On the offbeat: applying the jazz metaphor to move from mainstream to more holistic marketing research

Mills, Michael K. (2008) On the offbeat: applying the jazz metaphor to move from mainstream to more holistic marketing research. In: ANZMAC 2008: Shifting the Focus from Mainstream to Offbeat, 1-3 Dec 2008, Sydney, Australia.

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The article employs the metaphor of jazz music making to facilitate visualisation and implementation of needed change within the market research profession. The article also contributes to the literature in positing potential new forms of evaluation criteria suggested by the metaphor which might be used in evaluating research (and researcher) quality. An example of how the metaphor might be applied to make the typical research presentation more engaging to decision-makers is also provided.

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Item Type: Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)
Refereed: Yes
Item Status: Live Archive
Additional Information: Authors retain copyright.
Faculty / Department / School: Historic - Faculty of Business - School of Management and Marketing
Date Deposited: 21 Jan 2009 06:48
Last Modified: 21 Aug 2014 06:11
Uncontrolled Keywords: jazz; metaphor; mainstream; holistic; marketing; research; change
Fields of Research : 15 Commerce, Management, Tourism and Services > 1505 Marketing > 150505 Marketing Research Methodology
15 Commerce, Management, Tourism and Services > 1503 Business and Management > 150307 Innovation and Technology Management
22 Philosophy and Religious Studies > 2201 Applied Ethics > 220107 Professional Ethics (incl. police and research ethics)
Socio-Economic Objective: B Economic Development > 91 Economic Framework > 9104 Management and Productivity > 910403 Marketing
URI: http://eprints.usq.edu.au/id/eprint/4740

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