Viewpoint: Marketing research education in the Big Data era

Leo Paas

The excellent and timely Nunan and Di Domenico International Journal of Market Research (IJMR) paper addressed the stagnant state of many marketing research courses.

Nunan and Di Domenico (2018) suggested that marketing research courses should be renamed to "marketing analytics," which is also consistent with a book title published by Venkatesan, Farris, and Wilcox (2014). Such rebranding is needed, although courses entitled "customer intelligence" or "customer insights" further emphasize the relevance of retaining current customers and developing their lifetime value in the mature markets of many contemporary Western economies.

Redefining the content of quantitative marketing courses

Next to this name-based repositioning, the content of analytics courses in the marketing discipline should include transactional data, which have become of increasing strategic relevance. Furthermore, Big Data,...

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