Balancing the use of behavioral research and design science research to solve the relevance problem in marketing research

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Abstract

Contemporary marketing research has a value problem. Claims for the managerial impact of research appear in practically every research article. Nevertheless, managers in the field do not consider scientific outputs as relevant in helping them to address the multiple challenges that organizations face. Marketing typically conducts behavioural research, aiming to understand and explain real-world problems. Other disciplines, such as engineering, focus primarily on building solutions to solve practical problems. Such practice is often termed design science. This study proposes that marketing research should focus more on building solutions, hence calling for a better balance between behavioural and design research. An improved balance between these two paradigms in marketing should increase the value of academic research to practice. Four typical case studies are presented to illustrate key differences between design science and behavioural science.
Original languageEnglish
Pages (from-to)210-226
Number of pages17
JournalJournal of Creating Value
Volume9
Issue number2
Early online date5 Oct 2023
DOIs
Publication statusPublished - Nov 2023

Keywords

  • UT-Hybrid-D

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