dc.contributor.author |
Baines, Paul R. |
- |
dc.contributor.author |
Brennan, Ross |
- |
dc.contributor.author |
Gill, Mark |
- |
dc.contributor.author |
Mortimore, Roger |
- |
dc.date.accessioned |
2012-05-08T23:02:58Z |
|
dc.date.available |
2012-05-08T23:02:58Z |
|
dc.date.issued |
2009-01-01T00:00:00Z |
- |
dc.identifier.citation |
Paul R. Baines, Ross Brennan, Mark Gill, Roger Mortimore, (2009) Examining the academic/commercial divide in marketing research, European Journal of Marketing, Volume 43, Issue 11/12, pages 1289-1299 |
|
dc.identifier.issn |
0309-0566 |
- |
dc.identifier.uri |
http://dx.doi.org/10.1108/03090560910989894 |
- |
dc.identifier.uri |
http://dspace.lib.cranfield.ac.uk/handle/1826/7131 |
|
dc.description.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. |
en_UK |
dc.publisher |
Emerald Group Publishing Limited |
en_UK |
dc.title |
Examining the Academic/Practitioner Divide in Marketing Research |
en_UK |
dc.type |
Article |
- |