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Marketing research of the pharmaceutical market is the basis of any company's market activity, aimed at raising level of awareness and efficiency not only of individual marketing staff performance, but also senior management of co...
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Marketing research of the pharmaceutical market is the basis of any company's market activity, aimed at raising level of awareness and efficiency not only of individual marketing staff performance, but also senior management of company. The aim of this work is systematization and comprehensive exploration of the marketing research market in pharmacy in Ukraine. The objectives were to isolate the features of marketing research in pharmacy, identify current problems of researchers, analyze the activities of companies that specialize in marketing research in the pharmaceutical market, identify the main directions of research and development trends. For this purpose, the data of the Ukrainian Marketing Association, companies' websites, that carry out research on sectors of health protection, medicine, and pharmacy, has been analyzed. Companies are divided into two categories: those that specialize in pharmaceutical market research, and those with separate units where research of the pharmaceutical market is not the only area of activity. Also, companies could be divided by providing of quantitative research (assortment groups, prescription and non-prescription drugs, analysis of budget purchases in hospital segment, analysis of brands, analysis of companies market share, goods, manufacturers, wholesale and retail segment, etc.). and those who carry out qualitative market research (consumers, competitors, advertisements, activities, etc.). Results of studies allowed us to conclude that 11 companies are investigating the pharmaceutical market Ukraine, 5 of them specialize in pharmacy research. Main areas of research are related to market analytics, quantitative indicators, market players' market analysis.
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Purpose - The purpose of this paper is to analyze the 29 years of research published in InternationalMarketing Review (IMR) since its inception. Design/methodology/approach - A brief editorial history of the journal is chronicled,...
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Purpose - The purpose of this paper is to analyze the 29 years of research published in InternationalMarketing Review (IMR) since its inception. Design/methodology/approach - A brief editorial history of the journal is chronicled, and its output is discussed. Special attention is focused upon journal content, authorship analysis, and methodological issues. Findings - The authors find: IMR publishes articles that often focus on export and global marketing, with consumer behavior and branding being the fastest growing content areas; IMR's frequent contributors consist of world renowned experts in international marketing and business and have become more diverse; and the authors of IMR use a wide variety of data collection and analysis methods. Research limitations/implications - The authors conclude that IMR exhibits the characteristics of a mature and leading journal in the field of international business. To assist IMR in maintaining its significant impact on marketing scholarship, the paper outlines some possible directions for the future. Originality/value - This article analyzes the 29 years of research published in International Marketing Review (IMR) since its inception. To assist IMR in maintaining its significant impact on marketing scholarship, it also outlines some possible directions for the future.
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Purpose - Adaptive conjoint analysis (ACA) is a market research methodology for measuring utility in business-to-business and customer studies. Based on partial profiles, ACA tailors an experiment's design to each respondent depen...
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Purpose - Adaptive conjoint analysis (ACA) is a market research methodology for measuring utility in business-to-business and customer studies. Based on partial profiles, ACA tailors an experiment's design to each respondent depending on their previously stated preferences, ordered in a self-assessment questionnaire. The purpose of this paper is to describe advantages and disadvantages of using a partial-profile randomised experiment, the usual system, and to propose a new design strategy for arranging profiles in blocks that improve its performance.
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Purpose - Given marketing's fundamentally applied nature, to compare the relative impacts in the academy of work published by three groups - practitioners, practitioner-academic alliances, and academics. Design/methodology/approac...
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Purpose - Given marketing's fundamentally applied nature, to compare the relative impacts in the academy of work published by three groups - practitioners, practitioner-academic alliances, and academics. Design/methodology/approach - Social Sciences Citation Index data were used to estimate the influence of 438 articles published by practitioners, practitioner-academic alliances, and academics in five marketing journals over the period 1970-2000. Findings - Citations for academic research were more than twice as high as those for practitioners. Conversely, citations for practitioner-academic research rival those of the academics, and sometimes exceed them. Research limitations/implications - Only considered US marketing journals. Practical implications - Despite some excellent citation evidence for practitioner-academic work, additional cooperative efforts must be pursued to ensure the relevance of academic marketing research to practitioner needs. Originality/value - This is the only study to "objectively" address the impact of practitioner, practitioner-academic alliance, and academic research in the academy.
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Addressing the challenge of aligning how market research is practiced and how it is taught has been a recurrent theme in the marketing education literature. Recently, the growth of digital marketing and new forms of customer data ...
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Addressing the challenge of aligning how market research is practiced and how it is taught has been a recurrent theme in the marketing education literature. Recently, the growth of digital marketing and new forms of customer data have disrupted many traditional aspects of marketing practice. Companies are increasingly able to collect data directly from their customers, via large technology firms or from specialist data providers. This has reduced the demand for the traditional fieldwork-based data collection that remains a core focus within the market research curricula. This article considers the past, present, and future role of market research education in the light of the changing practitioner environment. An audit of market research courses is carried out, weaknesses identified, and suggestions made to better align market research courses with evolving skills requirements. More broadly, the article challenges educators to evaluate the extent to which the marketing curriculum can respond to the disruptions brought by the emerging digital economy.
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This article describes the history of the journal published by the UK Market research Society (MRS). The reasons for introducing a journal are discussed, and the competitive context, at that time and onwards. Changes in the format...
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This article describes the history of the journal published by the UK Market research Society (MRS). The reasons for introducing a journal are discussed, and the competitive context, at that time and onwards. Changes in the format, title and content of the journal over time are described, and its evolution from an in-house production to its current status within the journal portfolio of a leading international academic publishing house. The changing nature of the two main communities with the most interest in the journal, academics and practitioners, are described and the impact on the journal are discussed. Finally, the article summarises some of the many key contributions that the journal has made to the body of knowledge and evidence in the fields of market and social research.
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Purpose - Proceeding from the widely accepted but relatively untested premise that the gathering of intelligence via market research is central to business success, this paper reports a study investigating the extent to which the ...
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Purpose - Proceeding from the widely accepted but relatively untested premise that the gathering of intelligence via market research is central to business success, this paper reports a study investigating the extent to which the type of research carried out influences the level of business performance. Design/methodology/approach - Just over 6,000 market research projects conducted by a sample of 68 companies in New Zealand were classified as mainly "decision" or "background research" the companies allocated to one of three categories according to the mix of those types in their total research programme, and their business performance rated on four criteria. Firm size and the market research budget were taken into account as potential confounding variables. ANOVA, MANOVA and factor analysis were applied to data gathered from responses to a questionnaire developed by Diamantopoulos and Souchon, appropriately modified to the specific conditions of this study. Findings - Companies carrying out mostly "decision research" rated themselves as performing generally better than those placing more emphasis on "background research" regardless of the size of the firm or the its market research budget. They scored highly on return-on-assets, return-on-sales and sales growth, and exhibited positive overall performance. The initial finding was strongly reinforced by factor analysis, 98 per cent of the variation in business performance being explained by the categorisation of a company's research as dominantly "decision" "background" or "mixed". Practical implications - The evidence for the positive effect of "decision research" on business performance suggests deliberate repositioning of market research strategy towards "decision research" rather than the "background research" which is generally in favour. This will require a major shift in the marketing management mindset with respect to marketing intelligence. Originality/value - This is the first study to show a direct correlation between type of market research conducted and better business performance. It offers an improved conceptual framework for marketing intelligence and planning.
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Qualitative research is designed to generate in-depth and subjective findings to build theory. Combined with the quantitative bias of top-tier journals, many qualitative researchers do not utilise the full-benefits of their adopte...
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Qualitative research is designed to generate in-depth and subjective findings to build theory. Combined with the quantitative bias of top-tier journals, many qualitative researchers do not utilise the full-benefits of their adopted methodologies. This makes it challenging for qualitative researchers to publish their work at this level. Therefore, this current paper is intended to help academics and postgraduate researchers to be aware of the mistakes that can be made when undertaking qualitative research. These include very small (and weak) sample sizes, single-source studies, and poorly-written data analysis processes. This investigation contributes to the extant literature by suggesting some ways to improve the credibility of these methodologies, like accessing the correct informants, reporting on larger (or richer) samples, conducting pilot studies, clearly presenting qualitative data, and triangulation. By drawing upon a range of best practices from the broader commercial literature, some illustrations are offered on how to effectively undertake qualitative research.
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Purpose - Reading and writing are crucial components of the research process and academic life as a whole. The purpose of this paper is to ask if conventional reading and writing practices are fit for marketing purpose. Design/met...
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Purpose - Reading and writing are crucial components of the research process and academic life as a whole. The purpose of this paper is to ask if conventional reading and writing practices are fit for marketing purpose. Design/methodology/approach - The paper consists of an extended autobiographical essay, which reflects on the relevance of academic research output. The concerns of marketing thought leaders are also incorporated as required. Findings - Academic articles are unreadable and unread. This is due to extant writing practices which result in characterless papers with little reader appeal. Research limitations/implications - The best way forward is to look back at the approaches that prevailed prior to marketing's mid-'60s "scientific revolution". If adopted, they'll make learned research papers and monographs much more readable than they are at present. Practical implications - If marketing academics embrace this paper's recommendations, their writings are more likely to be read and acted upon by practitioners, policy makers and other important stakeholders. Originality/value - The style of the article is in keeping with the content. It demonstrates as well as describes.
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Purpose - This article seeks to provide an empirical identification of groups of marketing scholars who share common beliefs about the role of science and the logic of scientific discovery. Design/methodology/approach - Topology i...
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Purpose - This article seeks to provide an empirical identification of groups of marketing scholars who share common beliefs about the role of science and the logic of scientific discovery. Design/methodology/approach - Topology is used representing network quantization to identify empirically classes of marketing researchers within a representative sample of marketing professors. Findings - Six distinct classes of marketing scholars were found. They differ with regard to popularity (size) and productivity (levels of publication output). Comparing the sub-samples of German-speaking and US respondents shows cross-cultural differences. Originality/value - The study enhances understanding of the current scientific orientation(s) of marketing. It may help to motivate marketing scholars to ponder on their own positions and assist them in judging where they may belong. Future comparisons over time would give an indication about the future of the academic discipline of marketing.
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