TY  - JOUR
U1  - Zeitschriftenartikel, wissenschaftlich - begutachtet (reviewed)
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  -