Forum - The strength of British market research is British market researchers: a reply to Piercy

Clive Boddy and Robin Croft

In his Viewpoint in IJMR 48, 3, Nigel Piercy argued that market researchers are obsessed with technique and methodology, rather than providing leadership in management learning.
  

Forum – The strength of British market research is British market researchers: a reply to Piercy

Clive R. BoddyMiddlesex University Business School

Robin CroftUniversity of Glamorgan Business School

INTRODUCTION

Nigel Piercy, in the International Journal of Market Research,48,3, argued that the trouble with marketing research is marketing researchers. The arguments he puts forwards are well known in academic marketing circles, where there is said to be a problem with the relevance of academic research to marketing practitioners. This is deemed to have come about because of the dominance of quantitative scientific research in...

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