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
Date Written: 2018
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
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