IJMR Editorial.

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    • Abstract:
      Over the decades, one of the continuing debates has been around the role played by market research at the boardroom level, and how it influences the strategic direction of the business. The papers in this issue include a new approach to eliciting "meaning" using semiotic methods from the United Kingdom, a further perspective on the academic-practitioner divide in marketing research from the United States. The author contends that Peircean semiotics, based on meaning being created through icons and indices (and their combinations), provides a more appropriate basis for a new research model, qualitative semiotics, that fuses qualitative methods with semiotics, rather than the two being complementary, which can be used for describing how qualitative market research methods decode consumer behavior. The new data-centric world adds a further dimension to the debate; LinkedIn, for example, has identified that "statistical and data mining" is the second most sought after skill by recruiters, but as Nunan and Di Domenico demonstrated, this is not yet a universal module in marketing research courses. [Extracted from the article]
    • Abstract:
      Copyright of International Journal of Market Research is the property of Sage Publications Inc. and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)