Seeing jazz – doing research1

Michael K. Mills
University of Southern Queensland

A growing amount of discourse suggests that market research as a profession needs to make some changes (see Dolan & Ayland 2001; Chadwick 2006; Garcia-Gonzalez 2006; Gordon 2006; Keegan 2007; McDonald 2008). Perhaps most important is the call for the profession to get closer to managerial decision-making, to become more flexible, more active participants in decision-making, and to practise a more holistic approach to research and interpretation (Smith 2006).

This journal has been the site of much such commentary. For example, Smith (2006) notes the 'emergence of a new category of market research' that we could describe as the 'development of reasoned, robust arguments based on a firm understanding of customers', and goes on to suggest that