According to Jeffrey R. Schultz, in the scholar-practitioner model, one abandons the individualistic view of things, searches for the right connections, builds effective bridges between theory and practice, and accesses comprehensive knowledge in the field of specialization (Schultz, n.d.).
I will discuss how reading The Market Research Arms Race Paper for BROOKE ZACH can accomplish this in this paper.
Background
The paper discusses the transformations in market research based on opinion polls, which are slowly moving toward widespread reliance on artificial intelligence. The author discusses the growth of major companies in this field that have been operating since 1980 but did not develop until 2000, but the results reached by these companies are devoid of reality and do not truly reflect customer satisfaction.
The problem of practice :
The writer divided the practice problem in more than one way:
- Fraudulent respondents: this category of respondents is prevalent in surveys and does not reflect the facts (BROOKE, 2018).
- Paid surveys: The author considered that they do not reflect the satisfaction of real customers from pure shoppers (BROOKE, 2018).
- Technology and innovation have become the biggest challenges facing the market research industry as they open the door to emerging companies, although current market research is still appreciated (BROOKE, 2018).
Renovation and improvement:
After his research and comparison of the way significant companies work in this regard, the author concludes that advisory services in market research should develop business plans in them. Instead of relying only on mathematics knights, skilled people should be involved in business management. People’s behavior analysis is now measured by big data and the application of artificial intelligence tools, which provide predictive analytics to quickly identify those patterns (BROOKE, 2018).
Example:
The author gave the example of the Zappi company, as it is independent of writing questionnaires, recruiting samples, and building reports. The company manager said they have many tools and can choose from them. The sample needs to be determined by selecting the demographic audience, uploading the marketer’s ideas, and they will present the results within hours, not weeks, as old-fashioned companies do (BROOKE, 2018)
Conclusion
There is a phrase in which the author concludes his paper with the focus must be re-focused on the reason behind the practice and not the work method itself. Preserving the reason drives the scholar-practitioner to develop his/her work and not to safeguard the profession itself. The scholar-practitioner uses the theoretical and empirical scientific literature to establish practices and behaviors (McCaslin, 2017).
References
BROOKE, Z. (2018). The Market Research Arms Race. Marketing News, 52(6), 78–87. Retrieved from EBSCO multi-search database
McCaslin, M. (2017). The Scholar-Practitioner-Leader: An Introduction.
https://research.phoenix.edu/blog/scholar-practitioner-leader-introduction
Schultz, J. (n.d.). The Scholar-Practitioner, A Philosophy of Leadership
https://files.eric.ed.gov/fulltext/EJ942498.pdf