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Where is marketing research headed in the 21st century?
Journal of Cultural Marketing Strategy,
1
(2),
189-192
(2016)
Abstract
Marketing research and its uses within the firm are undergoing a profound shift in response to changes in technology, consumer lifestyles and the global economy, and demands for greater accountability of the marketing organisation. This paper explores the nature of these changes and their implications for the conduct of marketing research in the future.
Keywords: marketing research; future; big data; qualitative research; organisational success
The full article is available to subscribers to the journal.
Author's Biography
David W. Stewart is President’s professor of marketing at Loyola Marymount University in Los Angeles. He has held various faculty and administrative appointments at Vanderbilt University, the University of Southern California and the University of California, Riverside. He also worked as a research manager for a major advertising agency. Dr Stewart has served as editor of the Journal of Marketing, the Journal of the Academy of Marketing Science and the Journal of Public Policy and Marketing. He has authored more than 250 publications and 12 books. Dr Stewart’s most recent books include the ‘Handbook of Persuasion and Social Marketing’, published in 2015, and ‘Accountable Marketing: Financial Dimensions of Marketing’, published in 2016. Dr Stewart received his doctoral degree in psychology from Baylor University.
