The Declining use of the Term Market Research

Nunan, Daniel

doi:10.2501/ijmr-2016-031

Cited by 6 publications

(7 citation statements)

References 18 publications

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“…This may sound like a semantic issue, but labels carry meaning and influence how a program is perceived. Reflecting this, the use of the term market research to describe services delivered by research agencies has reduced substantially over the last decade (Nunan, 2016). Identification of markets is a process that can more easily be carried out outside an organization and thus lend itself toward external data collection.…”

Section: What Is the Role Of Market Research In The Curriculum?mentioning

confidence: 99%

Rethinking the market research curriculum

Nunan

Domenico

2018

International Journal of Market Research

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Addressing the challenge of aligning how market research is practiced and how it is taught has been a recurrent theme in the marketing education literature. Recently, the growth of digital marketing and new forms of customer data have disrupted many traditional aspects of marketing practice. Companies are increasingly able to collect data directly from their customers, via large technology firms or from specialist data providers. This has reduced the demand for the traditional fieldwork-based data collection that remains a core focus within the market research curricula. This article considers the past, present, and future role of market research education in the light of the changing practitioner environment. An audit of market research courses is carried out, weaknesses identified, and suggestions made to better align market research courses with evolving skills requirements. More broadly, the article challenges educators to evaluate the extent to which the marketing curriculum can respond to the disruptions brought by the emerging digital economy.

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Section: What Is the Role Of Market Research In The Curriculum?mentioning

confidence: 99%

Rethinking the market research curriculum

Nunan

Domenico

2018

International Journal of Market Research

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“…As market researchers embrace their role as ‘insights’ professionals (Nunan, 2016, 2020), they face both opportunities and challenges. The insights notion may be a fitting but deceptively simple label.…”

Section: Discussionmentioning

confidence: 99%

“…One of the main risks for the market researcher is becoming a technical supplier limited to the marketing department (Nunan, 2016). This risk increases without access to top management.…”

Section: Discussionmentioning

confidence: 99%

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The Insights Industry: Towards a Performativity Turn in Market Research

Ruiz

2021

International Journal of Market Research

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While market research has been the cornerstone of the intelligence ecosystem, the emergence of ‘insights’ vendors is re-shaping the market. Adjacent practices, ranging from competitive intelligence, social listening and data science, could relegate market research to legacy status in firms. This investigation explores how expert market researchers respond to the commoditisation of market research techniques and their diminishing access to the client’s organisation to address this issue. The findings show that market researchers are adapting – effectively reinventing themselves as ‘insights’ professionals – through the following four initiatives: (1) offering solution services, (2) creating architectures that integrate organic and designed data, (3) making heroes in the client’s organisation and (4) forging performative relationships based on strategic guidance. These initiatives shift market research from ostensive (descriptive or declarative) to performative (effectual or actionable). Theoretically, the article conceptualises the changes in the market research industry through the performativity lens.

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“…The research done by marketing academics is typically not read and appreciated by practitioners, regardless of how relevant to practice this research is. This divergence between academic practice, whether in teaching or research, and industry practice, occurs in marketing education too, as noted by Nunan and Di Domenico (2019) and Nunan (2016Nunan ( , 2017). Nunan's work identifies the threat to market research of digital marketing and new types of customer data, in many cases collected directly from customers or supplied by intermediary data providers, replacing wholly or partly traditional fieldwork-based data collection on which market research curricula are focused.…”

Section: Relevance Gap In Marketing Educationmentioning

confidence: 97%

Distribution of Marketing Research Material to Universities: The Case of Archive of Market and Social Research (AMSR)

Tzempelikos

Kooli

Stone³

et al. 2020

Journal of Business-to-Business Marketing

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Findings -The interviews with librarians provided insight about how AMSR could be distributed to university libraries and how it could be accessed. The findings highlight the role of university academics in specifying the content of marketing and market research. They focus on 'real world' management problems to deliver research with impact and relevant teaching. Therefore, they need company and industry information and are more likely to use current sources.Research implications -The study maps the process of acquisition of marketing and market research content by universities and identifies the different roles involved in this process. The study is in line with the emerging literature that focuses on the role of education in explaining the relevance gap in marketing research. The study contrasts between the situation in the university market and industrial buying, and adds to our understanding of the complexities associated with the distribution of the marketing research material. The result is expected to be a much sharper focus for the marketing of the archive material, leading to greater use of recent high-quality market research by marketing educators, and changes to marketing and market research syllabuses.Practical implications -The study provides insight about how suppliers (whether content generators, aggregators, packagers or distributors of content) of market and marketing research should market to universities and ensure the use of their information resources by students and teachers and how they should. The findings of the study contribute to understanding customer needs and shaping a new service product proposition. In addition, the study provides insight into how university students and staff access and should access commercial research on marketing from the market research industry (in particular from the Archive of Market and Social Research) and use it in their learning, so that their knowledge will be more up to date and their employability will be increased.Originality/value -The paper adds several insights to the issue of distribution of marketing research material to universities. The paper relates to the marketing of information resources to universities, specifically to the work of the Archive of Market and Social Research, in marketing their information assets to universities, and more specifically the relationship between the "push" of suppliers, libraries, journal and textbook suppliers and information aggregators (such as EBSCO and JISC) and the pull coming from academic researchers and lecturers, who might use this information in their teaching and research. The present study can be seen as a classic case study of understanding of buyer behaviour, but in a modern world of information platforms, aggregation and the digital economy.

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The Declining use of the Term Market Research

Cited by 6 publications

References 18 publications

Rethinking the market research curriculum

Rethinking the market research curriculum

The Insights Industry: Towards a Performativity Turn in Market Research

Distribution of Marketing Research Material to Universities: The Case of Archive of Market and Social Research (AMSR)

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