Abstract
Changing market and social research client-supplier exchange
Proceedings of the 2014 Australian and New Zealand Marketing Academy Conference, p.800
Australian and New Zealand Marketing Academy Conference (ANZMAC): Agents of change, 2014 (Brisbane, Australia, 01-Dec-2014–03-Dec-2014)
2014
Abstract
Market research practice is changing, with client expectations changing. In the past practitioners recognise value derived from a package of a valid sample, data collection,analysis and summarising process. More recently the focus moved to framing the problem, and collecting and analysing the data for meaningful strategic, tactical and insightful outcomes (Bakken, 2012). This paper investigates where and how clients and suppliers derive value for a market or social research project. A literature review and depth interviews with clients (4) and suppliers (4) were conducted. The findings suggest value is not a quantitative measure but a collective from many moments during the life of a project. Further, the intensity and weighting of those moments vary depending on the relationship, expertise, trust, outcome, process and stage of project. More significant was the finding suggesting some stages of the project are hygiene factors.
Details
- Title
- Changing market and social research client-supplier exchange
- Authors
- Michael L Gardiner (Author) - University of the Sunshine Coast - Faculty of Arts and BusinessMeredith A Lawley (Author) - University of the Sunshine Coast - Faculty of Arts and Business
- Contributors
- Sharyn Rundle-Theile (Editor)Krzysztof Kubacki (Editor)Denni Arli (Editor)
- Publication details
- Proceedings of the 2014 Australian and New Zealand Marketing Academy Conference, p.800
- Conference details
- Australian and New Zealand Marketing Academy Conference (ANZMAC): Agents of change, 2014 (Brisbane, Australia, 01-Dec-2014–03-Dec-2014)
- Publisher
- Australian and New Zealand Marketing Academy (ANZMAC)
- Date published
- 2014
- ISSN
- 1447-3275
- Copyright note
- Copyright © 2014 The Authors. Reproduced with permission of the authors.
- Organisation Unit
- School of Business and Creative Industries; School of Social Sciences - Legacy; University of the Sunshine Coast, Queensland; USC Business School - Legacy; School of Creative Industries - Legacy
- Language
- English
- Record Identifier
- 99449833402621
- Output Type
- Abstract
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