Abstract:

The following discussion points out that much research is unusable because it is conducted out of context with marketing problems. This in turn is linked to the historical development of the research function. Re-organization and integration of the research function is identified as a potential source for making research more actionable. In this context, the dual role of the researcher is described. Another problem discussed deals with the over-enthusiasm for, and thus misuse of research. Finally, the "feedback" provided by research is described as the means by which the consumer - and not the corporation - orders the marketplace. In the last five years, two apparently contradictory themes have emerged in the dialogue concerning marketing research and its contribution to marketing in the United States. On the one hand, there is a growing cry for more research, and on the other, a growing concern that much of it is unproductive. The purpose of this paper is to explore the problem of unproductive research and the conditions that promulgate it.