Looking to make make a big impact with your research? Two leading marketing researchers recently provided insights about the ways in which marketing research affects industry practice at the AMA Winter Academic Conference. Here’s what they had to say:
V. Kumar
V. Kumar, Professor of Marketing at Georgia State University and former Editor-in-Chief of the Journal of Marketing, outlines the five kinds of marketing research papers that can provide valuable insights to industries and help shape industry best practices:
1. Review-based
2. Field experiment based
3. Data-based modeling
4. Theory-based
5. Behavior-based
Raj Grewal
Raj Grewal, Editor-in-Chief of the Journal of Marketing Research, covers the progression of academic marketing research’s influence on industry practice, beginning with identifying customer needs and developing through to linking customer needs to firm value.
In the future, academic–practitioner alliances will advance the field by keeping the lines of communication open: academic research can influence industry practice, and the data that industries collect (i.e., big data) can help academics to inform practice, change practice, and build new knowledge.