Skip to main content

Distribution of Marketing Research Material to Universities: The Case of Archive of Market and Social Research (AMSR).

Tzempelikos, N., Kooli, K., Stoneking, M., Aravapoulou, E., Birn, R. and Kosack, E., 2020. Distribution of Marketing Research Material to Universities: The Case of Archive of Market and Social Research (AMSR). Journal of Business-to-Business Marketing, 27 (2), 187-202.

Full text available as:

[img] PDF
v5_JBBM_2019.pdf - Accepted Version
Restricted to Repository staff only until 12 November 2021.
Available under License Creative Commons Attribution Non-commercial.

679kB

DOI: 10.1080/1051712X.2020.1748376

Abstract

The aim of this note is to understand how content relating to marketing and market research is distributed to and within universities. The focus of the study includes the behavior of all those in this market for information, namely suppliers (whether content generators, aggregators, packagers, or distributors of content) of marketing research, university staff, and students. The case study method was implemented to collect data. The case study focuses on UK Higher Education. Specifically, the authors use the case study of the newly developed Archive of Market and Social Research (AMSR) to explore how content relating to marketing and market research is distributed to and within universities. The research involved personal interviews with 15 librarian senior managers selected from 14 universities. The interviews with librarians provided insight into how AMSR could be distributed to university libraries and how it could be accessed. The findings highlight the role of university academics in specifying the content of marketing and market research. They focus on ‘real world’ management problems to deliver research with impact and relevant teaching. Therefore, they need company and industry information and are more likely to use current sources. The study maps the process of acquisition of marketing and market research content by universities and identifies the different roles involved in this process. The study is in line with the emerging literature that focuses on the role of education in explaining the relevance gap in marketing research. The study contrasts between the situation in the university market and industrial buying and adds to our understanding of the complexities associated with the distribution of the marketing research material. The result is expected to be a much sharper focus for the marketing of the archive material, leading to greater use of recent high-quality market research by marketing educators, and changes to marketing and market research syllabuses. This note provides insight into how suppliers (whether content generators, aggregators, packagers, or distributors of content) of market and marketing research should market to universities and ensure the use of their information resources by students and teachers and how they should. The findings of the study contribute to understanding customer needs and shaping a new service product proposition. In addition, the study provides insight into how university students and staff access and should access commercial research on marketing from the market research industry (in particular from the Archive of Market and Social Research) and use it in their learning, so that their knowledge will be more up to date and their employability will be increased. Adding several insights to the issue of distribution of marketing research material to universities. The paper relates to the marketing of information resources to universities, specifically to the work of the Archive of Market and Social Research, in marketing their information assets to universities, and more specifically the relationship between the “push” of suppliers, libraries, journal and textbook suppliers and information aggregators (such as EBSCO and JISC) and the pull coming from academic researchers and lecturers, who might use this information in their teaching and research. The present study can be seen as a classic case study of understanding buyer behavior, but in a modern world of information platforms, aggregation, and the digital economy.

Item Type:Article
ISSN:1051-712X
Uncontrolled Keywords:Marketing research; marketing education; information technology; managerial relevance; universities; library; archive; purchasing
Group:Bournemouth University Business School
ID Code:35026
Deposited By: Unnamed user with email symplectic@symplectic
Deposited On:19 Feb 2021 17:40
Last Modified:15 Aug 2021 08:27

Downloads

Downloads per month over past year

More statistics for this item...
Repository Staff Only -