Learning from giants – exploring, classifying and analysing existing knowledge on market research
Agnes NairnEM Lyon
Pierre BerthonBentley College
Arthur MoneyHenley Management College
Centuries of wisdom agree that the human race is more likely to advance its thinking if it builds on what has gone before. Yet too many market research papers simply present empirical data with scant reference for how the findings advance our existing body of knowledge.
Practitioners may justifiably argue that clients don't want reams of academic justification but need sound, succinct analysis of current data to help them make better marketing...