The Undergraduate Marketing Research Course: Two Decades of Change

2020 ◽  
pp. 027347532096050
Author(s):  
Eileen Bridges
Keyword(s):  
Data Collection ◽  
Data Analytics ◽  
New Technology ◽  
Marketing Research ◽  
Customer Data ◽  
Critical Gap ◽  
The Past ◽  
Data Collection And Analysis ◽  
Marketing Data ◽  
Observational Techniques

This article looks back over the past two decades to describe how teaching of undergraduate marketing research has (or has not) changed. Sweeping changes in technology and society have certainly affected how marketing research is designed and implemented—but how has this affected teaching of this important topic? Although the purpose of marketing research is still to better understand target customer needs, the tools are different now: customer data are typically collected using technology-based interfaces in place of such instruments as mailed, telephone, or in-person surveys. Observational techniques collect more data electronically rather than requiring a human recorder. Similarly, sampling has changed: sample frames are no longer widely used. Many of these changes are not yet fully discussed in marketing research courses. On the other hand, there is increasing interest in and availability of courses and programs in marketing data analytics, which teach specialized skills related to analysis and interpretation of electronic databases. Perhaps even more importantly, new technology-based tools permit greater automation of data collection and analysis, and presentation of findings. A critical gap is identified in this article; specifically, effort is needed to better integrate the perspectives of data collection and data analysis given current research conditions.

Marketing Data Mining

2008 ◽  
pp. 2824-2832
Author(s):  
Victor S.Y. Lo
Keyword(s):  
Data Mining ◽  
Important Application ◽  
Application Area ◽  
Customer Data ◽  
Research Opportunities ◽  
The Past ◽  
Future Behavior ◽  
Marketing Data

Data mining has been widely applied over the past two decades. In particular, marketing is an important application area. Many companies collect large amounts of customer data to understand their customers’ needs and predict their future behavior. This article discusses selected data mining problems in marketing and provides solutions and research opportunities.

On Building Better Mousetraps and Understanding the Human Condition

2015 ◽  
Vol 659 (1) ◽  
pp. 33-47 ◽  
Author(s):  
Jimmy Lin
Keyword(s):  
Big Data ◽  
Data Collection ◽  
Scientific Reasoning ◽  
Explanatory Power ◽  
Data Use ◽  
Human Condition ◽  
Science And Engineering ◽  
Disruptive Technologies ◽  
The Past ◽  
Data Collection And Analysis

Over the past few years, we have seen the emergence of “big data”: disruptive technologies that have transformed commerce, science, and many aspects of society. Despite the tremendous enthusiasm for big data, there is no shortage of detractors. This article argues that many criticisms stem from a fundamental confusion over goals: whether the desired outcome of big data use is “better science” or “better engineering.” Critics point to the rejection of traditional data collection and analysis methods, confusion between correlation and causation, and an indifference to models with explanatory power. From the perspective of advancing social science, these are valid reservations. I contend, however, that if the end goal of big data use is to engineer computational artifacts that are more effective according to well-defined metrics, then whatever improves those metrics should be exploited without prejudice. Sound scientific reasoning, while helpful, is not necessary to improve engineering. Understanding the distinction between science and engineering resolves many of the apparent controversies surrounding big data and helps to clarify the criteria by which contributions should be assessed.

scholarly journals Museum ethnography: Researching punishment museums as environments of narrativity

2017 ◽  
Vol 10 (1) ◽  
pp. 205979911772061
Author(s):  
Hannah Thurston
Keyword(s):  
Data Collection ◽  
Cultural Identity ◽  
Significant Role ◽  
Narrative Analysis ◽  
The Public ◽  
Crime And Punishment ◽  
The Past ◽  
Practical Guide ◽  
Data Collection And Analysis ◽  
History Of

Like all museums, punishment museums and sites of penal tourism are inherently political and moral institutions, offering cultural memories of a collective past. As environments of narrativity, these are significant spaces in which the public ‘learn’ about the past and how it continues to inform the present. In line with recent studies about ‘dark’ tourist sites, this article argues that the crime/punishment museum and jail cell tour can – and should – be understood as an ethnographic opportunity for narrative analysis. Rather than focus on just the findings of such an analysis, this article seeks to provide a practical guide to data collection and analysis in the context of criminological museum research. Offering illustrative examples from a study of Texan sites of penal tourism, it demonstrates how the history of punishment – as represented in museums – is an important part of cultural identity more broadly, playing a significant role in how we conceptualise (in)justice, morality and the purpose of punishment. In short, this article discusses how we can evoke the ethnographic tradition within museum spaces in order to interrogate how crime and punishment are expressed through narratives, images, objects and symbols.

Discursive approaches

2015 ◽  
Author(s):  
Elizabeth H. Stokoe ◽  
Sally Wiggins
Keyword(s):  
Data Collection ◽  
Qualitative Analysis ◽  
Analytic Approach ◽  
Discursive Psychology ◽  
The Past ◽  
Data Collection And Analysis

This chapter introduces a method of qualitative analysis that focuses on exploring and explicating language in use. The discourse analytic approach discussed has developed within psychology over the past fifteen years and is called ‘discursive psychology’ (DP). The chapter outlines its origins and foundations, its theory and approach to language, its questions and topics of investigation, its methods of data collection and analysis and, for the current purposes, its utility for clinical and health psychologists.

scholarly journals The Drone Revolution of Shark Science: A Review

Drones ◽  
2021 ◽  
Vol 5 (1) ◽  
pp. 8
Author(s):  
Paul A. Butcher ◽  
Andrew P. Colefax ◽  
Robert A. Gorkin ◽  
Stephen M. Kajiura ◽  
Naima A. López ◽  
...  
Keyword(s):  
Artificial Intelligence ◽  
Data Collection ◽  
Social Interactions ◽  
Cryptic Species ◽  
Wildlife Management ◽  
Survey Methods ◽  
Knowledge Gaps ◽  
The Past ◽  
Data Collection And Analysis ◽  
Multiple Species

Over the past decade, drones have become a popular tool for wildlife management and research. Drones have shown significant value for animals that were often difficult or dangerous to study using traditional survey methods. In the past five years drone technology has become commonplace for shark research with their use above, and more recently, below the water helping to minimise knowledge gaps about these cryptic species. Drones have enhanced our understanding of shark behaviour and are critically important tools, not only due to the importance and conservation of the animals in the ecosystem, but to also help minimise dangerous encounters with humans. To provide some guidance for their future use in relation to sharks, this review provides an overview of how drones are currently used with critical context for shark monitoring. We show how drones have been used to fill knowledge gaps around fundamental shark behaviours or movements, social interactions, and predation across multiple species and scenarios. We further detail the advancement in technology across sensors, automation, and artificial intelligence that are improving our abilities in data collection and analysis and opening opportunities for shark-related beach safety. An investigation of the shark-based research potential for underwater drones (ROV/AUV) is also provided. Finally, this review provides baseline observations that have been pioneered for shark research and recommendations for how drones might be used to enhance our knowledge in the future.

scholarly journals Multi-Institutional Data Collection and Analysis via the Pediatric Proton/Photon Consortium Registry

2021 ◽  
Author(s):  
Nicholas J. DeNunzio ◽  
Miranda P. Lawell ◽  
Torunn I. Yock
Keyword(s):  
Data Collection ◽  
Proton Therapy ◽  
Pediatric Patients ◽  
Particle Therapy ◽  
The Past ◽  
Institutional Data ◽  
Data Collection And Analysis ◽  
Disease Specific

Care of patients with proton therapy has increased in the past decade. It is important to report on outcomes and disease specific utilization of particle therapy. In this chapter, we review our experience in developing a registry for pediatric patients treated with radiation to assess outcomes and provide a platform for shared research interests.

scholarly journals Application of Data Analytics in the Events Industry

2021 ◽  
Vol 4 (1) ◽  
pp. 1-13
Author(s):  
Blair Orlando ◽  
Yeqiang Lin
Keyword(s):  
Data Collection ◽  
Marketing Strategy ◽  
Data Analytics ◽  
Company Performance ◽  
Case Review ◽  
Data Collection And Analysis ◽  
Tremendous Amount ◽  
Study Support ◽  
The Common ◽  
Analyze Data

This research examined the data analytics practices used within the events industry and the value of such applications. This study consisted of an interpretive case review of current companies within the events industry. The interview process explained the current practices being used to collect and analyze data. The common themes revealed data analytics are being used to evaluate, redesign, and enhance company performance, marketing strategy, decision guidelines, and economics. The study shows data collection and analysis is mostly focused on determining what consumers want and are looking for within the industry. The findings of this study support the importance of applying data analytics within industry-related companies to be financially successful and maintain market-share. Both the results from this study and the literature used indicate the significance of data analytics and the tremendous amount of opportunity buried beneath the application of data, although there is still room for growth.

New Opportunities in Marketing Data Mining

2011 ◽  
pp. 1409-1415 ◽  
Author(s):  
Victor S.Y. Lo
Keyword(s):  
Data Mining ◽  
Customer Data ◽  
Research Opportunities ◽  
The Past ◽  
Future Behavior ◽  
Marketing Data

Data mining has been widely applied in many areas over the past two decades. In marketing, many firms collect large amount of customer data to understand their needs and predict their future behavior. This chapter discusses some of the key data mining problems in marketing and provides solutions and research opportunities.

Marketing Data Mining

2011 ◽  
pp. 698-704
Author(s):  
Victor S.Y. Lo
Keyword(s):  
Data Mining ◽  
Important Application ◽  
Application Area ◽  
Customer Data ◽  
Research Opportunities ◽  
The Past ◽  
Future Behavior ◽  
Marketing Data

Data mining has been widely applied over the past two decades. In particular, marketing is an important application area. Many companies collect large amounts of customer data to understand their customers’ needs and predict their future behavior. This article discusses selected data mining problems in marketing and provides solutions and research opportunities.

scholarly journals Factors Influencing Generation Y African Americans In Their Choice For College Education: An Empirical Case Study Of Fort Valley State University Students

2012 ◽  
Vol 5 (1) ◽  
pp. 39
Author(s):  
Samuel K. Gyapong ◽  
Thomas Smith
Keyword(s):  
African Americans ◽  
Data Collection ◽  
Public Relations ◽  
Generation Y ◽  
College Education ◽  
State University ◽  
The Past ◽  
Factors Influencing ◽  
Data Collection And Analysis

In an effort to assist a newly appointed Public Relations Officer to determine the most effective way to promote the institution to college-bound Generation Y African-Americans we offered to conduct a survey research of our current students. The results were very revealing and have been used successfully to increase enrollment to historically high rates in the past two years. This paper is an attempt to share the research methodology and the revealing results. It recounts the research objectives, methodology including data collection and analysis and the results.

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