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.
Human Dimension in Marketing Research: A Sense-Making Approach
INTRODUCTIONMarketing Research is an important element of the marketing process. Conventional marketing research models have not paid adequate attention to the human element in the research process. The premise of this paper is that human element affects the research process significantly. That element is a tacitly understood aspect of the marketing research process. To better understand the human element as it appears among those providing marketing research is essential for successful decisions. It enables us to better understand, for example, why do we decide to segment marketing in particular ways, how do we decide what research to initiate, and why do we tend to accept some findings and not notice others? To shed light on the human element a...