Marketing Research in the 21st Century: Opportunities and Challenges

Abstract

The role of marketing for consumers and businesses is rapidly evolving (Ferrell, Hair, Marshall Tamilia 2015). Indeed, the marketing function is fundamentally changing as a result of the digital transformation, data, data analytics and most recently, personal mobile devices, such as infusion software, which track time as individuals work or play, can search for local businesses or customers while in a coffee shop, send an invoice or quote from a clients office, and much more (Shah et al 2014). Marketing research design and analysis methods are also changing rapidly (Hair, Black, Babin Anderson 2019). These changes are emerging from transformations in management skills (Henke, Levine McInerney 2018; Davenport 2018), technological innovation, particularly in the digital space (Davenport 2018), and continuously evolving customer behavior (needs and expectations) (Wedel Kannan 2016). To continue being relevant, marketing research must remain as dynamic as the markets themselves.

A hypothetic model for examining the relationship between savoring, imagination, perceived hope and resilience: A study of Taiwanese principals

“…The research adopted the two-step analysis procedure proposed by Anderson and Gerbing (1988), enabling sequential evaluation of the measurement and structural models. The measurement models tested the validity and reliability of all construct measures, while the structural model assessed the direct and indirect impacts of predictor variables on dependent variables (Hair et al, 2018).…”

“…To establish the convergent validity, the outer loadings, indicator reliability, and average variance extracted (AVE) were calculated. The findings revealed that the outer loadings and indicator reliability of all the indicators surpassed the threshold values of 0.708 and 0.50, respectively (Hair et al, 2018). Furthermore, the AVE of the reflectively measured constructs ranged from 0.674 to 0.812, exceeding the threshold of 0.50 (Hair et al, 2017).…”

“…Specifically, PLS‐PM serves as a robust statistical method for handling multi‐dimensional and non‐normal data (Hair et al, 2017). As a variance‐based structural equation modeling technique, PLS‐PM constructs linear combinations of indicator variables as proxies for all constructs in a model, facilitating the exploration of complex relationships between observed variables and constructs (Hair et al, 2018). With its burgeoning popularity in educational research, PLS‐PM is being increasingly recognized for its explanatory power and relevance, particularly in descriptive and predictive research.…”

“Manto da massa”: pertencimento, cocriação e engajamento em uma campanha histórica de vendas de camisas oficiais no futebol brasileiro

“…A coleta das respostas se deu de forma online via link direto para o questionário hospedado na plataforma Google Docs., por meio de postagem nas mídias sociais no mesmo dia em que o clube anunciava a meta alcançada (20 de junho de 2020), sendo o efeito "bola de neve" desejado. Como sustentam Hair et al (2018), as plataformas online proporcionaram acesso conveniente para amostras de empresas e de consumidores. A ordem da apresentação das variáveis seguia aleatorizada a cada respondente.…”

An Innovative Technique to Define Marketing Research Objective

“…Modern information and computer technologies have a significant impact on marketing research, mainly due to the possibility of processing large data sets and tracking customer behavior [10]. However, the new technical possibilities caused the heads of marketing departments of companies to downplay the stage of defining the goal of marketing research, as in a short time it became possible to consider almost limitless hypotheses about the behavior of online buyers.…”