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| Author: | Brinberg, D. Hirschman, E. C. |
| Title: | Multiple orientations for the conduct of marketing research : an analysis of the academic/practitioner distinction. |
| Journal: | Journal of Marketing
1986 : OCT, VOL. 50:4, p. 161-173 |
| Index terms: | MARKETING RESEARCH CONSUMER BEHAVIOUR MODELS |
| Language: | eng |
| Abstract: | The distinction between academic and practitioner oriented research has been used to justify one type of research by highlighting the limitations of the other. A validity network scheme developed by Brinberg and MacGrath is used to characterize academic and practitioner orientations in research. Three extended examples,research using the Fishbein theory of reasoned action, casual modelling and consumer satisfaction/complaining behavior illustrate the use of both academic and practitioner orientations. Both are held necessary for understanding marketing problems. |
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