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Baines, Fill, & Rosengren: Marketing 4e

Chapter 3: Research insights (seminal paper links)

  • Research Insight 3.1

    Said, E., Macdonald, E.K, Wilson, H.N., and Marcos, J. (2015), ‘How organisations generate and use customer insight’, Journal of Marketing Management, 31(9-10), 1158-79.

  • Research Insight 3.2

    Kozinets, R.V. (2002), ‘The field behind the screen: using netnography for marketing research in online communities’, Journal of Marketing Research, 39, 1, 61–72.

  • Research Insight 3.3

    Evans, J.R. and Mathur, A. (2005), ‘The value of online surveys’, Internet Research, 15, 2, 195–219.

  • Research Insight 3.4

    Erevelles, S., Fukawa, N, and Swayne, L (2016), ‘Big Data consumer analytics and the transformation of marketing’, Journal of Business Research, Volume 69, Issue 2, February 2016, Pages 897–904.