Document | Title | TC | Average TC per year | Normalized TC |
---|---|---|---|---|
Literature review as a research methodology: an overview and guidelines | 1,872 | 374.40 | 4.13 | |
(2021) | How to conduct a bibliometric analysis: an overview and guidelines | 1,221 | 407.00 | 2.31 |
(2020) | Assessing measurement model quality in PLS-SEM using confirmatory composite analysis | 1,103 | 275.75 | 2.66 |
Tourism and COVID-19: impacts and implications for advancing and resetting industry and research | 977 | 244.25 | 2.35 | |
(2019) | Predictive model assessment in PLS-SEM: guidelines for using PLSpredict | 913 | 182.60 | 2.01 |
(2021) | Digital transformation: a multidisciplinary reflection and research agenda. | 758 | 252.67 | 1.44 |
(2019) | How to specify, estimate, and validate higher-order constructs in PLS-SEM | 728 | 145.60 | 1.61 |
(2019) | Artificial intelligence for decision making in the era of big data – evolution, challenges and research agenda | 724 | 144.80 | 1.60 |
Impact of covid-19 on consumer behavior: will the old habits return or die? | 716 | 179.00 | 1.73 | |
The rise of motivational information systems: a review of gamification research | 639 | 127.80 | 1.41 |
Source impact
Journal | No. of articles | Scopus quartile | SJR | TC |
---|---|---|---|---|
26 | Q1 | 4.91 | 10,008 | |
22 | Q1 | 2.90 | 12,265 | |
6 | Q1 | 2.54 | 1,875 | |
4 | Q1 | 3.43 | 1,376 | |
4 | Q1 | 2.48 | 1,706 | |
4 | Q1 | 6.02 | 1,220 | |
4 | Q1 | 6.25 | 1,850 | |
3 | Q1 | 1.63 | 1,769 | |
3 | Q1 | 2.66 | 984 | |
3 | Q1 | 10.8 | 1,120 |
Authors | Topical focus | No. of articles | Fractionalized frequency | Total citations | -Index | -Index | -Index |
---|---|---|---|---|---|---|---|
Dwivedi YK | Digital innovation | 7 | 1.16 | 3,361 | 7 | 7 | 1.17 |
Hair JF | Multivariate analysis | 5 | 1.18 | 3,615 | 5 | 5 | 0.83 |
Hughes DL | Artificial intelligence | 5 | 0.57 | 2,305 | 5 | 5 | 1.00 |
Ringle CM | Data and business analytics | 4 | 0.84 | 2,512 | 4 | 4 | 0.67 |
Sarstedt M | Structural equation modeling | 4 | 0.84 | 2,512 | 4 | 4 | 0.67 |
Co-occurrence topics and future research avenues
Current research trends | Future research questions |
---|---|
Brown cluster – AI (e.g. , 2019; , 2020; , 2021) | |
Blue cluster – Covid-19 (e.g. ; ; , 2021) | |
Red cluster – bibliometric analysis (e.g. , 2018; ; , 2021) | |
Purple cluster – social media (e.g. ; , 2018; ) | |
Orange cluster – live streaming (e.g. , 2019; ) | |
Green cluster – Blockchain (e.g. , 2018; ; ) |
Potential research gaps | Future research questions |
---|---|
Data-driven marketing: to explore the potential of data-driven marketing by leveraging deep learning, AI and IoT technologies to enhance marketing practices, optimize customer targeting and improve overall business performance in the digital era | |
Environmental sustainability: to investigate the potential of using neuromarketing techniques, gamification and mixed reality to promote sustainable consumption practices | |
Mass personalization: to investigate how personalization of customers’ experiences can be enhanced and implemented responsibly and ethically | |
Wearable technology: to investigate how wearable technologies can foster deeper connections between consumers and brands |
IoT = Internet of things
Alalwan , A.A. ( 2018 ), “ Investigating the impact of social media advertising features on customer purchase intention ”, International Journal of Information Management , Vol. 42 , pp. 65 - 77 .
Alalwan , A.A. , Baabdullah , A.M. , Fetais , A.H.M.A. , Algharabat , R.S. , Raman , R. and Dwivedi , Y.K. ( 2023 ), “ SMEs entrepreneurial finance-based digital transformation: towards innovative entrepreneurial finance and entrepreneurial performance ”, Venture Capital , pp. 1 - 29 .
Amado , A. , Cortez , P. , Rita , P. and Moro , S. ( 2018 ), “ Research trends on big data in marketing: a text mining and topic modeling based literature analysis ”, European Research on Management and Business Economics , Vol. 24 No. 1 , pp. 1 - 7 .
Aria , M. and Cuccurullo , C. ( 2017 ), “ Bibliometrix: an R-tool for comprehensive science mapping analysis ”, Journal of Informetrics , Vol. 11 No. 4 , pp. 959 - 975 .
Ariffin , S.K. , Abd Rahman , M.F.R. , Muhammad , A.M. and Zhang , Q. ( 2021 ), “ Understanding the consumer’s intention to use the e-wallet services ”, Spanish Journal of Marketing – ESIC , Vol. 25 No. 3 , pp. 446 - 461 .
Arrigo , E. ( 2018 ), “ Social media marketing in luxury brands ”, Management Research Review , Vol. 41 No. 6 , pp. 657 - 679 .
Baumgartner , H. and Pieters , R. ( 2003 ), “ The structural influence of marketing journals: a citation analysis of the discipline and its subareas over time ”, Journal of Marketing , Vol. 67 No. 2 , pp. 123 - 139 .
Berry , L.L. and Parasuraman , A. ( 1993 ), “ Building a new academic field—The case of services marketing ”, Journal of Retailing , Vol. 69 No. 1 , pp. 13 - 60 .
Bettenhausen , K.L. ( 1991 ), “ Five years of groups research: what we have learned and what needs to be addressed ”, Journal of Management , Vol. 17 No. 2 , pp. 345 - 381 .
Bhutani , C. and Behl , A. ( 2023 ), “ The dark side of gamification in interactive marketing ”, The Palgrave Handbook of Interactive Marketing , Springer International Publishing , Cham , pp. 939 - 962 .
Blanco-Moreno , S. , González-Fernández , A.M. and Muñoz-Gallego , P.A. ( 2023 ), “ Big data in tourism marketing: past research and future opportunities ”, Spanish Journal of Marketing – ESIC , doi: 10.1108/SJME-06-2022-0134 .
Boell , S.K. and Cecez-Kecmanovic , D. ( 2014 ), “ A hermeneutic approach for conducting literature reviews and literature searches ”, Communications of the Association for Information Systems , Vol. 34 , p. 12 .
Borgohain , D.J. , Zakaria , S. and Kumar Verma , M. ( 2022 ), “ Cluster analysis and network visualization of global research on digital libraries during 2016–2020: a bibliometric mapping ”, Science and Technology Libraries , Vol. 41 No. 3 , pp. 266 - 287 .
Bornmann , L. and Marx , W. ( 2015 ), “ Methods for the generation of normalized citation impact scores in bibliometrics: which method best reflects the judgements of experts? ”, Journal of Informetrics , Vol. 9 No. 2 , pp. 408 - 418 .
Briner , R.B. and Denyer , D. ( 2012 ), “ Systematic review and evidence synthesis as a practice and scholarship tool ”, Handbook of Evidence-Based Management: Companies, Classrooms and Research , Oxford University Press , Oxford , pp. 112 - 129 .
Brito , J. , Nassis , G.P. , Seabra , A.T. and Figueiredo , P. ( 2018 ), “ Top 50 most-cited articles in medicine and science in football ”, BMJ Open Sport and Exercise Medicine , Vol. 4 Nos. 1 , p. e000388 .
Broadus , R.N. ( 1987 ), “ Toward a definition of bibliometrics ”, Scientometrics , Vol. 12 Nos. 5/6 , pp. 373 - 379 .
Chauhan , S. , Akhtar , A. and Gupta , A. ( 2022 ), “ Customer experience in digital banking: a review and future research directions ”, International Journal of Quality and Service Sciences , Vol. 14 No. 2 , pp. 311 - 348 .
Chen , Y. , Mandler , T. and Meyer-Waarden , L. ( 2021 ), “ Three decades of research on loyalty programs: a literature review and future research agenda ”, Journal of Business Research , Vol. 124 , pp. 179 - 197 .
Cuccurullo , C. , Aria , M. and Sarto , F. ( 2016 ), “ Foundations and trends in performance management. A twenty-five years bibliometric analysis in business and public administration domains ”, Scientometrics , Vol. 108 No. 2 , pp. 595 - 611 .
Czinkota , M.R. , Kotabe , M. , Vrontis , D. and Shams , S.M.R. ( 2021 ), “ An overview of marketing ”, Marketing Management , Pearson Prentice Hall , Hoboken, NJ , pp. 1 - 42 .
Dambanemuya , H.K. , Wachs , J. and Horvát , E.Á. ( 2023 ), “ Understanding (IR) rational herding online ”, arXiv preprint arXiv:2306.15684 .
Das , K. , Mungra , Y. , Sharma , A. and Kumar , S. ( 2022 ), “ Past, present and future of research in relationship marketing - a machine learning perspective ”, Marketing Intelligence and Planning , Vol. 40 No. 6 , pp. 693 - 709 .
Davenport , T. , Guha , A. , Grewal , D. and Bressgott , T. ( 2020 ), “ How artificial intelligence will change the future of marketing ”, Journal of the Academy of Marketing Science , Vol. 48 No. 1 , pp. 24 - 42 .
Domenico , G.D. , Sit , J. , Ishizaka , A. and Nunan , D. ( 2021 ), “ Fake news, social media and marketing: a systematic review ”, Journal of Business Research , Vol. 124 , pp. 329 - 341 .
Donthu , N. , Kumar , S. , Mukherjee , D. , Pandey , N. and Lim , W.M. ( 2021 ), “ How to conduct a bibliometric analysis: an overview and guidelines ”, Journal of Business Research , Vol. 133 , pp. 285 - 296 .
Dowling , G.R. ( 2014 ), “ Playing the citations game: from publish or perish to be cited or sidelined ”, Australasian Marketing Journal , Vol. 22 No. 4 , pp. 280 - 287 .
Duan , Y. , Edwards , J.S. and Dwivedi , Y.K. ( 2019 ), “ Artificial intelligence for decision making in the era of big data – evolution, challenges and research agenda ”, International Journal of Information Management , Vol. 48 , pp. 63 - 71 .
Dwivedi , Y.K. , Hughes , D.L. , Coombs , C. , Constantiou , I. , Duan , Y. , Edwards , J.S. , Gupta , B. , Lal , B. , Misra , S. , Prashant , P. , Raman , R. , Rana , N.P. , Sharma , S.K. and Upadhyay , N. ( 2020 ), “ Impact of COVID-19 pandemic on information management research and practice: transforming education, work and life ”, International Journal of Information Management , Vol. 55 , p. 102211 .
Dwivedi , Y.K. , Hughes , L. , Ismagilova , E. , Aarts , G. , Coombs , C. , Crick , T. , Duan , Y. , Dwivedi , R. , Edwards , J. , Eirug , A. , Galanos , V. , Ilavarasan , P.V. , Janssen , M. , Jones , P. , Kar , A.K. , Kizgin , H. , Kronemann , B. , Lal , B. , Lucini , B. and Williams , M.D. ( 2021 ), “ Artificial intelligence (AI): multidisciplinary perspectives on emerging challenges, opportunities, and agenda for research, practice and policy ”, International Journal of Information Management , Vol. 57 , p. 101994 .
Eduardsen , J. and Marinova , S. ( 2020 ), “ Internationalisation and risk: literature review, integrative framework and research agenda ”, International Business Review , Vol. 29 No. 3 , p. 101688 .
Egghe , L. ( 2006 ), “ Theory and practise of the g-index ”, Scientometrics , Vol. 69 No. 1 , pp. 131 - 152 .
Elsevier ( 2023a ), International Journal of Information Management , available at: www.sciencedirect.com/journal/international-journal-of-information-management
Elsevier ( 2023b ), Journal of Business Research , available at: www.journals.elsevier.com/journal-of-business-research
Elsevier ( 2023c ), Journal of Retailing and Consumer Services , available at: www.sciencedirect.com/journal/journal-of-retailing-and-consumer-services
Ferreira , J.J. , Fernandes , C.I. , Rammal , H.G. and Veiga , P.M. ( 2021 ), “ Wearable technology and consumer interaction: a systematic review and research agenda ”, Computers in Human Behavior , Vol. 118 , p. 106710 .
García-Lillo , F. , Úbeda-García , M. and Marco-Lajara , B. ( 2017 ), “ The intellectual structure of human resource management research: a bibliometric study of the international journal of human resource management, 2000–2012 ”, The International Journal of Human Resource Management , Vol. 28 No. 13 , pp. 1786 - 1815 .
Hair , J.F. and Sarstedt , M. ( 2021 ), “ Data, measurement, and causal inferences in machine learning: opportunities and challenges for marketing ”, Journal of Marketing Theory and Practice , Vol. 29 No. 1 , pp. 65 - 77 .
Hair , J.F. , Howard , M.C. and Nitzl , C. ( 2020 ), “ Assessing measurement model quality in PLS-SEM using confirmatory composite analysis ”, Journal of Business Research , Vol. 109 , pp. 101 - 110 .
Halbach , O. ( 2011 ), “ How to judge a book by its cover? How useful are bibliometric indices for the evaluation of “scientific quality” or scientific productivity? ”, Annals of Anatomy – Anatomischer Anzeiger , Vol. 193 No. 3 , pp. 191 - 196 .
Han , W. and Bai , B. ( 2022 ), “ Pricing research in hospitality and tourism and marketing literature: a systematic review and research agenda ”, International Journal of Contemporary Hospitality Management , Vol. 34 No. 5 , pp. 1717 - 1738 .
Hawlitschek , F. , Notheisen , B. and Teubner , T. ( 2018 ), “ The limits of trust-free systems: a literature review on blockchain technology and trust in the sharing economy ”, Electronic Commerce Research and Applications , Vol. 29 , pp. 50 - 63 .
He , H. and Harris , L. ( 2020 ), “ The impact of Covid-19 pandemic on corporate social responsibility and marketing philosophy ”, Journal of Business Research , Vol. 116 , pp. 176 - 182 .
Hirsch , J.E. ( 2005 ), “ An index to quantify an individual’s scientific research output ”, Proceedings of the National Academy of Sciences , Vol. 102 No. 46 , pp. 16569 - 16572 .
Hota , P.K. , Subramanian , B. and Narayanamurthy , G. ( 2020 ), “ Mapping the intellectual structure of social entrepreneurship research: a citation/co-citation analysis ”, Journal of Business Ethics , Vol. 166 No. 1 , pp. 89 - 114 .
Hulland , J. and Houston , M.B. ( 2020 ), “ Why systematic review papers and meta-analyses matter: an introduction to the special issue on generalizations in marketing ”, Journal of the Academy of Marketing Science , Vol. 48 No. 3 , pp. 351 - 359 .
Islam , T. , Pitafi , A.H. , Arya , V. , Wang , Y. , Akhtar , N. , Mubarik , S. and Xiaobei , L. ( 2021 ), “ Panic buying in the COVID-19 pandemic: a multi-country examination ”, Journal of Retailing and Consumer Services , Vol. 59 , p. 102357 .
Jebarajakirthy , C. , Maseeh , H.I. , Morshed , Z. , Shankar , A. , Arli , D. and Pentecost , R. ( 2021 ), “ Mobile advertising: a systematic literature review and future research agenda ”, International Journal of Consumer Studies , Vol. 45 No. 6 , pp. 1258 - 1291 .
Jedidi , K. , Schmitt , B.H. , Ben Sliman , M. and Li , Y. ( 2021 ), “ R2M index 1.0: assessing the practical relevance of academic marketing articles ”, Journal of Marketing , Vol. 85 No. 5 , pp. 22 - 41 .
Jung , J. , Kim , S.J. and Kim , K.H. ( 2020 ), “ Sustainable marketing activities of traditional fashion market and brand loyalty ”, Journal of Business Research , Vol. 120 , pp. 294 - 301 .
Kamboj , S. , Sarmah , B. , Gupta , S. and Dwivedi , Y. ( 2018 ), “ Examining branding co-creation in brand communities on social media: applying the paradigm of stimulus-organism-response ”, International Journal of Information Management , Vol. 39 , pp. 169 - 185 .
Koivisto , J. and Hamari , J. ( 2019 ), “ The rise of motivational information systems: a review of gamification research ”, International Journal of Information Management , Vol. 45 , pp. 191 - 210 .
Kumar , S. , Sureka , R. and Vashishtha , A. ( 2020 ), “ The journal of heritage tourism: a bibliometric overview since its inception ”, Journal of Heritage Tourism , Vol. 15 No. 4 , pp. 365 - 380 .
Kumar , S. , Pandey , N. , Lim , W.M. , Chatterjee , A.N. and Pandey , N. ( 2021 ), “ What do we know about transfer pricing? Insights from bibliometric analysis ”, Journal of Business Research , Vol. 134 , pp. 275 - 287 .
Kunkel , T. , Biscaia , R. , Arai , A. and Agyemang , K. ( 2020 ), “ The role of self-brand connection on the relationship between athlete brand image and fan outcomes ”, Journal of Sport Management , Vol. 34 No. 3 , pp. 201 - 216 .
Law , R. , Ye , Q. , Chen , W. and Leung , R. ( 2009 ), “ An analysis of the most influential articles published in the tourism journals from 2000 to 2007: a google scholar approach ”, Journal of Travel and Tourism Marketing , Vol. 26 No. 7 , pp. 735 - 746 .
Lemos , C. , Ramos , R.F. , Moro , S. and Oliveira , P.M. ( 2022 ), “ Stick or twist – The rise of blockchain applications in marketing management ”, Sustainability , Vol. 14 No. 7 , p. 4172 .
Lou , C. and Yuan , S. ( 2019 ), “ Influencer marketing: how message value and credibility affect consumer trust of branded content on social media ”, Journal of Interactive Advertising , Vol. 19 No. 1 , pp. 58 - 73 .
Lunde , M.B. ( 2018 ), “ Sustainability in marketing: a systematic review unifying 20 years of theoretical and substantive contributions (1997–2016) ”, AMS Review , Vol. 8 Nos. 3/4 , pp. 85 - 110 .
Marikyan , D. , Pantano , E. and Scarpi , D. ( 2023 ), “ Should I stay or should I go? Benefits of crowd-checking technology for a face-to-face shopping experience ”, Spanish Journal of Marketing – ESIC , Vol. 27 No. 1 , pp. 20 - 38 .
Marthews , A. and Tucker , C. ( 2023 ), “ What blockchain can and can’t do: applications to marketing and privacy ”, International Journal of Research in Marketing , Vol. 40 No. 1 , pp. 49 - 53 .
Martínez-López , Merigó , J.M. , Valenzuela-Fernández , L. and Nicolás , C. ( 2018 ), “ Fifty years of the European journal of marketing: a bibliometric analysis ”, European Journal of Marketing , Vol. 52 Nos. 1/2 , pp. 439 - 468 .
Min , H. ( 2019 ), “ Blockchain technology for enhancing supply chain resilience ”, Business Horizons , Vol. 62 No. 1 , pp. 35 - 45 .
Morgan , N.A. , Whitler , K.A. , Feng , H. and Chari , S. ( 2019 ), “ Research in marketing strategy ”, Journal of the Academy of Marketing Science , Vol. 47 No. 1 , pp. 4 - 29 .
Muneeb , F.M. , Ramos , R.F. , Wanke , P.F. and Lashari , F. ( 2023 ), “ Revamping sustainable strategies for hyper-local restaurants: a multi-criteria decision-making framework and resource-based view ”, FIIB Business Review , p. 231971452311612 .
Muñoz-Leiva , F. , Porcu , L. and Barrio-García , S. D ( 2015 ), “ Discovering prominent themes in integrated marketing communication research from 1991 to 2012: a co-word analytic approach ”, International Journal of Advertising , Vol. 34 No. 4 , pp. 678 - 701 .
Oliveira , P.M. , Guerreiro , J. and Rita , P. ( 2022 ), “ Neuroscience research in consumer behavior: a review and future research agenda ”, International Journal of Consumer Studies , Vol. 46 No. 5 , pp. 2041 - 2067 .
Ormans , L. ( 2016 ), “ 50 Journals used in FT research rank ”, Financial Times , available at: www.ft.com/content/3405a512-5cbb-11e1-8f1f-00144feabdc0
Palmatier , R.W. , Houston , M.B. and Hulland , J. ( 2018 ), “ Review articles: purpose, process, and structure ”, Journal of the Academy of Marketing Science , Vol. 46 No. 1 , pp. 1 - 5 .
Pandey , N. , Nayal , P. and Rathore , A.S. ( 2020 ), “ Digital marketing for B2B organizations: structured literature review and future research directions ”, Journal of Business and Industrial Marketing , Vol. 35 No. 7 , pp. 1191 - 1204 .
Paul , J. and Bhukya , R. ( 2021 ), “ Forty‐five years of international journal of consumer studies: a bibliometric review and directions for future research ”, International Journal of Consumer Studies , Vol. 45 No. 5 , pp. 937 - 963 .
Paul , J. , Modi , A. and Patel , J. ( 2016 ), “ Predicting green product consumption using theory of planned behavior and reasoned action ”, Journal of Retailing and Consumer Services , Vol. 29 , pp. 123 - 134 .
Pereira , F. , Costa , J.M. , Ramos , R. and Raimundo , A. ( 2023 ), “ The impact of the COVID-19 pandemic on airlines’ passenger satisfaction ”, Journal of Air Transport Management , Vol. 112 , p. 102441 .
Purkayastha , A. , Palmaro , E. , Falk-Krzesinski , H. and Baas , J. ( 2019 ), “ Comparison of two article-level, field-independent citation metrics: field-weighted citation impact (FWCI) and relative citation ratio (RCR) ”, Journal of Informetrics , Vol. 13 No. 2 , pp. 635 - 642 .
Qin , Z. and Lu , Y. ( 2021 ), “ Self-organizing manufacturing network: a paradigm towards smart manufacturing in mass personalization ”, Journal of Manufacturing Systems , Vol. 60 , pp. 35 - 47 .
Queiroz , M.M. and Fosso Wamba , S. ( 2019 ), “ Blockchain adoption challenges in supply chain: an empirical investigation of the main drivers in India and the USA ”, International Journal of Information Management , Vol. 46 , pp. 70 - 82 .
Quezado , T.C.C. , Cavalcante , W.Q.F. , Fortes , N. and Ramos , R.F. ( 2022 ), “ Corporate social responsibility and marketing: a bibliometric and visualization analysis of the literature between the years 1994 and 2020 ”, Sustainability , Vol. 14 No. 3 , p. 1694 .
Ramos , P. and Rita , P. ( 2023 ), “ Structure of REDEE and EJMBE research: a bibliometric analysis ”, European Journal of Management and Business Economics , doi: 10.1108/EJMBE-04-2022-0109 .
Ramos , Rita , P. and Moro , S. ( 2019 ), “ From institutional websites to social media and mobile applications: a usability perspective ”, European Research on Management and Business Economics , Vol. 25 No. 3 , pp. 138 - 143 .
Ramos , R.F. , Biscaia , R. , Moro , S. and Kunkel , T. ( 2022 ), “ Understanding the importance of sport stadium visits to teams and cities through the eyes of online reviewers ”, Leisure Studies , Vol. 42 No. 5 , pp. 1 - 16 .
Rita , P. and Ramos , R.F. ( 2022 ), “ Global research trends in consumer behavior and sustainability in e-commerce: a bibliometric analysis of the knowledge structure ”, Sustainability , Vol. 14 No. 15 , p. 9455 .
Rojas-Lamorena , Á.J. , Del Barrio-García , S. and Alcántara-Pilar , J.M. ( 2022 ), “ A review of three decades of academic research on brand equity: a bibliometric approach using co-word analysis and bibliographic coupling ”, Journal of Business Research , Vol. 139 , pp. 1067 - 1083 .
Saqib , N. ( 2021 ), “ Positioning – a literature review ”, PSU Research Review , Vol. 5 No. 2 , pp. 141 - 169 .
Sarstedt , M. , Hair , J.F. , Cheah , J.-H. , Becker , J.-M. and Ringle , C.M. ( 2019 ), “ How to specify, estimate, and validate higher-order constructs in PLS-SEM ”, Australasian Marketing Journal , Vol. 27 No. 3 , pp. 197 - 211 .
Saura , J.R. , Palacios-Marqués , D. and Ribeiro-Soriano , D. ( 2023 ), “ Privacy concerns in social media UGC communities: understanding user behavior sentiments in complex networks ”, Information Systems and e-Business Management , pp. 1 - 21 .
Sepulcri , L.M.C.B. , Mainardes , E.W. and Marchiori , D.M. ( 2020 ), “ Brand orientation: a systematic literature review and research agenda ”, Spanish Journal of Marketing – ESIC , Vol. 24 No. 1 , pp. 97 - 114 .
Sheth , J. ( 2020 ), “ Impact of covid-19 on consumer behavior: will the old habits return or die? ”, Journal of Business Research , Vol. 117 , pp. 280 - 283 .
Shmueli , G. , Sarstedt , M. , Hair , J.F. , Cheah , J.-H. , Ting , H. , Vaithilingam , S. and Ringle , C.M. ( 2019 ), “ Predictive model assessment in PLS-SEM: guidelines for using PLSpredict ”, European Journal of Marketing , Vol. 53 No. 11 , pp. 2322 - 2347 .
Sigala , M. ( 2020 ), “ Tourism and COVID-19: impacts and implications for advancing and resetting industry and research ”, Journal of Business Research , Vol. 117 , pp. 312 - 321 .
Simkin , L. ( 2000 ), “ Marketing is marketing – maybe! ”, Marketing Intelligence and Planning , Vol. 18 No. 3 , pp. 154 - 158 .
Snyder , H. ( 2019 ), “ Literature review as a research methodology: an overview and guidelines ”, Journal of Business Research , Vol. 104 , pp. 333 - 339 .
Sun , Y. , Shao , X. , Li , X. , Guo , Y. and Nie , K. ( 2019 ), “ How live streaming influences purchase intentions in social commerce: an IT affordance perspective ”, Electronic Commerce Research and Applications , Vol. 37 , p. 100886 .
Swansea ( 2023 ), “ Professor Yogesh Dwivedi ”, Swansea University , available at: www.swansea.ac.uk/staff/y.k.dwivedi/
Tan , T.M. and Salo , J. ( 2023 ), “ Ethical marketing in the blockchain-based sharing economy: theoretical integration and guiding insights ”, Journal of Business Ethics , Vol. 183 No. 4 , pp. 1113 - 1140 .
Tasnim , Z. , Shareef , M.A. , Baabdullah , A.M. , Hamid , A.B.A. and Dwivedi , Y.K. ( 2023 ), “ An empirical study on factors impacting the adoption of digital technologies in supply chain management and what blockchain technology could do for the manufacturing sector of Bangladesh ”, Information Systems Management , Vol. 40 No. 4 , pp. 1 - 23 .
United Nations ( 2023 ), “ WHO chief declares end to COVID-19 as a global health emergency ”, available at: https://news.un.org/en/story/2023/05/1136367
Veloutsou , C. and Ruiz Mafe , C. ( 2020 ), “ Brands as relationship builders in the virtual world: a bibliometric analysis ”, Electronic Commerce Research and Applications , Vol. 39 , p. 100901 .
Verhoef , P.C. , Broekhuizen , T. , Bart , Y. , Bhattacharya , A. , Qi Dong , J. , Fabian , N. and Haenlein , M. ( 2021 ), “ Digital transformation: a multidisciplinary reflection and research agenda ”, Journal of Business Research , Vol. 122 , pp. 889 - 901 .
Verma ., and Gustafsson , A. ( 2020 ), “ Investigating the emerging COVID-19 research trends in the field of business and management: a bibliometric analysis approach ”, Journal of Business Research , Vol. 118 , pp. 253 - 261 .
Verma , S. , Sharma , R. , Deb , S. and Maitra , D. ( 2021 ), “ Artificial intelligence in marketing: systematic review and future research direction ”, International Journal of Information Management Data Insights , Vol. 1 No. 1 , p. 100002 .
Vogel , R. and Güttel , W.H. ( 2012 ), “ The dynamic capability view in strategic management: a bibliometric review ”, International Journal of Management Reviews , Vol. 15 No. 4 , pp. 426 - 446 .
Wang , Z.-Y. , Li , G. , Li , C.-Y. and Li , A. ( 2012 ), “ Research on the semantic-based co-word analysis ”, Scientometrics , Vol. 90 No. 3 , pp. 855 - 875 .
Wanick , V. and Stallwood , J. ( 2023 ), “ Brand storytelling, gamification and social media marketing in the ‘metaverse’: a case study of The Ralph Lauren winter escape ”, Reinventing Fashion Retailing , Springer International Publishing , Cham , pp. 35 - 54 .
Wongkitrungrueng , A. and Assarut , N. ( 2020 ), “ The role of live streaming in building consumer trust and engagement with social commerce sellers ”, Journal of Business Research , Vol. 117 , pp. 543 - 556 .
Zhang , T. , Moro , S. and Ramos , R.F. ( 2022 ), “ A data-driven approach to improve customer churn prediction based on telecom customer segmentation ”, Future Internet , Vol. 14 No. 3 , p. 94 .
Zhang , P. , Chao , C.-W. , Hasan , R. , Aljaroodi , N. , Tian , H.M. , F. and Fred , Chiong . ( 2023 ), “ Effects of in-store live stream on consumers’ offline purchase intention ”, Journal of Retailing and Consumer Services , Vol. 72 , p. 103262 .
Paulo Rita’s work was supported by national funds through FCT (Fundação para a Ciência e a Tecnologia), under the project – UIDB/04152/2020 – Centro de Investigação em Gestão de Informação (MagIC)/NOVA IMS.
Since submission of this article, the following authors have updated their affiliations: Ricardo Ramos is at Technology and Management School of Oliveira do Hospital, Polytechnic Institute of Coimbra, Oliveira do Hospital, Portugal; ISTAR, Instituto Universitário de Lisboa (ISCTE-IUL), Lisboa, Portugal; Centre Bio R&D Unit, Association BLC3 – Tecnology and Innovation Campus, Oliveira do Hospital, Portugal; Paulo Rita is at NOVA Information Management School (NOVA IMS), Universidade NOVA de Lisboa, Lisboa, Portugal; and Celeste Vong is at NOVA Information Management School (NOVA IMS), Universidade NOVA de Lisboa, Lisboa, Portugal.
Related articles, all feedback is valuable.
Please share your general feedback
Contact Customer Support
Home Market Research
Field research is defined as a qualitative method of data collection that aims to observe, interact and understand people while they are in a natural environment. For example, nature conservationists observe behavior of animals in their natural surroundings and the way they react to certain scenarios. In the same way, social scientists conducting field research may conduct interviews or observe people from a distance to understand how they behave in a social environment and how they react to situations around them.
Learn more about: Market Research
Field research encompasses a diverse range of social research methods including direct observation, limited participation, analysis of documents and other information, informal interviews, surveys etc. Although field research is generally characterized as qualitative research, it often involves multiple aspects of quantitative research in it.
Field research typically begins in a specific setting although the end objective of the study is to observe and analyze the specific behavior of a subject in that setting. The cause and effect of a certain behavior, though, is tough to analyze due to presence of multiple variables in a natural environment. Most of the data collection is based not entirely on cause and effect but mostly on correlation. While field research looks for correlation, the small sample size makes it difficult to establish a causal relationship between two or more variables.
LEARN ABOUT: Best Data Collection Tools
Field research is typically conducted in 5 distinctive methods. They are:
In this method, the data is collected via an observational method or subjects in a natural environment. In this method, the behavior or outcome of situation is not interfered in any way by the researcher. The advantage of direct observation is that it offers contextual data on people management , situations, interactions and the surroundings. This method of field research is widely used in a public setting or environment but not in a private environment as it raises an ethical dilemma.
In this method of field research, the researcher is deeply involved in the research process, not just purely as an observer, but also as a participant. This method too is conducted in a natural environment but the only difference is the researcher gets involved in the discussions and can mould the direction of the discussions. In this method, researchers live in a comfortable environment with the participants of the research design , to make them comfortable and open up to in-depth discussions.
Ethnography is an expanded observation of social research and social perspective and the cultural values of an entire social setting. In ethnography, entire communities are observed objectively. For example, if a researcher would like to understand how an Amazon tribe lives their life and operates, he/she may chose to observe them or live amongst them and silently observe their day-to-day behavior.
LEARN ABOUT: Behavioral Targeting
Qualitative interviews are close-ended questions that are asked directly to the research subjects. The qualitative interviews could be either informal and conversational, semi-structured, standardized and open-ended or a mix of all the above three. This provides a wealth of data to the researcher that they can sort through. This also helps collect relational data. This method of field research can use a mix of one-on-one interviews, focus groups and text analysis .
LEARN ABOUT: Qualitative Interview
A case study research is an in-depth analysis of a person, situation or event. This method may look difficult to operate, however, it is one of the simplest ways of conducting research as it involves a deep dive and thorough understanding the data collection methods and inferring the data.
Due to the nature of field research, the magnitude of timelines and costs involved, field research can be very tough to plan, implement and measure. Some basic steps in the management of field research are:
LEARN ABOUT: Research Process Steps
Keeping an ethnographic record is very important in conducting field research. Field notes make up one of the most important aspects of the ethnographic record. The process of field notes begins as the researcher is involved in the observational research process that is to be written down later.
The four different kinds of field notes are:
LEARN ABOUT: Causal Research
Field research has been commonly used in the 20th century in the social sciences. But in general, it takes a lot of time to conduct and complete, is expensive and in a lot of cases invasive. So why then is this commonly used and is preferred by researchers to validate data? We look at 4 major reasons:
LEARN ABOUT: Behavioral Research
Some examples of field research are:
LEARN ABOUT: Social Communication Questionnaire
The advantages of field research are:
The disadvantages of field research are:
LEARN ABOUT: 12 Best Tools for Researchers
Aug 15, 2024
Aug 14, 2024
Aug 13, 2024
Other categories.
Chapter Objectives Structure Of The Chapter The role and limitations of marketing research A definition of marketing research The purpose of the research Clear, concise, attainable, measurable and quantifiable objectives The need to set a time horizon for marketing research A reporting period The research proposal Step 1: Problem definition Step 2: Hypothesis generation Step 3: Decision on type of study Step 4: Decision on data collection method Step 5: Development of an analysis plan Step 6: Data collection Step 7: Analysis of data Step 8: Drawing conclusions and making recommendations Chapter Summary Key Terms Review Questions Chapter References
· Define the role of marketing research in decision making · Outline the contents of a research brief · Outline the contents of a research proposal, and · Explain in detail each of the principal steps in research design.
y = f(x 1 )..(fx 2 )...f(x n )...
"Marketing research is the systematic and objective search for, and analysis of, information relevant to the identification and solution of any problem in the field of marketing."
· the purpose of the research · the objectives stated in a clear, concise, attainable, measurable and quantifiable way · a time horizon · a resource allocation, including the budget and facilities · a reporting period.
· means the same thing to all concerned · does not ask for irrelevant information · defines the relevant populations to be measured · identifies the correct variables to be measured · specifies the degree of accuracy really needed within the main results · specifies an order of priorities when the sample has to be broken down for the purposes of analysing data for subgroups, and · does not pre-judge the selection of research techniques and procedures.
"Red meat consumption increases as real disposable incomes increase."
"There is no relationship between red meat consumption and the level of disposable incomes."
"There is no relationship between a farmer's educational level and his degree of innovativeness with respect to new farming technologies."
· Is it known how each and every question is to be analysed? (e.g. which univariate or bivariate descriptive statistics, tests of association, parametric or nonparametric hypotheses tests, or multivariate methods are to be used?) · Does the researcher have a sufficiently sound grasp of these techniques to apply them with confidence and to explain them to the decision-maker who commissioned the study? · Does the researcher have the means to perform these calculations? (e.g. access to a computer which has an analysis program which he/she is familiar with? Or, if the calculations have to be performed manually, is there sufficient time to complete them and then to check them?) · If a computer program is to be used at the data analysis stage, have the questions been properly coded? · Have the questions been scaled correctly for the chosen statistical technique? (e.g. a t-test cannot be used on data which is only ranked)
"...a process of resolving data into its constituent components, to reveal its characteristic elements and structure."
15-21 years ___ 22 - 30 years ___ Over 30 years ___
How old are you? ___ Years
· must know · should know · could know
1 Name the 3 key words used in the definition of marketing research by Green, Tull and Albaum. 2. Define the term 'hypothesis'. 3. What are the 3 types of research described in this chapter? 4. What are the main items of information which should be included in a research brief? 5. Name the 3 factors which determine which is the appropriate statistical test to conduct on data obtained from a random sample. 6. What is the aim of exploratory research? 7. Name 4 characteristics of a good research brief. 8. Why is it important to devise a data analysis plan before collecting the data?
In early 2023, Jeff Maggioncalda, CEO of Coursera, started developing the EdTech firm’s strategy for incorporating GenAI into their offerings. By early 2024, the firm had made significant progress in bringing four key capabilities to market, but GenAI was evolving quickly and Coursera needed to continuously improve its offerings. While the firm had been an early mover, competitors were adapting fast. Was Coursera taking full advantage of the opportunities presented by the technology? What more could it do to remain competitive?
Non-fungible tokens (NFTs), which allow individuals to own their digital assets and move them from place to place, are changing the interaction between consumers and digital goods, brands, and platforms. Professor Scott Duke Kominers and tech entrepreneur Steve Kaczynski discuss the case, “Bored Ape Yacht Club: Navigating the NFT World,” and the related book they co-authored, The Everything Token: How NFTs and Web3 Will Transform The Way We Buy, Sell, And Create. They focus on the rise and popularity of the Bored Ape Yacht Club NFTs and the new model of brand building created by owning those tokens.
Ferran Adrià, chef at legendary Barcelona-based restaurant elBulli, was facing two related decisions. First, he and his team must continue to develop new and different dishes for elBulli to guarantee a continuous stream of innovation, the cornerstone of the restaurant's success. But they also need to focus on growing the restaurant’s business. Can the team balance both objectives? Professor Michael I. Norton discusses the connections between creativity, emotions, rituals, and innovation – and how they can be applied to other domains – in the case, “elBulli: The Taste of Innovation,” and his new book, The Ritual Effect.
Reach soccer's pinnacle. Become a global brand. Buy a team. Sign Lionel Messi. David Beckham makes success look as easy as his epic free kicks. But leveraging world-class talent takes discipline and deft decision-making, as case studies by Anita Elberse reveal. What could other businesses learn from his ascent?
Inflation has slowed from the epic rates of 2021 and 2022, but many consumers still feel pinched. What will it take to encourage them to spend? Thoughtful pricing strategies that empower customers as they make purchasing decisions, says research by Elie Ofek.
Which sales candidate is a startup’s ideal first hire? What marketing channels are best to invest in? How aggressively should an executive team align sales with customer success? Senior Lecturer Mark Roberge discusses how early-stage founders, sales leaders, and marketing executives can address these challenges as they grow their ventures in the case, “Entrepreneurial Sales and Marketing Vignettes.”
In 2017, Tommy Hilfiger launched its adaptive fashion line to provide fashion apparel that aims to make dressing easier. By 2020, it was still a relatively unknown line in the U.S. and the Tommy Hilfiger team was continuing to learn more about how to serve these new customers. Should the team make adaptive clothing available beyond the U.S., or is a global expansion premature? Assistant Professor Elizabeth Keenan discusses the opportunities and challenges that accompanied the introduction of a new product line that effectively serves an entirely new customer while simultaneously starting a movement to provide fashion for all in the case, “Tommy Hilfiger Adaptive: Fashion for All.”
Many real estate listings still feature videos and interactive tools that simulate the experience of walking through properties. But do they help homes sell faster? Research by Isamar Troncoso probes the post-pandemic value of virtual home tours.
Subscriptions are available for everything from dental floss to dog toys, but are consumers tiring of monthly fees? Elie Ofek says that subscription revenue can provide stability, but companies need to tread carefully or risk alienating customers.
In early 2023, TikTok reached close to 1 billion users globally, placing it fourth behind the leading social networks: Facebook, YouTube, and Instagram. Meanwhile, competition in the market for videos had intensified. Can all four networks continue to attract audiences and creators? Felix Oberholzer-Gee discusses competition and imitation among social networks in his case “Hey, Insta & YouTube, Are You Watching TikTok?”
Some of the most successful customer experiences end with a bang. Julian De Freitas provides three tips to help businesses invest in the kind of memorable moments that will keep customers coming back.
Armed with more data than ever, many companies know what key customers need. But how many know exactly when they need it? An analysis of 2,000 ridesharing commuters by Eva Ascarza and colleagues shows what's possible for companies that can anticipate a customer's routine.
Is it the end of customer surveys? Definitely not, but research by Ayelet Israeli sheds light on the potential for generative AI to improve market research. But first, businesses will need to learn to harness the technology.
The market for cannabis products has exploded as more states legalize marijuana. But the path to success is rife with complexity as a case study about the beverage company Cann by Ayelet Israeli illustrates.
Kim Kardashian, Lindsay Lohan, and other entertainers have been accused of promoting crypto products on social media without disclosing conflicts. Research by Joseph Pacelli shows what can happen to eager investors who follow them.
Social networks have been criticized for spreading COVID-19 misinformation, but the platforms have also helped public health agencies spread the word on vaccines, says research by Michael Luca and colleagues. What does this mean for the next pandemic?
Remember the viral video of the United passenger being removed from a plane? An analysis of Twitter activity and corporate misconduct by Jonas Heese and Joseph Pacelli reveals the power of social media to uncover questionable situations at companies.
Consumers can't pass up a product update—even if there's no improvement. Research by Leslie John, Michael Norton, and Ximena Garcia-Rada illustrates the powerful allure of change. Are we really that naïve?
Economic worries will make pricing strategy even more critical this holiday season. Research by Chiara Farronato reveals the value that hip consumers see in hard-to-find products. Are companies simply making too many goods?
Influencers aspire to turn "likes" into dollars through brand sponsorships, but these deals can erode their reputations, says research by Shunyuan Zhang. Marketers should seek out authentic voices on YouTube, not necessarily those with the most followers.
Register for the trottier 2024 symposium, the book natural healers really hate.
To the conspiracy-minded alternative health practitioner, everything was great until the Flexner Report was published. Humanity was crushing diseases with herbal remedies and natural potions until 1910 when the “medical-industrial complex” came together and “criminalized natural therapies.” We are now afflicted by Rockefeller medicine, where ill citizens are hooked on expensive drugs that never heal them and the truth about the benefits of herbs is being hidden by paid-off politicians and academics.
This alleged fall from paradise can all be blamed on the original sin of that darn Flexner Report.
I would wager that most of the people hurling insults at this century-old book have never actually read it; I did, because I wanted to know what the fuss was all about.
The Flexner Report was commissioned because the state of medical education in the United States and Canada was dire. A young educator was hired to visit all of North America’s medical colleges and report back, which led to much-needed changes and some unfortunate consequences.
And, yes, he did have some harsh words for what he called “the unconscionable quacks.”
There is a reason why leeches and purging agents are now rarely used in medicine: the discipline has evolved over the millennia, and Abraham Flexner found himself at the beginning of a new and exciting era.
Medicine in the Western tradition began with Hippocrates and Galen. It began with dogma. “Facts,” Flexner wrote in his report, “had no chance if pitted against the word of the master.” Those who despise modern medicine will claim it has remained dogmatic to this day; but while practitioners can be set in their ways and new findings can linger before they are adopted, we are far from the pontifical medicine of old.
With the rapid development of anatomy in the 1500s, medicine moved from dogma to empiricism. This meant that instead of doctors simply parroting what they had been taught by the rock stars of their field, they would learn from their own experience. They would observe and they would treat accordingly. This approach was more welcoming to discovery, but it was still hard for doctors of that era to properly disentangle diseases that superficially looked the same.
What propelled the discipline forward was science. We came to realize that the human body obeys the laws of biology: it grows, reproduces itself, and dies in predictable ways, and by understanding this underlying biology, the doctor would be better able to prevent and treat disease. Scientific research fed clinical practice, and the medical student, no longer limited to watching, would do as well.
Like medicine, medical training itself had changed over the centuries. It started as a system of apprenticeship, where a trainee became indentured at a young age to a doctor and ran his errands. Eventually, he would get to learn the secrets of his master’s trade. In Europe, the teaching of medicine would move to the lecture halls, which were host to anatomy demonstrations, and many American students would cross the Atlantic to benefit from this enrichment in Paris or Edinburgh. It wouldn’t take long before American doctors saw a way to sprout a similar system stateside and reap its financial benefits.
They were called proprietary schools. They were privately owned, with their teachers splitting the profits among themselves. They could rent a cheap hall, get some inexpensive benches, and recruit students who didn’t even have a high school diploma. “A school that began in October,” Flexner wrote, “would graduate a class the next spring.” Their facilities were poorly stocked, with barely-existing laboratories. The money that didn’t end up in the founders’ pockets was used to make all sorts of wild promises in the advertising material. One of these medical colleges swore it would gift its graduates a trip to Europe!
Following this explosion in questionable proprietary medical schools in the mid-1800s, change was thankfully afoot, but something major was needed around which this change could crystallize.
The Flexner Report’s actual title is Medical Education in the United States and Canada: A Report to the Carnegie Foundation for the Advancement of Teaching. It was commissioned by industrialist Andrew Carnegie’s policy and research foundation. Much has been made of the report’s ties to Carnegie and to Rockefeller, whose own foundation alongside eight others would pour a lot of money to implement the solutions proposed in the Flexner Report. Flexner’s brother, Simon, was also a friend of John D. Rockefeller, Jr, and he directed the Rockefeller Institute for Medical Research for more than three decades. Seen through our modern lens, this friendly alliance between medical education and capitalistic interest can trigger a fair amount of skepticism, if not outright conspiracy theories. It was in the wealthy elite’s interest to downplay the impact of social disparities on health and to promote the simpler idea that the human body was a machine whose broken parts could be mended by the right science-informed technician. But as we’ll see, the report itself did not stick to this narrow viewpoint.
Abraham Flexner, whom the Carnegie Foundation recruited for this massive work, was not a doctor; he was a teacher. Born in Louisville, Kentucky, Flexner studied Greek, Latin and philosophy as an undergrad at Johns Hopkins, and this university made a profound mark on him. It would become the template for Flexner’s medical education revolution.
After teaching high school, Flexner opened his own private preparatory school, which served as a laboratory for his educational convictions. After receiving a Master’s degree in philosophy from Harvard, exploring Europe, and writing a book on American education, he was recruited by the head of the Carnegie Foundation. His mission: to tour the 150 medical schools in the United States and Canada and report back in writing on what their problems were and how to solve them. Already, the deceptive marketing of many of these schools and their deficient scientific education was known; Flexner was to document it. His report was scathing.
Flexner wrote of the dissection rooms where cadavers were as dry as tanned leather. He denounced the medical colleges claiming to have access to a hospital for their students when that was not the case. Many schools did not have full-time faculty and lacked proper laboratories. At the North Carolina Medical College, in Charlotte, Flexner was told that asking about laboratories was futile: their students were “all thumbs,” better suited to be farmers.
His year-and-a-half survey of North America resulted in a three-tiered list of medical colleges.
Sixteen were in tier one, requiring at least two years of college for admission and doing their best to meet the standard set by the Johns Hopkins Medical School. Fifty were salvageable and required of their student applicants a high school diploma. The rest, mostly found in the south of the United States, was a complete loss, in his opinion. “For the law, if enforced, would stamp them out.” (In case my colleagues are curious, he admired McGill’s own medical school, calling it “excellent” and being impressed by its anatomical and pathological museums, as well as its library. Its medical budget at the time was a mere $77,000.)
Flexner’s short-term solution to the proliferation of inadequate, for-profit medical schools was to shut them down and fund the ones that had stricter standards and that were affiliated with a university. He recommended quality over quantity, with fewer but better equipped schools graduating fewer physicians that were better trained. His influential book-length report was used to justify an influx of $154 million in the medical education system over the course of nearly two decades.
While prioritizing quality is commendable, the consequences of the Flexner Report were not all positive. Almost all women’s and historically Black medical colleges shut down in its wake , and women were nearly eliminated from the physician workforce until the 1970s. Medical schools were consolidated in large urban centres and required more money and education to get in, which meant that middle- and upper-class white men had an easier time becoming physicians. And closing a bad medical college in the American South might have been smart in the short term, but if it was not replaced by a better school, it simply created an educational desert.
But if the Flexner Report was focused on improving medical education, why are so many homeopaths and naturopaths mad about it?
In chapter 10 of his report, Flexner goes for the jugular of what he calls the “medical sects.” Those were competing philosophies of medicine, like homeopathy, osteopathy, and eclectic medicine (a plant-based approach). Flexner correctly observes that unlike the doctor who wants facts and not dogma, “the sectarian […] begins with his mind made up.” He denounces the contradiction in many of the best sectarian colleges, where students underwent two years of chemistry, biology, and physics, before entering clinical training and suddenly being introduced to a pseudoscientific principle that contradicted what they had just learned.
Flexner was not single-handedly responsible for shutting these colleges down. In the ten years before the publication of his report, the 22 homeopathic colleges in the U.S. were trimmed down to 15. Much like the scientific revolution changing medicine, the Flexner Report did not begin the transformation but simply galvanized it.
Yet, Flexner, perceived as the hatchet man that tore down much of the medical education infrastructure, has become a lightning rod for misconceptions and bad arguments. He is sometimes accused of having denigrated the value of public health, which is simply false. In his report he writes of bad environmental conditions that breed disease, such as a contaminated water and food supply. The good doctor’s role, he writes on page 68, “is equally to heal the sick and to protect the well. The public health laboratory belongs, then, under the wing of the medical school.” To make the point even clearer, Flexner notes that “the physician’s function is fast becoming social and preventive, rather than individual and curative.”
And while a hyperfocus on science as the answer to medical problems can lead to inhumane treatment (and certainly had a role to play in eugenics and unconscionable medical experiments like Tuskegee’s), Flexner understood the importance of care. His ideal doctor required “insight and sympathy” in order to heal. That priority may have gotten lost in the implementation of his plan, but it is present in the report, black on white.
When the sectarians he condemns criticize his report, they often claim that he transformed medicine from a holistic view of the entire body into a myopic practice that only focused on broken body parts. This is a convenient argument for them. As scientific research nourished clinical practice, our body of medical knowledge grew, forcing doctors to specialize. But there is no real growth in so-called alternative medicine. There is no need to specialize when you believe there is only one true cause to all diseases. Whether it’s an alleged chiropractic subluxation or a blockage of the supposed life force called qi, it’s just an obstruction. All these practitioners need to do is find the source of the blockage and declog the pipe, much like a plumber. As Flexner pointed out, though, this is not science but dogma masquerading as knowledge.
As for the loss of holism in medicine, it still exists in family medicine, and especially in group practices, where integrating knowledge from specialties is commonplace. But given the incredible amount of knowledge generated in scientific medicine, it is absurd to expect every doctor to know everything.
The Flexner Report of 1910 was an imperfect catalyst that helped move medicine into its science-informed era. It would take many more decades, though, before the randomized controlled clinical trial was adopted as a gold standard for determining the worth of a treatment or preventative. The report also exacerbated inequalities in access to medical education in an attempt to reward the most rigorous institutions. Nonetheless, it argued that the best place for medical education was not in a privately owned and poorly regulated makeshift school but in a university, where foundational research could provide new solutions to the healer.
The kind of quackery that Flexner decried has not really gone away, despite what he predicted, and its practices certainly have not been criminalized. Osteopathy raised its standards in the United States and became, for all intents and purposes, equivalent to medicine. Homeopathic colleges are rare but their hyperdiluted concoctions are still widely available. Some dubious professions, like naturopaths, have acquired an unearned legitimacy in some states and provinces, and the concept of integrative medicine—of adding junk practices to actual medicine to get some sort of best of both worlds—has unfortunately made massive strides in academia .
The battle against medical sectarianism has not been won. There is a lot of work left to do.
Take-home message: - The Flexner Report, published in 1910, crystallized a revolution in North America toward teaching a type of medicine that was strongly influenced by scientific discoveries - The claim that Flexner downplayed the importance of public health and preventive medicine in his report because he was working for the Carnegie Foundation is simply false - The claim that medicine stopped treating the whole person after the Flexner Report came out but that natural healers still do is false: family medicine is holistic; medical specialties exist because of our increased knowledge; and natural healing practices have no need to specialize since they often believe there is one true cause to every disease, which is wrong
@CrackedScience
Water cures have flowed through history 16 aug 2024.
Office for science and society.
IMAGES
COMMENTS
June 3, 2021 28 min read. Market research is a process of gathering, analyzing, and interpreting information about a given market. It takes into account geographic, demographic, and psychographic data about past, current, and potential customers, as well as competitive analysis to evaluate the viability of a product offer.
10. Analyze sales data. Sales data is like a puzzle piece that can help reveal the full picture of market research insights. Essentially, it indicates the results. Paired with other market research data, sales data helps researchers better understand actions and consequences.
A field marketer plans and executes marketing activities that involve direct, face-to-face interactions with prospects or customers. This role often involves planning strategic events like trade shows, pop-ups, and experiential marketing campaigns. Field marketers may engage in market research to inform their strategy, handle event logistics ...
Here are some best practices for market research: 1. Define your research objectives: Clearly articulate the goals and purpose of your research. Identify the specific information you need to gather, such as customer insights, market size, competitor analysis, or product feedback. 2.
The field of marketing research is much older than that of market research. [7] Although both involve consumers, Marketing research is concerned specifically about marketing processes, such as advertising effectiveness and salesforce effectiveness, while market research is concerned specifically with markets and distribution. [ 8 ]
There are different ways to approach market research, including primary and secondary research and qualitative and quantitative research. The strongest approaches will include a combination of all four. "Virtually every business can benefit from conducting some market research," says Niles Koenigsberg of Real FiG Advertising + Marketing.
Qualitative research provides rich, nuanced insights that can inform product development, marketing strategies and brand positioning. 2. Quantitative research. Quantitative research, in contrast to qualitative research, involves the collection and analysis of numerical data, often through surveys, experiments and structured questionnaires.
How to conduct lean market research in 4 steps. The following four steps and practical examples will give you a solid market research plan for understanding who your users are and what they want from a company like yours. 1. Create simple user personas. A user persona is a semi-fictional character based on psychographic and demographic data ...
By offering strategic product placement opportunities, field marketing not only enhances the customer experience but also drives lead generation from local audiences. 2. In-store activations with retail partners. In-store activations are marketing initiatives conducted within retail spaces.
Field marketing is a crucial strategy for brands looking to interact directly with their target audience. It involves activities conducted outside the traditional advertising spaces, often directly in public areas, events, or at retail locations. This article delves into what field marketing is, the various types of field marketing campaigns ...
Marketing research is essentially a method utilized by companies to collect valuable information regarding their target market. Through the common practice of conducting market research, companies gather essential information that enables them to make informed decisions and develop products that resonate with consumers. It encompasses the gathering, analysis, and interpretation of data, which ...
This helps companies understand their target market — how the audience feels and behaves. There are 8 types of market research, each with their own methods and tools: Primary research. Secondary research. Qualitative research. Quantitative research. Branding research. Customer research. Competitor research.
Market research is the process of assessing the viability of a new good or service through research conducted directly with the consumer which allows a company to ...
Executing marketing research implies operating at a high level using best practices. Here are some key considerations: Ensure data accuracy by using reliable data collection methods and tools. Validate and clean the data to remove any errors or inconsistencies. Consider using multiple data sources and triangulating the findings to enhance ...
Market research is a field within marketing in which professionals conduct surveys and gather information regarding the potential success of marketing strategies, products and services. They can focus on demographics and buying habits when determining the best methods for advertising and marketing. Market researchers can also help develop a ...
The purpose of this study is to conduct a bibliometric analysis of the 100 most influential academic marketing research and to identify trending research topics in the marketing field with a focus on synthesizing data from existing studies, which will facilitate researchers in literature search and academic evaluation, as well as guide them to ...
SurveyMonkey is built to handle every use case and need. Explore our product to learn how SurveyMonkey can work for you. Get data-driven insights from a global leader in online surveys. Integrate with 100+ apps and plug-ins to get more done. Build and customize online forms to collect info and payments. Create better surveys and spot insights ...
Journal of Marketing Research (JMR) is a bimonthly, peer-reviewed journal that strives to publish the best manuscripts available that address research in marketing and marketing research practice.JMR is a scholarly and professional journal. It does not attempt to serve the generalist in marketing management, but it does strive to appeal to the professional in marketing research.
Field research is defined as a qualitative method of data collection that aims to observe, interact and understand people while they are in a natural environment. This article talks about the reasons to conduct field research and their methods and steps. This article also talks about examples of field research and the advantages and disadvantages of this research method.
First, we explain practice theory in general. Second, we discuss practice theoretical research in the disciplines of management, markets-as-practice, and consumer research to glean potential insights transferrable to marketing. Third, we review the practice theoretical research in the field of marketing to chart the extant research.
The Journal of Marketing (JM) develops and disseminates knowledge about real-world marketing questions relevant to scholars, educators, managers, consumers, policy makers and other societal stakeholders. It is the premier outlet for substantive research in marketing. Since its founding in 1936, JM has played a significant role in shaping the content and boundaries of the marketing discipline.
An important part of a marketer's job is to ensure that their marketing strategy works well with other business functions of an organisation. For this, marketers may conduct marketing research to study the market even after a product is already in the market. If you are interested in becoming a marketer, learning about this type of research can ...
Green and Tull 1 have defined marketing research as follows: "Marketing research is the systematic and objective search for, and analysis of, information relevant to the identification and solution of any problem in the field of marketing." The key words in this definition are; systematic, objective and analysis.
New research on marketing from Harvard Business School faculty on issues including advertising, crisis communications, social media, digital marketing techniques and strategy. Page 1 of 320 Results ... Soldiers Field Boston, MA 02163 Email: Editor-in-Chief.
To the conspiracy-minded alternative health practitioner, everything was great until the Flexner Report was published. Humanity was crushing diseases with herbal remedies and natural potions until 1910 when the "medical-industrial complex" came together and "criminalized natural therapies." We are now afflicted by Rockefeller medicine, where ill citizens are hooked on expensive drugs ...