Abstract:

In the past thirty years we have witnessed enormous productivity in market research techniques in marketing. Techniques have been developed to advance marketing knowledge and to aid management decision making. The fact that there is a great deal of research that advances market research still leaves open the question of business implementation and strategic impact. While management use of advanced marketing research techniques is on the rise, we examine the question: 'why are so many techniques developed but not used?'. More specifically we discuss: What can and should be done to bridge the gap between marketing science and marketing practice? What can we do to ensure closer alignment in future advances in marketing science and marketing practice to deliver mutually beneficial outcomes for both communities?. We consider these questions in more detail for an important subset of marketing research techniques, viz. market response models.