Customer research : time for second thoughts

  • 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.

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Metadaten
Name:Schütz, Tobias
DOI:https://doi.org/10.1362/146934718X15208754808234
ISSN:1469-347X
eISSN:1472-1384
Erschienen in:The marketing review
Publisher:Westburn Publ.
Place of publication:Helensburgh
Document Type:Article
Language:English
Year of Publication:2018
Tag:customer research; data analysis; market research; research design; research methods
Volume:18
Issue:1
Pagenumber:15
First Page:97
Last Page:111
Dewey Decimal Classification:380 Handel, Kommunikation, Verkehr
Access Rights:Nein