The Changing Landscape Of Marketing Research: A Study Of Marketing Consultants

Abstract

The field of marketing research is undergoing dramatic change as technology of various forms penetrates its realm. This study seeks to gather a snapshot of the U.S. marketing research industry in its current state of evolution.  Specifically, this study examines the mix of data collection methods, analysis techniques, targeted research participants, and project topics emphasized by today’s working consultants.  While findings confirm a rather expected major shift toward Internet-related means of collecting data, analysis techniques remain relatively unchanged over the last twenty years.  Furthermore, findings reveal that research design decisions are to some degree formed based on consultants’ perceptions of their own Internet self-efficacy and their firms’ orientations toward either B2B or B2C clients.  Implications for both practitioner and academic researchers are discussed.