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Article

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

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

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Article

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…

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

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Article

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

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Article

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…

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

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Article

Neil A. Morgan

Complexity and uncertainty have increasingly become the keyelements in the operating environment for UK financial services firms inthe last decade. These environmental…

Abstract

Complexity and uncertainty have increasingly become the key elements in the operating environment for UK financial services firms in the last decade. These environmental pressures have pushed financial services organisations into developing marketing information and research strategies which will help them restore some stability to their business. The emerging marketing information and research strategies amongst the largest UK financial services companies are illustrated and the implications for the marketing research industry both now and in the future are examined.

Details

Marketing Intelligence & Planning, vol. 7 no. 7/8
Type: Research Article
ISSN: 0263-4503

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Article

K. Kurtulus

Recounts the present status of marketing research in Turkey using the 1976 Survey of Marketing Research in Turkey. Presents only the survey's basic findings and a brief…

Abstract

Recounts the present status of marketing research in Turkey using the 1976 Survey of Marketing Research in Turkey. Presents only the survey's basic findings and a brief evaluation. Documents that owing to financial and time limitations on the study, 350 companies in the Istanbul and Marmora areas — covering roughly three‐quarters of Turkish companies ‐ were surveyed; these companies all had establishment capital of five million Turkish lira or more. Questionnaires were sent to these companies, with multiple choice questions — 20 questionnaires were unable to be used but 330 were tabulated and analysed. Notes the use of 14 tables for greater dissemination and explanation. Maintains that the findings showed marketing and marketing research activities are becoming very important economic activities in Turkey, as they are in other developing countries.

Details

European Journal of Marketing, vol. 12 no. 8
Type: Research Article
ISSN: 0309-0566

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Article

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

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

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Article

Paul Ankers and Ross Brennan

Concern has been expressed by business and marketing scholars that academic research in these fields should be made more relevant to managers. In this paper the focus in…

Abstract

Concern has been expressed by business and marketing scholars that academic research in these fields should be made more relevant to managers. In this paper the focus in on the views of marketing managers concerning the relevance of academic research to them. The empirical context of the work is business‐to‐business marketing. The experienced marketing practitioners interviewed knew very little about the current state of academic research in marketing, and considered that academic researchers did not understand the realities of business life and could not communicate effectively with managers. Marketing practitioners prefer to work with consultants, whom they consider understand business realities better and are more effective communicators. The paper discusses the barriers that marketing academies will have to overcome if they are to make their research more relevant to practitioners.

Details

Marketing Intelligence & Planning, vol. 20 no. 1
Type: Research Article
ISSN: 0263-4503

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Article

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…

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

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Article

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

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