The declining use of the term market research: An empirical analysis

This paper analyses the use of the term ‘market research’ in a contemporary context.
Nunan

The declining use of the term market research: An empirical analysis

Daniel Nunan

Birkbeck, University of London

Introduction

Reflection on the state and future of the field is a common characteristic across professions. Indeed, writers on the sociology of the professions have noted that the strength of a profession can be measured by the extent to which it debates its own existence (Freidson 2001). For example, while medicine is typically considered the archetypal profession, books predicting the decline of its professional status remain bestsellers among members of the medical profession (e.g. Tallis 2004; Le Fanu 2011). Although the debate...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands