Shifting perspective on the Shifting Paradigm in Marketing Research: A new paradigm in marketing research
Journal of the Academy of Marketing Science · 1992 · Volume 20 · Issue 4
Abstract
Professor Perreault is to be applauded for bringing to our attention, in such a forceful manner, some of the changes taking place and those that are to come in marketing research. He has more than achieved his objective of fostering debate and dialogue concerning these changes. We have attempted to interpret the issues raised by Perreault (1992) in a more balanced way in the context of a new paradigm for marketing research and make some predictions of our own as to where marketing research is headed. We hope that readers find our ideas thought-provoking.
Keywords
Marketing, Decision Support System, Market Research, Consumer Research, Conjoint Analysis
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