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Marketing Research in Australia and New Zealand
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Marketing Research in Australia and New Zealand Robert E. Widing University of Melbourne Australia
SPECIAL EDITOR A special session on "Marketing Research in Australia and New Zealand" was held at ANZMAC99 (the 1999 annual conference of the Australia - New Zealand Marketing Academy). Some of our leading academics were asked to address key issues affecting the future of academic marketing research, including the establishment of priorities and strategies to improve the quality and quantity of our research output. We, were subsequently asked by the editors of the Australasian Marketing Journal to submit the presentations for publication consideration in a special section of the journal. The result is this collection of papers, which goes some way toward assessing our current status and proposing an ANZ (Australia-New Zealand) research philosophy and agenda. The special session included presentations by Roderick Brodie (University of Auckland), Gary. Lilien (Pennsylvania State University), Jordan Louviere (UniYersity of Sydney)~ John Roberts (University of New South Wales), Jill Sweeney (University of Western Australia), and Mark Uncles (University of New South Wales). I organised and chaired the special session. UnfortuIlately, Jordan Louviere was forced to withdraw from participation in this special section due to health reasons. Fortunately, some of Jordan's many thoughtful observations are reflected in the. other papers.
AUSTRALASIAN MARKETING JOURNAL, VOLUME 8,. No.2
John Roberts' paper, "Whether an Australian-New Zealand Research Agenda," serves as the keystone of the special section. He asks whether ANZ researchers should focus on marketing problems peculiar to ANZ, or on problems of interest on the world stage. He observes that most marketing problems are not unique to ANZ, but are experienced· much more broadly. Systematic analysis and convincing argument show that geographically restricted research is likely to be less productive for the researcher, our institutions, and marketing in ANZ, in comparison to a research strategy that is highly integrated with marketing world-wide. Is there room for Australian oriented research in marketing? Of course. However, much research of interest globally also applies locally. Most important marketing problems are not geographically constrained and, therefore, the research problems we select should not be bounded by borders.
to engage in consulting and executive education). He
highlights that we as a discipline are improving on many counts, as reflected in training improvements, the rewards for research productivity, and improved networking opportunities through ANZMAC, but also stresses that we need to continue on with the improvement journey. His advice to junior (and senior) scholars is compelling reading. It includes the balancing and prioritisation of competing demands, as well as the importance of achieving synergy across research,· teaching and consulting. Rod Brodie devotes his paper to ways to improve the research infrastructure through our regional association ANZMAC. He identifies the value of an MSI type institute as not only funding research, but creatitig a dialog between academics and industry for the purpoSe of prioritising the research agenda. He examines the contributions of ANZMAC, much under his direction, to . introducing doctoral colloquium, improving networking opportunities among ANZMAC's 300 plus members, providing an ever increasing quality conference, and serving as a forum to articulate the research future of ANZ.
GaryLilien follows with a paper detailing a 7-point program outlining how ANZ researchers can elevate the quality of their contributions and become more tightly integrated into marketing research on a global level. He builds upon Robert's paper by supporting the thesis that geographic segmentation (re ANZ based) for research was unnecessary and in many ways counterproductive to improving the quality of our contributions to the . Jill Sweeney completes the set of papers by studying the literature. .Lilien notes. that research questions should degree to which ANZ research is in step with that of primarily revolve around questions concerning the North America and Europe. She found some similarities research domain {eg., the issues/topics and types of and rather striking differences, which were then marketplaces}, methodology, and quality aspirations of compared against the MSI research priorities. She the researcher (eg., to publish in the best journals provides a view that offers the greatest support for a worldwide or target lesser journals with a local flavor). unique ANZ research agenda, but she still cautions that Lilien provides evidence to suggest that the center of while ANZ can be world's best at some things, such gravity for marketing research is outside of Australia, . research should focus on narrowly defmed areas of primarily in North America (although some would argue interest This view is not inconsisteIit with the position that certain research streams are best represented by advanced by Roberts and Lilien, but the latter authors do European schools of thought). To fully develop as a provide cautions against a unique ANZ research agenda. researcher he suggests a number of ways for researchers Roberts, for example, states that an ANZ research to grow and become .involved with marketing agenda. researchers and activities overseas. His thoughtful advice should serve marketing scholars at all levels. ". . . may make sense for individual scholars. Small groups of people can survive in smaller niches than large groups of people. Thus, there may perfectly well be Mark Uncles continues the call for improved research quality through the training and mentoring of junior room for a number of scholars to carve out perfectly faculty. He does a wonderful job of cataloging the respectable research careers looking at specifically obstacles to improving research in marketing. He Australian problems. However, because these problems identifies problems with research productivity, doctoral appear little different to problems faced.in other parts of training, .aIld sub-optimal concentrations of focused the world it does not appear as though this is going to be research talent The problems he cites range from those a strategy which will be highly valued by large segments found worldwide, to some that seem unique to ANZ of the academic or managerial population within this country. II institutions (e.g., the rich opportunities for junior faculty AUSTRALASIAN MARKETING JOURNAL. VOLUME 8. No.2
~
A consistent theme throughout most of the papers was the need for ANZ researchers to reach out to overseas scholars, associations, universities, journals, and research institutions.' John Roberts highlights the contributions made by many. of our academics that have published in the "A" marketing and other quality journals. Moreover, we have regular visitors of the highest quality, such as Gary Lilien, Jan Heide, David Wilson, Naresh Malhotra, and David Cravens. Our study leaves also increasingly focus on ANZ faculty visiting top institutions overseas, where learning and collaboration are key outcomes. Finally, we have "salted" our institutions with faculty members who took PhDs overseas, which has further exposed us to alternative approaches to top research. These activities and events have raised our profile internationally and enhanced our reputations in an increasingly integrated world academic community.
and Marketing Science, (although many would add other journals, .such as the leading European journal, the International Journal of Research in Marketing). The winners of the ANZMAC Distinguished Researcher Award since its inception include Roberts (1996), Dowling and Midgely (1997), Widing (1998), and Alpert (1999). These authors and many others who have published in high quality international journals have done much to raise our international profile. We are indebted to them for their contributions.
To distil a number of the issues down to a single outcome is, of course, simplistic. Therefore, indulge me as I state that the most fundamental and important way to measure our successes and contributions is to examine our publication records in the top journals. As others have observed before me, we play to the applause of our peers. While we are improving in ANZ, the applause is certainly not thunderous. When we pick up the leading marketing journals in the world and regularly observe ANZ universities as the institution of record, we'll have then earned our place among the world's best producers.
That said, we should also count our accomplishments. John Roberts, University of New South Wales (AGSM), won the O'Dell Award in 1996. This award is given to the article published in the Journal of Marketing Research five years prior to the time the award is given (which allows for the wisdom of time to deliver its judgement). Many consider this to be the top award given by our discipline. My experiences overseas have convinced me that· the Roberts' O'Dell Award was massively instrumental in raising the awareness of the quality of marketing in ANZ universities. He is our most highly respected and well- known scholar. Each of the ANZMAC research awards (given since 1996), as highlighted by Roberts in this issue, was awarded to an author who published in an "A" marketing journal. The journals widely agreed upon to be in the top category include the Journal of Marketing Research.
Journal of Marketing. Journal of Consumer Research,
Importantly, our doctoral programs are also improving through improved candidate selection, better supervision, and the introduction of relevant coursework. This has been done without our sacrificing the distinctive apprenticeship approach that is our heritage. Jordan Louviere, when speaking in his presentation about the quality of the ANZMAC99 doctoral colloquia, highlighted the tremendous increase in the number of quality dissertations in just a few short years. Jordan is not known for hollow compliment. This speaks well for the future Qf our marketing faculties. Australian academics also densely populate the list of attendees at many top marketing conferences, which serves to satisfy a recommendation made by Lilien. We also increasingly engage in research valued by top international marketing institutions such as· MSI. Note too the increasing presence of ANZ academics on editorial boards in the leading international journals. In short, the leading ANZ institutions and researchers are already global in outlook, frames of reference, and aspirations. It is fair to conclude that most of the contributors to the special session believe that the future of Australia-New Zealand research will greatly benefit from, if not depend upon, continued international integration and cooperation. This is not to say that region-specific research is not of value, only that it should serve as a research niche. "Building a strong foundation" has been a continuing theme and purpose for ANZMAC. The contributors to this special section provide evidence to show that the building blocks have been put in place and that we are now well positioned to increase our research expectations. I trust you will enjoy and benefit from the advice provided in the following pages on how we might increase and improve our contributions to the marketing
AUS1'RALASIANMARI
.[ill
literature. I extend my thanks to these senior academics for their gifts of time and talent by participating in the special session and preparing the paperstbat follow.
AUSTRALASIAN MARKETING JOURNAL, VOLUMES, No. 2
~
amJ
Marketing Research in Australia and New Zealand Robert E. Widing University of Melbourne Australia
SPECIAL EDITOR A special session on "Marketing Research in Australia and New Zealand" was held at ANZMAC99 (the 1999 annual conference of the Australia - New Zealand Marketing Academy). Some of our leading academics were asked to address key issues affecting the future of academic marketing research, including the establishment of priorities and strategies to improve the quality and quantity of our research output. We, were subsequently asked by the editors of the Australasian Marketing Journal to submit the presentations for publication consideration in a special section of the journal. The result is this collection of papers, which goes some way toward assessing our current status and proposing an ANZ (Australia-New Zealand) research philosophy and agenda. The special session included presentations by Roderick Brodie (University of Auckland), Gary. Lilien (Pennsylvania State University), Jordan Louviere (UniYersity of Sydney)~ John Roberts (University of New South Wales), Jill Sweeney (University of Western Australia), and Mark Uncles (University of New South Wales). I organised and chaired the special session. UnfortuIlately, Jordan Louviere was forced to withdraw from participation in this special section due to health reasons. Fortunately, some of Jordan's many thoughtful observations are reflected in the. other papers.
AUSTRALASIAN MARKETING JOURNAL, VOLUME 8,. No.2
John Roberts' paper, "Whether an Australian-New Zealand Research Agenda," serves as the keystone of the special section. He asks whether ANZ researchers should focus on marketing problems peculiar to ANZ, or on problems of interest on the world stage. He observes that most marketing problems are not unique to ANZ, but are experienced· much more broadly. Systematic analysis and convincing argument show that geographically restricted research is likely to be less productive for the researcher, our institutions, and marketing in ANZ, in comparison to a research strategy that is highly integrated with marketing world-wide. Is there room for Australian oriented research in marketing? Of course. However, much research of interest globally also applies locally. Most important marketing problems are not geographically constrained and, therefore, the research problems we select should not be bounded by borders.
to engage in consulting and executive education). He
highlights that we as a discipline are improving on many counts, as reflected in training improvements, the rewards for research productivity, and improved networking opportunities through ANZMAC, but also stresses that we need to continue on with the improvement journey. His advice to junior (and senior) scholars is compelling reading. It includes the balancing and prioritisation of competing demands, as well as the importance of achieving synergy across research,· teaching and consulting. Rod Brodie devotes his paper to ways to improve the research infrastructure through our regional association ANZMAC. He identifies the value of an MSI type institute as not only funding research, but creatitig a dialog between academics and industry for the purpoSe of prioritising the research agenda. He examines the contributions of ANZMAC, much under his direction, to . introducing doctoral colloquium, improving networking opportunities among ANZMAC's 300 plus members, providing an ever increasing quality conference, and serving as a forum to articulate the research future of ANZ.
GaryLilien follows with a paper detailing a 7-point program outlining how ANZ researchers can elevate the quality of their contributions and become more tightly integrated into marketing research on a global level. He builds upon Robert's paper by supporting the thesis that geographic segmentation (re ANZ based) for research was unnecessary and in many ways counterproductive to improving the quality of our contributions to the . Jill Sweeney completes the set of papers by studying the literature. .Lilien notes. that research questions should degree to which ANZ research is in step with that of primarily revolve around questions concerning the North America and Europe. She found some similarities research domain {eg., the issues/topics and types of and rather striking differences, which were then marketplaces}, methodology, and quality aspirations of compared against the MSI research priorities. She the researcher (eg., to publish in the best journals provides a view that offers the greatest support for a worldwide or target lesser journals with a local flavor). unique ANZ research agenda, but she still cautions that Lilien provides evidence to suggest that the center of while ANZ can be world's best at some things, such gravity for marketing research is outside of Australia, . research should focus on narrowly defmed areas of primarily in North America (although some would argue interest This view is not inconsisteIit with the position that certain research streams are best represented by advanced by Roberts and Lilien, but the latter authors do European schools of thought). To fully develop as a provide cautions against a unique ANZ research agenda. researcher he suggests a number of ways for researchers Roberts, for example, states that an ANZ research to grow and become .involved with marketing agenda. researchers and activities overseas. His thoughtful advice should serve marketing scholars at all levels. ". . . may make sense for individual scholars. Small groups of people can survive in smaller niches than large groups of people. Thus, there may perfectly well be Mark Uncles continues the call for improved research quality through the training and mentoring of junior room for a number of scholars to carve out perfectly faculty. He does a wonderful job of cataloging the respectable research careers looking at specifically obstacles to improving research in marketing. He Australian problems. However, because these problems identifies problems with research productivity, doctoral appear little different to problems faced.in other parts of training, .aIld sub-optimal concentrations of focused the world it does not appear as though this is going to be research talent The problems he cites range from those a strategy which will be highly valued by large segments found worldwide, to some that seem unique to ANZ of the academic or managerial population within this country. II institutions (e.g., the rich opportunities for junior faculty AUSTRALASIAN MARKETING JOURNAL. VOLUME 8. No.2
~
A consistent theme throughout most of the papers was the need for ANZ researchers to reach out to overseas scholars, associations, universities, journals, and research institutions.' John Roberts highlights the contributions made by many. of our academics that have published in the "A" marketing and other quality journals. Moreover, we have regular visitors of the highest quality, such as Gary Lilien, Jan Heide, David Wilson, Naresh Malhotra, and David Cravens. Our study leaves also increasingly focus on ANZ faculty visiting top institutions overseas, where learning and collaboration are key outcomes. Finally, we have "salted" our institutions with faculty members who took PhDs overseas, which has further exposed us to alternative approaches to top research. These activities and events have raised our profile internationally and enhanced our reputations in an increasingly integrated world academic community.
and Marketing Science, (although many would add other journals, .such as the leading European journal, the International Journal of Research in Marketing). The winners of the ANZMAC Distinguished Researcher Award since its inception include Roberts (1996), Dowling and Midgely (1997), Widing (1998), and Alpert (1999). These authors and many others who have published in high quality international journals have done much to raise our international profile. We are indebted to them for their contributions.
To distil a number of the issues down to a single outcome is, of course, simplistic. Therefore, indulge me as I state that the most fundamental and important way to measure our successes and contributions is to examine our publication records in the top journals. As others have observed before me, we play to the applause of our peers. While we are improving in ANZ, the applause is certainly not thunderous. When we pick up the leading marketing journals in the world and regularly observe ANZ universities as the institution of record, we'll have then earned our place among the world's best producers.
That said, we should also count our accomplishments. John Roberts, University of New South Wales (AGSM), won the O'Dell Award in 1996. This award is given to the article published in the Journal of Marketing Research five years prior to the time the award is given (which allows for the wisdom of time to deliver its judgement). Many consider this to be the top award given by our discipline. My experiences overseas have convinced me that· the Roberts' O'Dell Award was massively instrumental in raising the awareness of the quality of marketing in ANZ universities. He is our most highly respected and well- known scholar. Each of the ANZMAC research awards (given since 1996), as highlighted by Roberts in this issue, was awarded to an author who published in an "A" marketing journal. The journals widely agreed upon to be in the top category include the Journal of Marketing Research.
Journal of Marketing. Journal of Consumer Research,
Importantly, our doctoral programs are also improving through improved candidate selection, better supervision, and the introduction of relevant coursework. This has been done without our sacrificing the distinctive apprenticeship approach that is our heritage. Jordan Louviere, when speaking in his presentation about the quality of the ANZMAC99 doctoral colloquia, highlighted the tremendous increase in the number of quality dissertations in just a few short years. Jordan is not known for hollow compliment. This speaks well for the future Qf our marketing faculties. Australian academics also densely populate the list of attendees at many top marketing conferences, which serves to satisfy a recommendation made by Lilien. We also increasingly engage in research valued by top international marketing institutions such as· MSI. Note too the increasing presence of ANZ academics on editorial boards in the leading international journals. In short, the leading ANZ institutions and researchers are already global in outlook, frames of reference, and aspirations. It is fair to conclude that most of the contributors to the special session believe that the future of Australia-New Zealand research will greatly benefit from, if not depend upon, continued international integration and cooperation. This is not to say that region-specific research is not of value, only that it should serve as a research niche. "Building a strong foundation" has been a continuing theme and purpose for ANZMAC. The contributors to this special section provide evidence to show that the building blocks have been put in place and that we are now well positioned to increase our research expectations. I trust you will enjoy and benefit from the advice provided in the following pages on how we might increase and improve our contributions to the marketing
AUS1'RALASIANMARI
.[ill
literature. I extend my thanks to these senior academics for their gifts of time and talent by participating in the special session and preparing the paperstbat follow.
AUSTRALASIAN MARKETING JOURNAL, VOLUMES, No. 2
~