Volltext-Downloads (blau) und Frontdoor-Views (grau)

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.

Export metadata

Additional Services

Search Google Scholar


Author of HS ReutlingenSchütz, Tobias
Erschienen in:The marketing review
Publisher:Westburn Publ.
Place of publication:Helensburgh
Document Type:Journal article
Publication year:2018
Tag:customer research; data analysis; market research; research design; research methods
Page Number:15
First Page:97
Last Page:111
DDC classes:380 Handel, Kommunikation, Verkehr
Open access?:Nein