Why, and when, marketing research grows old

15 juni 2018
-

Despite the insistence of academics who point to “truths” in advertising research, studies may benefit from carrying an expiration date, according to a paper published in the Journal of Advertising Research (JAR).

Marla B. Royne, chair at the University of Memphis Fogelman College of Business and Economics Department of Marketing & Supply Chain Management, outlined this problem in terms of media, not the messages being delivered.

“Academic research typically is published only in a field’s top journals when something novel or at least ‘new’ is discovered,” she wrote. “That is, once something is reported in the literature, a general premise has been that there is no need to test it again.”

Lees dit artikel op WARC

 

 

WordPress Themes
MENU
NIMA
X
X
X