The way you see is what you get. Market research as modes of knowledge production

Sofie Møller Bjerrisgaard, Dannie Kjeldgaard

Research output: Chapter in Book/Report/Conference proceedingBook chapterEducationpeer-review


This chapter addresses the topic of global market research and questions the conventional
understanding of market research techniques as managerial devices used to improve marketing
decisions. Instead, this chapter considers market research as a cultural practice. This
means that market research is no longer understood as a straightforward process of designing
the study, collecting the data, interpreting the information and disseminating it throughout
the organization in order to enhance decision-making and ultimately organizational profi tability.
Alternatively, a cultural perspective upon market research addresses the question of
how the type of insights generated about consumers/markets is structured by the choice of
market research method. Based upon an ethnographic study of a global market research
technique within the context of advertising, this chapter demonstrates how divergent
practices and orientations of market research frame the kind of knowledge generated about
consumers, markets, products and brands in global markets. The implications of such a
reconceptualization of market research concern the refl exivity of managers upon their own
marketplace embeddedness and the strategies involved in mobilizing such refl exivity in
order to distinguish between various ways of engaging with market information.
Original languageEnglish
Title of host publicationMarketing Management : A Cultural Perspective
EditorsLisa Penaloza, Nil Özçaglar-Toulouse , Luca Visconti
Number of pages15
Publication date2012
ISBN (Print)978-0415606837
Publication statusPublished - 2012

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