Post-Pandemic Reflections on Challenges and Opportunities  for Marketing Research in the 21st Century

Joseph F.  Hair; Dana Harrison; Jeffrey Risher

doi:10.24883/IberoamericanIC.v12i.2022.e0411

Autores

Joseph F. Hair University of South Alabama, Alabama https://orcid.org/0000-0002-9226-9693
Dana Harrison East Tennessee State University, Johnson City https://orcid.org/0000-0002-7250-9522
Jeffrey Risher Southeastern Oklahoma State University, Oklahoma https://orcid.org/0000-0002-0359-2668

DOI:

https://doi.org/10.24883/IberoamericanIC.v12i.2022.e0411

Palavras-chave:

Big Data, Data Analytics , Data Quality, Marketing Analytics, Marketing Research

Resumo

The role of marketing is evolving rapidly, and design and analysis methods used by marketing researchers are also changing. These changes are emerging from transformations in management skills, technological innovations, continuously evolving customer behavior, and most recently the Covid-19 pandemic. But perhaps the most substantial driver of these changes is the emergence of big data and the analytical methods used to examine and understand the data. To continue being relevant, marketing research must remain as dynamic as the markets themselves and adapt accordingly to the following: data will continue increasing exponentially; data quality will improve; analytics will be more powerful, easier to use, and more widely used; management and customer decisions will increasingly be knowledge-based; privacy issues and challenges will be both a problem and an opportunity as organizations develop their analytics skills; data analytics will become firmly established as a competitive advantage, both in the marketing research industry and in academics; and for the foreseeable future, the demand for highly trained data scientists will exceed the supply.

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Biografia do Autor

Joseph F. Hair, University of South Alabama, Alabama

PhD, University of Florida. Dr. Hair is the Director of the Ph.D. Program in Business Administration and Cleverdon Chair of Business, Mitchell College of Business, University of South Alabama. He previously developed one of the first U.S. non-traditional doctoral programs at Kennesaw State University, and before that was on the faculty of the Ourso College of Business Administration, Louisiana State University, where he held the Copeland Endowed Chair of Marketing. He earned his Ph.D. in Marketing from the University of Florida, Gainesville, where he was a United States Steel Foundation Fellow.

Dana Harrison, East Tennessee State University, Johnson City

Master of Business Administration from East Tennessee State University and a Doctor of Business Administration (DBA) in Marketing from Kennesaw State University. Dr. Dana E. Harrison is Chair of the Department of Management and Marketing, the Director of MBA Programs and an Associate Professor of Marketing. Prior to her work in academia, Dr. Harrison spent many years assisting software companies and channel resellers with marketing and sales management. She earned her Bachelor of Science in public relations from Middle Tennessee State University.

Jeffrey Risher, Southeastern Oklahoma State University, Oklahoma

Assistant Professor - Management & Marketing. DBA, Marketing, Kennesaw State University.

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