What Techniques Are Used by Marketing Researchers in Business?

Greenberg, Barnett A.; Goldstucker, Jac L.; Bellenger, Danny N.

doi:10.2307/1250635

Cited by 26 publications

(6 citation statements)

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“…The literature indicates that understanding export marketing information and its use is particularly challenging in a business-to-business context (Greenberg et al, 1977;Deshpandé and Zaltman, 1985;Smith, 2002). Engineering and IT represent between them over 60 per cent of all UK manufacturing companies, and the same proportion of SMEs (Office of National Statistics, 2000); their activities, products and markets are wide-ranging (D&B Europa, 1999).…”

Section: Exploratory Researchmentioning

confidence: 99%

Export information use in small and medium‐sized industrial companies

Williams

2003

International Marketing Review

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This study focuses on the use of export marketing information in small and mediumsized enterprises (SMEs), an area that has previously attracted little academic research attention. It reports on the application of scales measuring instrumental/conceptual and symbolic export information use, using a random sample of UK exporters, to SME exporters of engineering and IT products. The results show that the scales are applicable within the specific context of the industrial SMEs surveyed and that levels of symbolic export information use are higher in these SMEs than in UK exporting companies as a whole. The latter is explained as a function of a shortfall in two areas: first, in available export marketing information, leading to greater dependence on "guesswork" and intuition; and second, in specialist marketing informationprocessing skills on the part of SME export decision makers. The article concludes by appealing for an extension of export support for SMEs, to include the use of export information as well as simply its acquisition. It suggests that the scales tested here could be used both to diagnose the need for such SME support and to measure its effectiveness.

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Section: Exploratory Researchmentioning

confidence: 99%

Export information use in small and medium‐sized industrial companies

Williams

2003

International Marketing Review

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“…As Zaharkevich (1999), Greenberg et al (1977) and Boddy (2007) found, projective techniques are used by professional marketing researchers, and some knowledge of these techniques might be useful for graduates seeking to land jobs in industry. However, Zaharkevich (1999) found that most professional researchers learned these techniques on the job, rather than in college classrooms.…”

Section: Discussionmentioning

confidence: 99%

“…Boddy (2005b) found a similar situation in Australia and the UK, but also that business academics think that projective techniques would be useful in their research once they know and understand them. In contrast, the techniques are still used by professional researchers in North America (Zaharkevich, 1999;Greenberg et al, 1977), as well as Asia (Boddy, 2007). Because the techniques are used professionally, they are still briefly mentioned in most marketing research textbooks (e.g., Churchill and Iacobucci, 2002;Zikmund, 2003).…”

Section: Introductionmentioning

confidence: 99%

Projective techniques in US marketing and management research

Soley

2010

Qualitative Market Research: An International Journal

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If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -This paper aims to examine the use of projective techniques for published marketing and management research in the USA. The paper emphasizes the influence that McClelland, Atkinson, Clark and Lowell's study, The Achievement Motive (1953), has had on subsequent research. That work applied quantitative analysis to responses obtained using projective techniques. Design/methodology/approach -The approaches used in this paper consist of descriptive historical methods and a literature review. The historical analysis was conducted using Kuhn's 1967 conception of paradigms, showing that the paradigm from which projective techniques emergedpsychoanalysis -failed to gather many adherents outside the discipline of psychology. The paradigm failed to gain adherents in US colleges of business, although there are some exceptions. One exception is managerial motivation research, which built on the traditions of The Achievement Motive. The literature review suggests that, despite lacking institutional bases that could be used to develop new adherents to the paradigm, projective techniques were used by a number of researchers, but this research was marginalized, criticized or misunderstood by adherents of the dominant paradigm, positivism. Findings -Some of the criticism directed at projective techniques research by positivists involves criticism of the paradigm's assumption that humans have an unconscious, and a belief that projective techniques are unreliable and invalid. This paper points out that a growing number of cognitive psychologists now accept the existence of an unconscious, and measure it using the "implicit association test." This paper argues that the IAT is an associational test is the tradition of word association. Moreover, the literature review shows that projective techniques are much more reliable than critics contend, and exhibit greater predictive validity than many positivist instruments. Research limitations/implications -As with all literature reviews, this one does not include every published research study using projective techniques. As a consequence, the conclusions may not be generalizable to the studies excluded from the analysis. Originality/value -The p...

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“…Eighty managers are from the top-ten ranked pharmaceutical firms in Egypt, and the other 80 managers are from non-ranked companies according to the International Finance Corporation (IFC, 2015) and the Intercontinental Marketing Service (IMS, 2014(IMS, /2015 definition. The selection of the respondents was based on the "judgmental sampling" technique which is a nonprobability sampling technique (Higginbottom, 2004, Greenberg et al, 1977. This sampling technique is also referred to as purposive sampling or authoritative sampling.…”

Section: Samplementioning

confidence: 99%

The Impact of Dynamic Capabilities on Sustainable Competitive Advantage in the Pharmaceutical Sector in Egypt

Naguib¹,

Elsaid²,

Elsaid³

2017

BMR

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This study examines the relationship between dynamic capabilities (experience, routine, skills, firm characteristics, knowledge and technology) and competitive advantage sustainability in the Egyptian pharmaceutical sector. The data was collected using primary and secondary data sources. Primary data was collected from questionnaires distributed to 160 top managers in 20 pharmaceutical firms. The secondary data about pharmaceutical firms like rankings, revenues and market share was collected from external sources such as Intercontinental Marketing Service (IMS). The questionnaires examine six independent variables based on a five-scale Likert scale. The methodology used in the study is non-probability sampling (judgmental sampling), Cronbach's alpha reliability coefficient and Chi-square tests. The results support the notion that there is a significant relationship between four of the six dynamic capabilities (experience, skills, firm characteristics and knowledge) and the competitive advantage sustainability for pharmaceutical firms in Egypt. Designing the questionnaire and formulating the questions to target the required field was challenging, given that the topic is dynamic and the business scene in Egypt has witnessed drastic political changes since January 2011. The study should assist pharmaceutical companies in Egypt in directing their investments properly and in determining the weaknesses in their dynamic capabilities that need to be addressed.

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What Techniques Are Used by Marketing Researchers in Business?

Cited by 26 publications

References 0 publications

Export information use in small and medium‐sized industrial companies

Export information use in small and medium‐sized industrial companies

Projective techniques in US marketing and management research

The Impact of Dynamic Capabilities on Sustainable Competitive Advantage in the Pharmaceutical Sector in Egypt

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