The Dark Corners Where Research Strategies Hide: Throwing Light at the Intersection of the New and the Old.

• Autores: Pat LaPointe
• Localización: Journal of Advertising Research, ISSN 0021-8499, Vol. 53, Nº 1, 2013, págs. 9-10
• Idioma: inglés
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• Resumen

  • The author offers opinions on marketing management and marketing research. It is argued that the need to balance marketing science with commercial pragmatism in research is threatened by the tendency of some marketing researchers to retain a faith in older methods while others embrace new methodologies, creating confusion among marketing executives in charge of research as to which methodologies and resulting marketing strategies are most effective. It is stated that Big Data, the enormous amount of information on consumers generated by Internet use, should improve both research methodology and the decision making of marketing executives.