There is concern that academic research in marketing does not sufficiently support firms confronting today's hostile business conditions. This paper offers a perspective on enhancing the relevance and rigour of research in marketing. It takes the view that rigorous research conducted on issues...

“Research has a value that does not depend on how true it is” is a quote from Griseri's call for management researchers to concern themselves less with scientific validity and more with relevance, striking a chord within the marketing academy in the light of criticism of the lack of progress...

Purpose – To determine the impact of price on consumer decision making in online environments. Design/methodology/approach – Uses a conjoint experiment to investigate the trade‐offs customers make when choosing and to establish their relative weights in online and offline situations....

Purpose – Proceeding from the widely accepted but relatively untested premise that the gathering of intelligence via market research is central to business success, this paper reports a study investigating the extent to which the type of research carried out influences the level of business...

Purpose – This paper seeks to investigate the influence of Porter's strategy types on the use of customer relationship management (CRM) techniques and traditional market research, against theoretical and empirical evidence that differences in strategy types may result in variation in favoured...

Purpose – The purpose of this paper is to help exporting companies to increase the performance of their exporting activities through collecting sound export information and using it effectively. Specifically, the research objective is to determine the effects of the export information sources,...

Purpose – The purpose of this paper is to better understand current concept testing practice and its role in the new product development process; identify the relationship, if any, between concept testing design and perceptions of its effectiveness; determine what evidence product managers or...

Purpose – The purpose of this paper is to explore the ways in which anthropological research, specifically ethnography, can be useful in an integrated marketing communication (IMC) approach. Design/methodology/approach – Starting from a brief description of the different ways in which the...

Complexity and uncertainty have increasingly become the key elements in the operating environment for UK financial services firms in the last decade. These environmental pressures have pushed financial services organisations into developing marketing information and research strategies which...

Marketing management is often portrayed as an information‐intensive process. Indeed the willingness to spend on market research is seen by some as a proxy for marketing orientation[1]. In the best firms this information is processed and disseminated by means of marketing information systems;...