We are in an era of massive disruptions in markets, media, management approaches and business models. These disruptions are being caused by rapid technological changes on the one hand and tectonic shifts in customer preferences and societal behaviour on the other. Marketing knowledge and practices have to advance at a significantly higher pace to address the changing context of market behaviour. Handbook of Advances in Marketing in an Era of Disruptions is meant to share ideas and new knowledge that are relevant to this world of disruptions. Leading scholars from around the world, who have keenly observed the changing market environment, business policies, parameters, theories, methods and practices, have put forth their theses on how marketing thinking needs to evolve to keep pace with the market reality.
Chapter 33: Contemporary Disruptions in the Realm of Research Methods in Marketing
This paper considers three classes of disruptions in marketing research methods. The disruptions are both positive and negative, and both academic and managerial. They are occurring in the realms of big data, online surveys and data integration.
In this paper, we will dutifully consider disruptions in the area of research methods in marketing, as requested. However, it would seem remiss if we were not to begin with a congratulatory note to Professor Sheth on the occasion of his birthday and in appreciation for him and his career.1 The title of this volume is suiting as well, as Professors Parvatiyar and Sisodia ...