Marketing Science and Market Research: Bridging the Gap
Peter S.H. LeeflangUniversity of Groningen, The Netherlands.
In the past thirty years market research techniques have diffused in the practitioners' community. Leading firms, especially in consumer goods and services, database marketing companies and traditional market research companies develop and use increasingly sophisticated models and techniques. The successful implementation of techniques depends on data availability, the methodology used, and other characteristics. It appears, however, that sophistication in techniques are often not conducive to acceptance. Research on actual use of techniques is scarce. A recent study focused on the application of segmentation...