Marketing Research
Author: Mahesh More
Marketing Research and Bridging Generational Divides
BERG et al (2022) This article discusses the niche but significant area of marketing research focused on elderly consumers. It emphasizes the importance of including an age perspective in marketing research, comparable to considering gender. Highlighting gaps in existing knowledge, the article suggests future research directions, including replicating previous studies, integrating with related fields like psychology and technology, and diversifying geographically and culturally. The recommendations aim to enhance understanding of elderly consumer behavior, especially considering the evolving demographics and technological advancements. Overall, the article underscores the need for comprehensive and inclusive research strategies to address the complexities of marketing to elderly consumers in diverse contexts.
Holistic Approach to Marketing Research
VAN HEERDE and H. J. (2021) This editorial is about an important aspect of academic marketing research that often gets overlooked—ecological validity. They explain how this aspect should be considered throughout the research process and provide practical steps to improve it. While writing this, they were surprised to find connections to other important topics like replicability and transparency. They also suggest leaving the academic world sometimes to experience real-world marketing. They believe that gaining this broader perspective will make your work better and improve the impact of our field on the world.
Future Research on Building Trust and Innovation in Pharmaceutical Marketing
MORGAN et al. (2022) Our analysis found that practitioners have two main concerns: rebuilding trust among stakeholders and promoting an image of being innovation-driven. They think the lack of trust might be due to issues with the current way the industry operates, where there’s too much complex information that strains relationships. Future research should focus on finding ways for pharmaceutical marketers to build trust with patients and physicians. Additionally, researchers could explore if emphasizing innovation can change the negative perceptions people have about the industry. While patients might not be able to help design drugs, they could possibly contribute to other parts of pharmaceutical marketing, like advertising [32]. Previous studies have looked at how patients and physicians deal with the complex pharmaceutical world. They want to provide a different perspective that highlights the challenges marketers face. By doing this, we hope to inspire future research efforts aimed at making improvements that benefit everyone involved in the industry.
Practical Research for Policy Impact in Marketing
PAUWELS et al. (2022) There are big differences between academic marketing research and the kind of research used to shape public policy. Marketing journals, including JPP&M, mainly aim to develop theories about policy issues. On the other hand, policymakers need real-world evidence to understand the size of societal problems and the effectiveness of solutions. They need research that’s practical and can be used to make strong conclusions about cause and effect. In simpler terms, policymakers find research most useful when it’s practical and has a clear impact. This opens up many new possibilities for marketing researchers to explore.
Field Experiments in Marketing and Real World Insights for Actionable Strategies
GNEEZY (2017) This article discusses the importance of field experiments in marketing research, highlighting their advantages over lab experiments in providing real-world insights. It explains the significance of using various methods, including theoretical models, laboratory experiments, and field experiments, to offer comprehensive evidence. The article defines field experiments and illustrates their benefits, such as applying established theories in real-life scenarios and capturing long-term effects. It also addresses concerns regarding external validity, emphasizing the importance of theory over method. Additionally, the article provides examples of field experiments in pricing strategies and fairness perceptions, demonstrating their practical applications. Lastly, it discusses key considerations in designing and implementing field experiments, such as experimental context, collaboration with partners, and managing experimental noise. Overall, it underscores the value of field experiments in generating actionable insights for marketing practitioners.
Enhancing Qualitative Research in Marketing Solutions and Strategies
CRICK and J. M. (2021) This paper aims to address the challenges faced by qualitative research in marketing and provide solutions to help academics and postgraduate researchers overcome these challenges. Firstly, it highlights the problem of insufficient detail in describing data analysis techniques used by researchers, and offers actionable tools to improve this aspect. Secondly, it suggests that qualitative researchers should use multiple data sources for triangulation, such as empirical and archival data, possibly incorporating longitudinal information. Thirdly, it recommends obtaining larger or more comprehensive sample sizes to ensure findings can be applied to broader populations. Lastly, it suggests that marketing scholars and researchers should look to other disciplines like management, strategy, innovation, international business, and entrepreneurship for best practices to enhance qualitative methodologies. By doing so, there is significant potential to enhance the quality and effectiveness of qualitative research in marketing.
Methodological Diversity in Public Policy & Marketing Research
BAUMGARTNER et al (2022) This article delves into the methodological aspects of research published in the Journal of Public Policy & Marketing (JPP&M), emphasizing its focus on real-world problems with consumer, marketing, and public policy implications. It analyzes recent empirical research from volumes 36 to 40, highlighting the eclectic use of conceptual foundations and methods. The study finds that lab and field experiments, along with observational studies, are commonly employed, with no pronounced time trends. Notably, the article discusses the prevalence of data sources like Amazon Mechanical Turk and Prolific Academic, suggesting a need for diversification. It showcases examples of studies utilizing secondary data sets, social media data, and partnerships with organizations to reach relevant subpopulations for policy research. Overall, it underscores the importance of creatively using diverse methodological approaches to address substantive problems in public policy and marketing.
Nature Therapy is an Experiential Approach to Marketing Research Education
MINTON et al (2021) While this type of course may not be for every instructor, there are ways that the course can be modified to make it more easily implementable by faculty with various backgrounds. This article introduces a novel approach to teaching marketing research through an experiential learning course focused on nature therapy, where students develop a marketing plan for a nature therapy business culminating in a backpacking trip to lead their experiences. It addresses challenges in engaging students and retaining course material by immersing them in hands-on, real-world applications. Themes from student reflections highlight increased engagement, autonomy, positive associations with challenging material, and improved retention and application of concepts. Challenges include logistical considerations like location and timing, and the course is best suited for advanced business students. Overall, the outdoor-centered experiential learning pedagogy offers promising benefits for teaching marketing research effectively.
Neuroscience in Marketing are Insights for Effective Strategies
CAMERER et al (2015) This special issue highlights the growing significance of neuroscientific approaches in addressing marketing-related questions. The articles within cover a range of topics, showcasing how neuroscience can offer insights into consumer behavior and decision-making processes. The use of various neuroscientific methods such as fMRI, EEG, and single-neuron recording demonstrates the diversity in approaches to studying consumer behavior. From understanding implicit processes to uncovering individual differences and predicting market outcomes, the articles provide valuable contributions to both marketing theory and practice. Importantly, the integration of neuroscience into marketing research holds promise for improving predictions of consumer choices at both individual and aggregate levels. Overall, the special issue underscores the potential for neuroscientific methods to enhance our understanding of consumer behavior and inform marketing strategies effectively.
Exploring Management Dynamics and Insights from Case Studies
BONOMA (1985) While they often focus on specific problems relevant to firm management, they can also be used to study the functioning of healthy management or marketing organizations. These studies rely on multiple data sources, including verbal reports, observations, financial data, market performance metrics, and competitive information, to provide a comprehensive understanding of the business unit under study. Perceptual triangulation is emphasized, highlighting the importance of considering the perceptions of both actors and observers. Moreover, cases should reflect the contextual and temporal dimensions of management actions, offering insights beyond static snapshots of events. Direct observation by trained observers is essential for interpreting management behavior and understanding the meanings attributed to events. Overall, case methodology involves skilled clinical judgments about what to observe and how to interpret the significance of management actions within the broader context, emphasizing the researcher’s perception of management’s meanings rather than an objective reality.
Overall Summary:
Addressing the niche area of marketing research focused on elderly consumers, emphasizing the importance of understanding their behavior and suggesting future research directions for comprehensive studies. Exploring the often overlooked aspect of ecological validity in academic marketing research, advocating for practical steps to improve research quality and real-world relevance. Investigating the challenges faced by pharmaceutical marketers in rebuilding trust and promoting innovation, highlighting the need for practical solutions to enhance industry perceptions. Contrasting academic marketing research with research used for shaping public policy, emphasizing the importance of practical, impactful studies for policymakers. Discussing the significance of field experiments in marketing research, showcasing their advantages and practical applications in understanding consumer behavior. Addressing challenges in qualitative research methodology and providing solutions to enhance the quality and effectiveness of research in marketing. Analyzing the methodological aspects of research published in the Journal of Public Policy & Marketing, highlighting diverse approaches to addressing real-world problems. Introducing a novel approach to teaching marketing research through experiential learning focused on nature therapy, emphasizing hands-on, real-world applications for student engagement. Highlighting the growing significance of neuroscientific approaches in addressing marketing-related questions and their potential to enhance understanding of consumer behavior. Exploring the use of case methodology to study management and marketing organizations, emphasizing the importance of considering diverse perspectives and contextual factors for comprehensive understanding.
References:
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BERG, H.; LILJEDAL, K. T. Elderly consumers in marketing research: A systematic literature review and directions for future research. International Journal of Consumer Studies, [s. l.], v. 46, n. 5, p. 1640–1664, 2022. DOI 10.1111/ijcs.12830.Disponívelem:https://research.ebsco.com/linkprocessor/plink?id=007191f6-4b47-3ae5-98af-2dcbd36b93a1. Acesso em: 24 fev. 2024.
BONOMA, T. V. Case Research in Marketing: Opportunities, Problems, and a Process. Journal of Marketing Research (JMR), [s. l.], v. 22, n. 2, p. 199–208, 1985.DOI10.2307/3151365.Disponívelem:https://research.ebsco.com/linkprocessor/plink?id=3ee5d096-35f7-32f0-9a5b-e9fee7bf1386. Acesso em: 24 fev. 2024.
CAMERER, C.; YOON, C. Introduction to the Journal of Marketing Research Special Issue on Neuroscience and Marketing. Journal of Marketing Research (JMR), [s. l.], v. 52, n. 4, p. 423–426, 2015. DOI 10.1509/0022-2437-52.4.423. Disponível em: https://research.ebsco.com/linkprocessor/plink?id=8c4a598b-c42b-3ca6-8ac4-941811be70b2. Acesso em: 24 fev. 2024.
CRICK, J. M. Qualitative research in marketing: what can academics do better? Journal of Strategic Marketing, [s. l.], v. 29, n. 5, p. 390–429, 2021. DOI 10.1080/0965254X.2020.1743738.Disponívelem:https://research.ebsco.com/linkprocessor/plink?id=81a9d560-7ba1-3d1f-a266-7d0906859a8e. Acesso em: 24 fev. 2024.
GNEEZY (2017) Field Experimentation in Marketing Research. Journal of Marketing Research (JMR), [s. l.], v. 54, n. 1, p. 140–143, 2017. DOI 10.1509/jmr.16.0225.Disponívelem:https://research.ebsco.com/linkprocessor/plink?id=c3ee726a-310d-3da5-952e-cb5f6f372441. Acesso em: 24 fev. 2024.
MINTON, E. A.; KRSZJZANIEK, E. J. Enhancing Marketing Research Learning Outcomes Using the Outdoors. Marketing Education Review, [s. l.], v. 31, n. 2, p. 93–98, 2021. DOI 10.1080/10528008.2020.1802293. Disponível em: https://research.ebsco.com/linkprocessor/plink?id=99ef4b13-2bb4-3b2d-ae02-24be647e9e6b. Acesso em: 24 fev. 2024.
MORGAN at al. (2022) Practitioner Perspectives on Key Challenges in Pharmaceutical Marketing and Future Research Opportunities. Journal of Public Policy & Marketing, [s. l.], v. 41, n. 4, p. 368–382, 2022. DOI 10.1177/07439156221112304.Disponívelem:https://research.ebsco.com/linkprocessor/plink?id=eb6bbc00-7da3-31cf-a4c0-49cf56078f3f. Acesso em: 24 fev. 2024.
PAUWELS at al. (2022) Models That Matter: How Quantitative Marketing Research Can Impact Public Policy. Journal of Public Policy & Marketing, [s. l.], v. 41, n. 3, p. 206–210, 2022. DOI 10.1177/07439156221098388. Disponível em: https://research.ebsco.com/linkprocessor/plink?id=e8e0fc1f-3e84-3c0a-97c7-db412fa6928b. Acesso em: 24 fev. 2024.
VAN HEERDE, H. J. et al. Reality Check: Infusing Ecological Value into Academic Marketing Research. Journal of Marketing, [s. l.], v. 85, n. 2, p. 1–13, 2021. DOI 10.1177/0022242921992383.Disponívelem:https://research.ebsco.com/linkprocessor/plink?id=6496a1b8-00b1-3616-83b2-92cb39dc39e4. Acesso em: 24 fev. 2024.