Short answer

Design research projects should consider the digital confidence of the researchers and the specific market segment (B2B/B2C) when planning methodologies.

Field
Innovation & Markets
Source
Journal of Applied Business Research (JABR) (2011)
Method
Survey research
Evidence
Moderate effect

Marketing research design decisions are influenced by consultants' confidence in their internet skills and whether their firm focuses on business-to-business (B2B) or business-to-consumer (B2C) markets. This innovation & markets research insight is drawn from a 2011 study published in Journal of Applied Business Research (JABR). Using Survey research, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Design research projects should consider the digital confidence of the researchers and the specific market segment (B2B/B2C) when planning methodologies.

Study
Innovation & MarketsHigh ImpactModerate effect

Consultant Internet Self-Efficacy and Firm Orientation Shape Marketing Research Design

Marketing research design decisions are influenced by consultants' confidence in their internet skills and whether their firm focuses on business-to-business (B2B) or business-to-consumer (B2C) markets.

Journal of Applied Business Research (JABR) · 2011

01

Key Findings

  • 01A significant shift towards internet-based data collection methods is confirmed.
  • 02Analysis techniques have remained relatively stable over the past two decades.
  • 03Research design decisions are influenced by consultants' perceived internet self-efficacy.
  • 04Firm orientation (B2B vs. B2C) also plays a role in research design choices.
02

Application

Design takeaway

Design research projects should consider the digital confidence of the researchers and the specific market segment (B2B/B2C) when planning methodologies.

How to apply

When designing a research project, consider the team's comfort level with digital tools and tailor the approach to the specific client or market segment.

Project actions

  • 01When planning your research, think about what digital tools you are comfortable using.
  • 02Consider if your project is for a business client or a consumer audience, as this might influence your approach.
03

Method & Evidence

AimTo understand how marketing consultants' perceptions of their internet self-efficacy and their firm's B2B/B2C orientation influence their marketing research design choices.
MethodSurvey research
ProcedureA survey was administered to marketing consultants to gather data on their data collection methods, analysis techniques, research participants, project topics, internet self-efficacy, and firm orientation (B2B/B2C).
ContextMarketing research industry

Variables

IV["Consultant's perceived internet self-efficacy","Firm's orientation (B2B/B2C)"]
DV["Marketing research design decisions (e.g., data collection methods, analysis techniques)"]
CV["Data collection methods used","Analysis techniques used","Target research participants","Project topics"]
04

Strengths & Limitations

Strengths

  • +Addresses a relevant and evolving area of marketing research.
  • +Identifies specific influencing factors on research design.

Limitations

The study's findings are based on consultants' self-perceptions, which may not always align with objective skill levels. The research was conducted in 2011, and the digital landscape has evolved significantly since then.

Reliability & validity

The study's reliability and validity would depend on the survey instrument's design, the sampling method, and the statistical analysis used. Self-reported data can be subject to social desirability bias.

Think critically

To what extent do the findings from 2011 still hold true in today's highly digitalized research environment, and what new factors might now be influencing research design?

05

Design Principles

"Methodology selection should be informed by both technological capabilities and practitioner confidence, as well as the specific market context."

Understanding these factors can help firms tailor their research strategies and training. It highlights how individual and organizational characteristics interact with technological adoption in a dynamic market research landscape.

06

What This Means for Your Design

How good researchers feel about using the internet and whether their company sells to other businesses or to regular people affects how they plan their research projects.

How to use in your project

  • 1.You can reference this study when discussing how personal confidence in technology or the target market influences your choice of research methods.
07

Add to My Project

08

Quick Cite

Paragraph starter

The selection of research methodologies is often influenced by the researcher's perceived competence with available technologies, such as internet-based tools, and the specific market orientation of their firm (e.g., B2B vs. B2C). This suggests that personal digital self-efficacy and market context are critical factors in shaping research design decisions.

09

Source

Journal of Applied Business Research (JABR)

The Changing Landscape Of Marketing Research: A Study Of Marketing Consultants

journal · 2011

View source

Questions About This Research

What does the research say about consultant internet self-efficacy and firm orientation shape marketing research design?
Design research projects should consider the digital confidence of the researchers and the specific market segment (B2B/B2C) when planning methodologies. Evidence: Journal of Applied Business Research (JABR) (2011).
Why does "Consultant Internet Self-Efficacy and Firm Orientation Shape Marketing Research Design" matter for design?
Understanding these factors can help firms tailor their research strategies and training. It highlights how individual and organizational characteristics interact with technological adoption in a dynamic market research landscape.
How can designers apply this research?
Design research projects should consider the digital confidence of the researchers and the specific market segment (B2B/B2C) when planning methodologies.
What were the main findings?
A significant shift towards internet-based data collection methods is confirmed.. Analysis techniques have remained relatively stable over the past two decades.. Research design decisions are influenced by consultants' perceived internet self-efficacy.. Firm orientation (B2B vs. B2C) also plays a role in research design choices.
What research method was used?
Survey research.
How strong is the evidence?
Evidence strength is rated Moderate effect, based on a 2011 journal from Journal of Applied Business Research (JABR).
What should I do differently in my next project?
When designing a research project, consider the team's comfort level with digital tools and tailor the approach to the specific client or market segment.
What are the limitations?
The study provides a snapshot and may not capture ongoing rapid changes in technology. The influence of other factors on research design was not explored.