Journal : Marketing Intelligence & Planning , vol. 23 , p. 124–135 , 2005
Publisher : Emerald Group Publishing Limited
International Standard Numbers
Printed : 0263-4503
Electronic : 1758-8049
Publication type : Academic article
Issue : 2
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It is well known that the results of academic marketing research are not widely used by
practitioners. This is attributed to a range of factors including language barriers and poor
communication between the academic and practitioner communities. In spite of this, there exists little
research within marketing that has focused on how potential users of academic research such as
business or marketing managers prefer to receive research information. To start filling this void in the
research literature, we report a study of managers’ media preferences for receiving academic research
A survey of managers who had taken part in a larger study into the competitiveness of service enterprises was conducted. Cluster analysis was used to assess different
media preference segments.
Findings contradict expectations derived from media richness theory. For example, a substantial number of managers prefer written communication modes, which according to media richness theory are not effective ways of communicating complex information such as academic
research results. Cluster analysis suggested that three media preference segments existed.
Research limitations/implications –
Further research should investigate why managers appear
to prefer particular communication modes, particularly printed media.
The paper examines the appropriateness of different types of media used to communicate complex academic research information to practitioners. Findings should be useful to
academics that aim to disseminate effectively their findings to practitioners.