Marketing Research: Current State and Next Steps

Brazilian Journal of Marketing - BJMkt Revista Brasileira de Marketing – ReMark Special Issue v.17n.5. October 2018

Georgia Tech Scheller College of Business Research Paper No. 18-41

19 Pages Posted: 28 Oct 2018

See all articles by Naresh K. Malhotra

Naresh K. Malhotra

Georgia Institute of Technology - Scheller College of Business

Date Written: August 27, 2018

Abstract

We highlight the current state-of-the-art and identify trends that are likely to shape the role of marketing research in the future. We discuss the growing importance of marketing research and some of the factors that are driving its importance. The redefinition of the marketing researcher and the line of demarcation between marketing research and marketing management, and thus the distinction between marketing researchers and marketing managers, that is becoming thinner and thinner, is described. The sheer availability of secondary data is driving their importance. In a paradigm shift, more and more marketing research is and will be undertaken as part of normal on-going business operations, rather than in response to specific marketing problems or opportunities.

Keywords: Marketing Research, Marketing Researchers, Brazilian Journal of Marketing, Marketing Managers

JEL Classification: M1, M31, M3, M30

Suggested Citation

Malhotra, Naresh K., Marketing Research: Current State and Next Steps (August 27, 2018). Brazilian Journal of Marketing - BJMkt Revista Brasileira de Marketing – ReMark Special Issue v.17n.5. October 2018 ; Georgia Tech Scheller College of Business Research Paper No. 18-41. Available at SSRN: https://ssrn.com/abstract=3260849

Naresh K. Malhotra (Contact Author)

Georgia Institute of Technology - Scheller College of Business ( email )

800 West Peachtree St., NW
Atlanta, GA 30308-1149
United States

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