TY - JOUR U1 - Wissenschaftlicher Artikel A1 - Sarstedt, Marko A1 - Schütz, Tobias T1 - Customer research : time for second thoughts JF - The marketing review N2 - The limited focus on particular research designs, data analysis methods, and research objects frequently characterise customer research projects. However, standard practice regarding researching certain phenomena is not always correct, and, in many cases, could provide misleading results. In this paper, we call for a more holistic approach to customer research, which considers the entire research design and data analysis toolbox, while also recognising the importance of consumer groups other than costumers. At the same time, we call for using simple data analysis methods, which often suffice to show relevant effects, instead of overemphasising method complexity as is often the case in top-tier journals. Based on our discussion, we offer researchers and practitioners concrete recommendations for advancing their research design and data analyses. KW - customer research KW - research design KW - market research KW - research methods KW - data analysis Y1 - 2018 SN - 1469-347X SS - 1469-347X U6 - https://doi.org/10.1362/146934718X15208754808234 DO - https://doi.org/10.1362/146934718X15208754808234 VL - 18 IS - 1 SP - 97 EP - 111 S1 - 15 PB - Westburn Publishers CY - Helensburgh ER -