The Shifting Paradigm in Marketing Research

Abstract

Get full access to this article

View all access options for this article.

References

Blattberg, Robert C. 1991. "Behavioral Research in the 1990s." Marketing Research 3 (September): 12-24.

Malhotra, Naresh K. 1988. "Some Observations on the State of the Art in Marketing Research." Journal of the Academy of Marketing Science 16 (Spring): 4-24.

Neal, William D. 1989. "The Profession of Marketing Research: A Strategic Assessment and a Prescription for Improvement." Marketing Research 1 (September): 13-23.

Schmalensee, Diane H. 1989. "Exciting Breakthroughs in Sales Promotion Research." Marketing Research 1 (September): 34-51.

Stewart, David W. 1991. "From Methods and Projects to Systems and Process: The Evolution of Marketing Research Techniques." Marketing Research 3 (September): 25-36.