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- Title
Is 'strategy' a dirty word?
- Authors
Houston, Mark
- Abstract
The author reflects on marketing strategy and the acceptance of marketing research for publication in periodicals. He suggests that there is a dearth in traditional marketing strategy research articles with most articles bifurcating into quant articles and behavioral articles. He recommends methods specialists recognize the strength of survey research over secondary data analysis, limit survey use to questions that are appropriate for the method, and recognize it might not demonstrate causality.
- Subjects
MARKETING strategy; SURVEYS; SECONDARY analysis; CAUSATION (Philosophy); MARKETING periodicals
- Publication
Journal of the Academy of Marketing Science, 2016, Vol 44, Issue 5, p557
- ISSN
0092-0703
- Publication type
Editorial
- DOI
10.1007/s11747-016-0481-x