Woman's Role in Market Research

Arnold, Pauline

doi:10.1177/002224294701200111

Cited by 3 publications

(5 citation statements)

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“…In the examples above and throughout her writing, Arnold explicitly acknowledged what was obvious to most marketers of that era – most market research was concerned with consumer goods that were largely designed and developed for women, bought by women, and used by women (Arnold, 1947). It was precisely for that reason that Arnold felt she, and other women, had a distinctive and useful role to play in the market research profession.…”

Section: Market Research Corporation Of America: 1934‐1951mentioning

confidence: 99%

“…Similarly, she believed that women had relatively greater human interest, patience, understanding, and a greater capacity for detail work than did men. Thus, women were generally better qualified than men to design questionnaires investigating the “feminine domestic spheres of the retail market” (Arnold, 1947, p. 88). As market researchers, women were more in touch with the reality of most domestic product usage situations.…”

Section: Market Research Corporation Of America: 1934‐1951mentioning

confidence: 99%

“…That point was vividly illustrated by Arnold in describing a product testing study for dish‐washing soap. “For the purposes of the study, I was able to bring into the picture the accumulated dish‐washing experience of a lifetime and to persuade the clients that it offered a more realistic approach than their laboratory hypotheses” (Arnold, 1947, p. 89), the not‐too‐subtle inference being that men had no such lifetime of experience as dish‐washers. There were also some products for which only women researchers could deal effectively because of the personal nature of the information required.…”

Section: Market Research Corporation Of America: 1934‐1951mentioning

confidence: 99%

“…She even had a rationale for women to excel in gathering information about technical industrial markets where women of that era would admittedly have had less knowledge than men. In such situations, according to Arnold, a resourceful woman's innocence of technology could be turned to her advantage “by playing up her ignorance to the great, all‐knowing male” and in the process get better, more detailed answers than a man who meets the interviewee as an equal (Arnold, 1947, p. 90).…”

Section: Market Research Corporation Of America: 1934‐1951mentioning

confidence: 99%

“…Numerous other published works by Arnold also provided insights into her interests and achievements. Themes running throughout that work include radio audience measurement (Arnold, 1933, 1934a, b, 1935a, b), women in market research (Arnold, 1947), industry studies (Arnold, 1935c, d, Arnold and White, 1959, 1960, 1961, 1968), history (Arnold, 1936, 1967), and the marketing concept – the notion that understanding and meeting consumers' needs was essential to successful marketing (Arnold, 1935e, 1937, 1938).…”

Section: Introductionmentioning

confidence: 99%

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Pauline Arnold (1894‐1974): pioneer in market research

Jones

2013

Journal of Historical Research in Marketing

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PurposeThe purpose of this paper is to provide a biographical sketch of Pauline Arnold focusing on her pioneering contributions to the field of market research.Design/methodology/approachArchival source material included the Pauline Arnold Collection at the University of Minnesota and the Lucy Sallick Papers including correspondence, unpublished documents, and the transcript of a 1995 oral history interview with Matilda White Riley, who was Pauline Arnold's stepdaughter. Primary historical source material includes the scholarship, both published and unpublished, of the subject. An important primary, published source for this study is the periodical, Market Research, to which Arnold contributed under the auspices of the Market Research Corporation of America from 1934 through to 1938.FindingsPauline Arnold's contributions to the field of market research are documented.Originality/valuePauline Arnold has been cited as having made important but neglected contributions to market research, including her advocating an understanding of customers' motives, needs, and wants. However, there is no published account of Arnold's life and work.

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Section: Market Research Corporation Of America: 1934‐1951mentioning

confidence: 99%

Section: Market Research Corporation Of America: 1934‐1951mentioning

confidence: 99%

Section: Market Research Corporation Of America: 1934‐1951mentioning

confidence: 99%

Section: Market Research Corporation Of America: 1934‐1951mentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 3 more Smart Citations

Pauline Arnold (1894‐1974): pioneer in market research

Jones

2013

Journal of Historical Research in Marketing

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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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The Declining use of the Term Market Research

Nunan

2016

International Journal of Market Research

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This paper analyses the use of the term ‘market research’ in a contemporary context. Although the term is well established as an industry definition, its use and meaning have become increasingly contested. This study brings together empirical data from a range of sources that reflect key stakeholders within the market research sector. Findings suggest that the term ‘market research’ has become increasingly marginalised amongst these key stakeholders. Few of the leading research firms use this term to describe their core activity, and data suggest that wider use of the term has declined over the past decade. Where ‘market research’ is used, the term is typically demoted to describing a set of skills rather than a strategic concept around adding value. A number of explanations for this are explored, including isomorphism among research firms, the role of research in generating value, and the broader economic context in which research takes place. Finally, the paper considers whether continuing use of the term is beneficial to the future success of the research sector.

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Woman's Role in Market Research

Cited by 3 publications

References 0 publications

Pauline Arnold (1894‐1974): pioneer in market research

Pauline Arnold (1894‐1974): pioneer in market research

Rethinking the market research curriculum

The Declining use of the Term Market Research

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