Informed Eclecticism: A Research Paradigm for the 21st Century

Andy Barker, Nigel Spackman and Clive Nancarrow

The authors build on their paper presented at the MRS Conference 2000, reporting on a large-scale study among MRS members and their vision of the future for the marketing research industry.
  

Informed Eclecticism: A Research Paradigm For The TwentyFirst Century

Andy BarkerClive Nancarrowand   Nigel Spackman

Introduction

With the pace of change escalating, many organisations are struggling to adapt, never mind proactively anticipate and seize opportunities. Leadingedge businesses are learning to challenge accepted wisdom in order to help identify potential new opportunities. Is the use of 'market research' in its current state a wisdom that will increasingly be challenged? We believe so. This paper sets out to define the current thinking within the industry on marketing research 'theory and methodology' or more properly marketing research...

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