Seeing jazz: doing research

Article

Mills, Michael K.. 2009. "Seeing jazz: doing research." International Journal of Market Research. 51 (3), pp. 383-402. https://doi.org/10.2501/S147078530920061X
Article Title

Seeing jazz: doing research

ERA Journal ID19796
Article CategoryArticle
Authors
AuthorMills, Michael K.
Journal TitleInternational Journal of Market Research
Journal Citation51 (3), pp. 383-402
Number of Pages20
Year2009
Place of PublicationHenley-on-Thames, Oxon. United Kingdom
ISSN1470-7853
Digital Object Identifier (DOI)https://doi.org/10.2501/S147078530920061X
Web Address (URL)http://www.ijmr.com/Contents/RecentIssues.asp?Issue=Vol.%2051%2C%20Issue%203%2C%202009#Articles
Abstract

This article uses the metaphor of jazz music making to contribute to the growing literature concerning the need for a more holistic approach to research, and to suggest directions for research implementation. It suggests researchers can work towards an 'effortless mastery' of their craft, and posits potential new forms of evaluation criteria useful in evaluating research (and researcher) quality.

Keywordsmarket research; research quality
ANZSRC Field of Research 2020350602. Consumer-oriented product or service development
350606. Marketing research methodology
500107. Professional ethics
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Byline AffiliationsSchool of Management and Marketing
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