Multiple Orientations for the Conduct of Marketing Research: An Analysis of the Academic/Practitioner Distinction
分析了学术研究与实务导向研究在市场营销中的区别，通过三个案例说明两种取向的必要性，帮助研究者理解如何结合两者解决营销问题。
A distinction often is made in marketing between academic and practitioner-oriented research. That distinction has been used to justify one type of research by highlighting the limitations of the other. The authors use a validity network schema developed by Brinberg and McGrath to characterize academic and practitioner orientations in research. Three extended examples (research using the Fishbein theory of reasoned action, causal modeling, and consumer satisfaction/complaining behavior) illustrate the use of both academic and practitioner orientations. The authors argue that both are necessary for understanding marketing problems.