haku: @indexterm market research / yhteensä: 2057
viite: 15 / 2057
Tekijä:Baines, P.R. (et al.)
Otsikko:Examining the academic/commercial divide in marketing research
Lehti:European Journal of Marketing
2009 : VOL. 43:11/12, p. 1289-1299
Asiasana:market research
academic staff
attitudes
United Kingdom
Vapaa asiasana:generation and dissemination of information
Kieli:eng
Tiivistelmä: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.
SCIMA tietueen numero: 270091
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