Renewing the original bonds - let's put psychology back into market research (and marketing!)

David Bakken

Market research has its roots in psychological theory and method, but there is a growing gap between psychological understanding and market research practice.

Renewing the original bonds – let's put psychology back into market research (and marketing!)

David BakkenHarris Interactive, United States

PREFACE

Market research has its roots in psychological theory and method, but there is a growing gap between psychological understanding and market research practice. Marketers today often rely on implicitor naïve explanations rather than formal theories of behavior, and these implicit explanations guide the design of research and interpretation of findings. This paper compares implicit approaches to branding and segmentation with approaches that are grounded in theories of learning and motivation, offering a case study to demonstrate the...

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