Human Dimension in Marketing Research: A Sense-Making Approach

Natarajan, Vivek S., Godkin, Lynn, Parayitam, Satyanarayana, Academy of Marketing Studies Journal

ABSTRACT

Marketing research is an important element of the marketing process. Typical models of research explain research as an objective process. However, like any other process, marketing research has human elements. Hence, there are subjective elements that are inherent to the research process. We employ the sense making approach to delineate these subjective processes. Sense-making perspective as applied to the marketing research process is discussed.

Key Words: Marketing research, sense-making

INTRODUCTION

Marketing Research is an important element of the marketing process. Conventional marketing research models have not paid adequate attention to the …

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Publication information: Article title: Human Dimension in Marketing Research: A Sense-Making Approach. Contributors: Natarajan, Vivek S. - Author, Godkin, Lynn - Author, Parayitam, Satyanarayana - Author. Journal title: Academy of Marketing Studies Journal. Volume: 13. Issue: 2 Publication date: July 1, 2009. Page number: 35+. © 2008 The DreamCatchers Group, LLC. Provided by ProQuest LLC. All Rights Reserved.

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