Re-thinking direct marketing research

Most think of scholarly research as experiments, studies, surveys, expositions of existing research, and the like. Generally, it is written in a style and manner that often can be interpreted only by a select few. But the question arises whether this is really what education, teaching, and learning...

Full description

Saved in:
Bibliographic Details
Published in:Journal of interactive marketing 1994-04, Vol.8 (2), p.7
Main Author: Schultz, Don E
Format: Article
Language:English
Subjects:
Critiques
Direct marketing
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:Most think of scholarly research as experiments, studies, surveys, expositions of existing research, and the like. Generally, it is written in a style and manner that often can be interpreted only by a select few. But the question arises whether this is really what education, teaching, and learning are about. The questions become lost, and the answers are never found, among the computer jargon, statistical manipulation, and high-sounding hypotheses. Usable knowledge and useful information are what the Journal of Direct Marketing is about. This is not to discount the value of statistical analysis nor to challenge the rigor of scientific research. It does seem to focus more in the area of learning broad, basic areas about direct marketing - about consumers.
ISSN:1094-9968
1520-6653