completely different market segmentations.

Originality/value

This paper tries to warn general FM professionals on quoting market size – all estimates should be treated with discretion.

Details

Facilities, vol. 26 no. 11/12
Type: Research Article
ISSN: 0263-2772

Keywords

Article
Publication date: 13 November 2009

Paul R. Baines, Ross Brennan, Mark Gill and Roger Mortimore

The purpose of this paper is to comment on the differences in perceptions that exist between academic and professional marketing researchers, as creators of new marketing

2285

Abstract

Purpose

The purpose of this paper is to comment on the differences in perceptions that exist between academic and professional marketing researchers, as creators of new marketing knowledge, and explore how academics and practitioners can work together better on areas of mutual interest or separately on areas where their interests do not coincide.

Design/methodology/approach

The approach is via two focus groups, one with researchers in marketing from universities and one with commercial market researchers, and via online surveys of the same target groups, with 638 respondents in all.

Findings

The study indicates that the two sample groups have relatively congruent views about the advantages and disadvantages of each other's approach to research but both groups believe they could do more to make their research more comprehensible and accessible to each other.

Research limitations/implications

The empirical study was conducted in the UK only, and the response rate from the university marketing research community was disappointingly low. These represent limitations on the generalisability of the findings.

Practical implications

It is argued that marketing research can be undertaken separately by academics and practitioner researchers but that joint working between academic and commercial marketing researchers represents another dimension to marketing research which could be facilitated by the creation of joint initiatives, including industry‐inspired academic‐practitioner research projects and the development of government‐funded academic‐practitioner research projects, building on both groups' unique sets of skills.

Originality/value

The paper reports on the outcome of an empirical study that has implications for the conduct of marketing research in universities and market research agencies.

Details

European Journal of Marketing, vol. 43 no. 11/12
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 1 December 2006

Jagdish N. Sheth and Arun Sharma

Business‐to‐business marketing has come of age in the last three decades and research in this area has been extensive and impressive. This paper examines the extant body…

9892

Abstract

Purpose

Business‐to‐business marketing has come of age in the last three decades and research in this area has been extensive and impressive. This paper examines the extant body of business‐to‐business marketing research and identifies surpluses and shortages with the goal of stimulating future research.

Design/methodology/approach

This paper focuses on two questions regarding future business‐to business marketing. First, what has been the focus of understanding in business‐to‐business marketing theory and what should be its future focus? Second, what has been the purpose or objective to study business‐to‐business marketing and what should be the future objective for research?

Findings

It is found that research in business‐to‐business marketing is fundamentally changing and will continue to change. The paper identifies areas of business‐to‐business marketing research that have received surplus attention and areas that require additional attention.

Practical implications

The paper provides guidelines for future exploration of the business‐to‐business research domain.

Originality/value

The paper is analogous to the widely cited paper by Sheth (1979) that reviewed the state of consumer behavior research and identified areas that had been unexplored or under‐explored, and in the process provided an impetus for new research in consumer behavor.

Details

Journal of Business & Industrial Marketing, vol. 21 no. 7
Type: Research Article
ISSN: 0885-8624

Keywords

Article
Publication date: 18 January 2008

Rodney Haring

Qualitative research in the field of market research is ever‐growing and has the capability of changing from sunrise to sunset. This paper aims to add a Native American…

1529

Abstract

Purpose

Qualitative research in the field of market research is ever‐growing and has the capability of changing from sunrise to sunset. This paper aims to add a Native American perspective, one that peers from inside the reservation community outwards, into the non‐native qualitative market research environment.

Design/methodology/approach

Introductory description of an indigenous‐based qualitative market research protocol is discussed. A native‐based elder care facility in the reservation environment is used as an example to facilitate conversation on developing an indigenous‐based model as it relates to non‐native qualitative market research methods.

Findings

The paper provides information that is useful when preparing proposals and/or selecting firms to employ in the Native American landscape. The roots of this paper can aid readers to build, implement, and understand culturally sensitive processes in developing a native relevant qualitative model that interacts with current and future market systems.

Practical implications

A list of questions is provided for native committees to use when selecting firms to provide qualitative market research services. The question list also provides a template for non‐native consulting firms to use in the proposal development process.

Originality/value

This paper provides an indigenous model of qualitative market research. It is proposed as a valuable tool for both First Nation communities and non‐native consulting firms world‐wide.

Details

Qualitative Market Research: An International Journal, vol. 11 no. 1
Type: Research Article
ISSN: 1352-2752

Keywords

Article
Publication date: 3 April 2007

Michael J. Valos, David H.B. Bednall and Bill Callaghan

This paper seeks to investigate the influence of Porter's strategy types on the use of customer relationship management (CRM) techniques and traditional market research

9627

Abstract

Purpose

This paper seeks to investigate the influence of Porter's strategy types on the use of customer relationship management (CRM) techniques and traditional market research, against theoretical and empirical evidence that differences in strategy types may result in variation in favoured marketing information sources and procedures.

Design/methodology/approach

Depth interviews generated a series of scale items, which were combined with others derived from the literature in a questionnaire measuring strategy types, the roles of market research, and the characteristics of CRM systems. Responses were obtained from 240 senior marketing managers in Australia, and applied to the testing of five research propositions.

Findings

ANOVA found no differences in CRM usage among the strategy types. Variation was widespread, however, in four roles of traditional market research: enhancing strategic decision making, increasing usability of existing data, presenting plans to senior management, and achieving productivity and political outcomes.

Research limitations/implications

Future researchers using the Porter strategic types should separate “marketing differentiators” from “product differentiators” because they function and compete differently.

Practical implications

All organisations can benefit from CRM systems, but “marketing differentiators” exhibit a relatively higher usage of traditional market research. This is likely to be because they compete by creating softer product differences, while others do so on harder characteristics such as price or product functionality.

Originality/value

This is the first study to use the Porter types to explain differences between the roles and uses of market research and CRM within organisations.

Details

Marketing Intelligence & Planning, vol. 25 no. 2
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 1 February 2001

C. Samuel Craig and Susan P. Douglas

As businesses expand further and further in international markets, the role of timely and accurate marketing research to guide decision making becomes increasingly…

15724

Abstract

As businesses expand further and further in international markets, the role of timely and accurate marketing research to guide decision making becomes increasingly critical. Research to support international marketing decisions has evolved over the past four decades and must change even more to support firms in the twenty‐first century. There are four key areas where progress must be made. First, international marketing research efforts need to be more closely aligned with market growth opportunities outside the industrialized nations. Second, researchers must develop the capability to conduct and coordinate research that spans diverse research environments. Third, international marketing researchers need to develop new creative approaches to probe the cultural underpinnings of behavior. Finally, technological advances need to be incorporated into the research process in order to facilitate and expedite research conducted across the globe.

Details

International Marketing Review, vol. 18 no. 1
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 1 November 1978

Marketing research may provide one of the main flows of information in the company, involving data describing and analysing the marketplace, the effectiveness of the…

Abstract

Marketing research may provide one of the main flows of information in the company, involving data describing and analysing the marketplace, the effectiveness of the marketing programme and the general marketing environment. If used fully, this information should have a fundamental effect on general management decisions and therefore on functional managers outside the marketing department. Here, Nigel Piercy suggests a framework for managers to assess and validate marketing research findings presented to them.

Details

Industrial Management, vol. 78 no. 11
Type: Research Article
ISSN: 0007-6929

Article
Publication date: 1 February 1983

Robin Birn and Brian Dickson

This article aims to demonstrate that although no company carries out market research for the sake of doing research, an industrial supplier, and hence a company operating…

Abstract

This article aims to demonstrate that although no company carries out market research for the sake of doing research, an industrial supplier, and hence a company operating in an industrial market, can use market research to make a positive contribution not only to its own product but also to that of the final consumer products. Therefore its market research is not just about its own markets and products, but it provides the company with an opportunity to extend the results of the research beyond its own industrial marketing strategy, thus directing it towards its customers' markets.

Details

Marketing Intelligence & Planning, vol. 1 no. 2
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 31 July 2007

John A. Schibrowsky, James W. Peltier and Alexander Nill

The purpose of this study is to examine the internet marketing literature to determine how internet marketing research has evolved in terms of quantity, content, and…

14121

Abstract

Purpose

The purpose of this study is to examine the internet marketing literature to determine how internet marketing research has evolved in terms of quantity, content, and publication outlets. In addition, the paper identifies important trends in the internet marketing literature and provides a view of the research gaps and expected topical areas of interest.

Design/methodology/approach

A content analysis was performed on approximately 1,400 internet‐related marketing articles identified by searching the ABI/INFORM database. A total of 902 peer‐reviewed internet marketing articles appearing in nearly 80 different journals were identified. The study revealed that 60 percent of the internet research had been published in the last three years. The three most researched internet marketing areas were consumer behavior, internet strategy, and internet communications. The topics with the highest growth over the past two years were research issues and consumer search. Over the past 15 years, 14 articles appeared in the top three marketing journals.

Findings

The article identified important trends in the internet marketing research to provide future direction, particularly in terms of research gaps and expected topical areas of interest. The three major research areas that are likely to grow in the next few years are: consumer trust pertaining to the internet, the use of the internet by consumers for marketing related activities, and where is the internet headed in terms of integrating strategies?

Originality/value

The study provides both academics and practitioners with an updated review of the internet marketing literature along with a sense of how internet marketing research is evolving.

Details

European Journal of Marketing, vol. 41 no. 7/8
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 1 January 1991

Joel Raphael and I. Robert Parket

Discusses executive decision making and the importance of thebroader use of market research throughout the management ranks. Looks atthe opportunities and constraints…

Abstract

Discusses executive decision making and the importance of the broader use of market research throughout the management ranks. Looks at the opportunities and constraints between market research and decision‐making executives. Proposes an amalgamated and integrated effort to ensure the timely gathering and analysis of appropriate information to help make beneficial decisions.

Details

Journal of Business & Industrial Marketing, vol. 6 no. 1/2
Type: Research Article
ISSN: 0885-8624

Keywords

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