Post-Pandemic Reflections on Challenges and Opportunities for Marketing Research in the 21st Century

Abstract

The role of marketing is evolving rapidly, and design and analysis methods used by marketing researchers are also changing. These changes are emerging from transformations in management skills, technological innovations, continuously evolving customer behavior, and most recently the Covid-19 pandemic. But perhaps the most substantial driver of these changes is the emergence of big data and the analytical methods used to examine and understand the data. To continue being relevant, marketing research must remain as dynamic as the markets themselves and adapt accordingly to the following: data will continue increasing exponentially; data quality will improve; analytics will be more powerful, easier to use, and more widely used; management and customer decisions will increasingly be knowledge-based; privacy issues and challenges will be both a problem and an opportunity as organizations develop their analytics skills; data analytics will become firmly established as a competitive advantage, both in the marketing research industry and in academics; and for the foreseeable future, the demand for highly trained data scientists will exceed the supply.

Do prosumers behave differently from other consumers on collaborative consumption platforms?

“…As the repository was generated by specialized agencies and made available in a ready-touse fashion to researchers, possible issues related to common method bias, non-response bias and multicollinearity did not affect this study. Likewise, the questions in our measurement model were single-item constructs, so internal consistency and convergent/discriminant validity of the measurement model were ensured by definition (Hair et al, 2022;Sarstedt et al, 2021).…”

“…We conducted both collinearity checks and path coefficient p-value tests (Hair et al, 2022;Sarstedt et al, 2021) as well as we assessed the Q 2 values to evaluate the predictive power of endogenous constructs. We found that this model has no predictive relevance, as Q 2 < 0 (Hair et al, 2019a, b).…”

The Influence of Product Innovation, Environmental Strategy and Circular Economy On Sustainable Development in Organizations in Northeastern Brazil

“…According to Oh et al (2022), the product innovation performance of companies varies between countries since certain consumer characteristics (consumer sophistication, creativity, global identity, and local identity) influence the product innovation performance of companies, which can affect the creation and the success of innovative products. In this scenario, Hair, Harrison, and Risher (2022) point out that marketing is also evolving rapidly, and these changes are emerging from transformations in management skills, technological innovations, and the evolution of consumer behavior.…”