Marketing Research Trends: Issues and Research Direction

Authors

  • Linus Osuagwu American University of Nigeria

DOI:

https://doi.org/10.32924/ijbs.v5i2.163

Keywords:

Marketing, Marketing research, marketing research trend, mixed methods.

Abstract

Marketing research is the systematic and objective conceptualization of a marketing problem, and the consequent collection, analysis, interpretation and reporting of data and information in order to clarify the marketing problem and/or solve it. It has both theoretical and practical forms of importance, with varying trends in issues, methods and practices.  This paper examines salient marketing research trend issues and proposes a research direction in business organizations which will help to provide relevant theoretical and practical insights and opportunities.

 

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Submitted

2020-09-15

Accepted

2021-03-15

Published

2021-06-30

How to Cite

Osuagwu, L. (2021). Marketing Research Trends: Issues and Research Direction. International Journal of Business Studies, 5(2), 63–75. https://doi.org/10.32924/ijbs.v5i2.163

Issue

Vol. 5 No. 2 (2021): International Journal of Business Studies (IJBS)

Section

Articles

License

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