An action-packed session of scientific experiments and brain tricks to demonstrate the power of the consumers unconscious mind as well as your own.
Marketing Research is embroiled in an attempted coup d'etat, where many of the old values of a scientific discipline are being shed in favor of the exciting new possibilities of a Web 2.0 world. This paper suggests that it is not yet time to abandon science; there remains a fundamental need for going beyond observational research to gain a deeper understanding of our brands and our research methods. We argue that there are many frontiers remaining to be understood (advertising, branding, category management, etc.) and that our science is better served by solving our existing problems than by looking for new ones.
This paper shows how scientific thinking has wrongly influenced the way qualitative research is sometimes conducted. It argues that qualitative market research is almost entirely an art. It enumerates a number of techniques and skills that are used by good qualitative market- researchers which are not at all scientific.
This paper is a presentation of an actual Market Information System established at the Marketing Institute at the Copenhagen Business School. It is a user oriented system, aiming at helping the Market Manager to fully use the information value of different databases. The scientific approach to the MIS is classic information theory, including statistical methods, and model building. The fundamental is the numerous electronic databases that are integrated in the system, and the paper reveals a number of problems found in databases that must be solved before the demand for information will increase. The Market Information System is implemented in science and education, and a full demonstration will take place.
It may be useful to open this article by asking what is the present-day state of the Art; where does marketing research stand today. Certainly, it is no longer in its infancy, and if the postwar period was one of somewhat troubled adolescence, the whole field shows unmistakable signs of growth. Marketing research today stands on the threshold of its most productive years . In the post-war period , marketing research stressed techniques; with the emergence of an integrated approach, the focus has shifted to being more problem orientated and more scientific. There is, however, some controversy as to whether marketing research is , in fact, 'scientific'.
Operations Research, in two ways, has established the basis for a new universalism. For one thing, operations research is concerned with the entire system of an organisation or enterprise inclusive of all its executives and their functions secondly operations research links quite heterogeneous sciences in working at a problem. Individual universalism is replaced by universalism in a team. The elements of Operations Research, in and by themselves, are nothing basically new; what is really new that is the method of combining those elements in systematical scientific research.
Operations Research, in two ways, has established the basis for a new universalism. For one thing, operations research is concerned with the entire system of an organisation or enterprise inclusive of all its executives and their functions secondly operations research links quite heterogeneous sciences in working at a problem. Individual universalism is replaced by universalism in a team. The elements of Operations Research, in and by themselves, are nothing basically new; what is really new that is the method of combining those elements in systematical scientific research.