Contemporary Disruptions in the Realm of Research Methods in Marketing

Iacobucci, Dawn (2018), “Contemporary Disruptions in the Realm of Research Methods in Marketing,” in Atul Parvatiyar and Raj Sisodia (eds.), Handbook of Marketing Advances in an Era of Disruptions: Essays in Honor of Professor Jagdish Sheth, 391-400.

14 Pages Posted: 29 Jul 2019

See all articles by Dawn Iacobucci

Dawn Iacobucci

Vanderbilt University - Marketing; Vanderbilt University - Marketing

Date Written: 2018

Abstract

This paper considers three classes of disruptions in marketing research methods. The disruptions are both positive and negative, and both academic and managerial. They are occurring in the realms of big data, online surveys and data integration.

Keywords: marketing research

Suggested Citation

Iacobucci, Dawn and Iacobucci, Dawn, Contemporary Disruptions in the Realm of Research Methods in Marketing (2018). Iacobucci, Dawn (2018), “Contemporary Disruptions in the Realm of Research Methods in Marketing,” in Atul Parvatiyar and Raj Sisodia (eds.), Handbook of Marketing Advances in an Era of Disruptions: Essays in Honor of Professor Jagdish Sheth, 391-400., Available at SSRN: https://ssrn.com/abstract=3425990 or http://dx.doi.org/10.2139/ssrn.3425990

Dawn Iacobucci (Contact Author)

Vanderbilt University - Marketing ( email )

Nashville, TN 37203
United States

Vanderbilt University - Marketing ( email )

Nashville, TN 37203
United States

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