This article introduces the term “strategic marketing research” for the collection and analysis of data in support of strategic marketing management. In particular, strategic marketing research plays an important role in defining the market, analysis of the environment, and the formulation of marketing instrument strategies. The concept of strategic marketing research allows research on important topics such as segmentation, positioning, new product development, and product/service quality to be placed into a broader framework.

This condensation was prepared especially for the journal of marketing from the report of the same title published as No. 3 of the Marketing Research Techniques Series by the American Marketing Association. It is a survey of problems and practices in sampling for marketing research. The report is part of the program of the Marketing Research Techniques Committee created in 1955 under Everett R. Smith, Chairman, to provide discussion and clarification of current marketing-research methods.

This condensation was prepared especially for the journal of marketing from the report of the same title published as No. 3 of the Marketing Research Techniques Series by the American Marketing Association. It is a survey of problems and practices in sampling for marketing research. The report is part of the program of the Marketing Research Techniques Committee created in 1955 under Everett R. Smith, Chairman, to provide discussion and clarification of current marketing-research methods.

The techniques of industrial marketing research do not vary fundamentally from those used in consumer marketing research. The major differences are in their application and in the problems of sampling and interviewing. The differences which do occur are not just sophistry or an attempt by the practitioners of industrial marketing research to create a new and separate discipline from that of the longer established activity of consumer marketing research. The underlying reason stems from the characteristics of industrial products and services, their markets and the role of the individuals who control and operate the marketing functions.

В статье рассматриваются понятия маркетинга, маркетингового исследования, планирование маркетингового исследования, также подробно расписаны основные цели маркетинговых исследований, их классификация и специфика. Рассматривается вопрос о том, как разные авторы определяют сущность «планирования» в маркетинговой деятельности. Помимо этого приводится схема элементов процесса планирования маркетингового исследования. Статья написана доступным языком и может быть интересна как предпринимателям, так и студентам. The article discusses the concepts of marketing, marketing research, marketing research planning, and describes in detail the main goals of marketing research, their classification and specifics. The question of how different authors define the essence of "planning" in marketing activities is considered. In addition, a diagram of the elements of the marketing research planning process is provided. The article is written in an accessible language and may be of interest to both entrepreneurs and students.

Members of the Associations are requested to supply the Chairman with summaries of all marketing research projects that are under way, or that have been completed recently, so that these can be included in the next issue of the Journal. Brief abstracts of doctoral dissertations based on marketing research should be sent in also.

This chapter explores the concept of gamification in a marketing research context. Traditional methods such as focus groups, interviews and surveys may not go deep enough into understanding the mindsets of modern-day consumers. Gamification seeks to address this depth deficit in research by engaging participants in gaming environments, where activities and behaviour can be carefully observed. There are many theoretical texts on the science of gaming and game theory. This chapter focuses on the creative and practical dimensions of good game design, and how the principles and practices often found in games can be used in a marketing research context.

The article deals with study of institutionalization of marketing research in the US. Three stages of history of this process were identified: birth of industry (1880–1900-s), when first marketing research were registered of advert agencies and academic scientists; development (1920–1920-s), i. e. the period of setting up research departments in different organizations and specialized research companies, which is characterized by piling-up the pool of professional publications and setting-up first professional associations; formalizing (1930–1940-s), when market research became an ordinary business-practice and inside the research corps a serious methodological breakthrough took place, which determines current standards and practices of research activities. The author mentioned prominent figures in the field of marketing research on each stage, whose contribution to the development of industry allows us to call them The Founders. A conclusion was made about the crucial importance of the idea of scientific marketing for the development of industry. Attracting representatives of academic community (psychologists, sociologists, economists, etc.) raised the quality and efficiency of marketing research and legitimize its status in business-practice.

PurposeTo investigate the state of the international marketing literature in terms of its ability to offer managers with fine‐grained insights into marketing strategy effectiveness.Design/methodology/approachConceptual study based on insights into advances in international marketing research.FindingsContingency accounts of strategy effectiveness are persuasive in the international marketing literature. But areas of research (e.g. the trust‐performance literature) have been slow to identify and discuss contingencies inherent in foreign marketplace ventures.Practical implicationsPractitioners would be advised to consider the degree to which empirical research on international marketing strategy accounts for contextual complexity. Scholarly research should cover not only “whether” an international marketing strategy is productive, but crucially “when” the strategy is productive.Originality/valueSuggests different areas of international marketing research are at different stages of theoretical development. Usefulness of academic findings may be linked to the level of development of the contingency framework within an international marketing stream.

Paul E. Green, Ronald E. Frank, Bayesian Statistics and Marketing Research, Journal of the Royal Statistical Society. Series C (Applied Statistics), Vol. 15, No. 3, Research into Marketing (1966), pp. 173-190