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| Author: | Baines, P.R. (et al.) |
| Title: | Examining the academic/commercial divide in marketing research |
| Journal: | European Journal of Marketing
2009 : VOL. 43:11/12, p. 1289-1299 |
| Index terms: | market research academic staff attitudes United Kingdom |
| Freeterms: | generation and dissemination of information |
| Language: | eng |
| Abstract: | The article comments on the differences in perceptions existing between academic and professional marketing researchers, who act as creators of new marketing knowledge. The study examines how academics and practitioners can work together better. The results indicate that both academics and practitioners have relatively congruent views about the advantages and disadvantages of each other's approach to research. Both of these groups, although, believe that could do more to make their research more explicable and accessible to each other. |
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