sig e mark both ends meet sqac jan 2014 final
TRANSCRIPT
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WHERE BOTH ENDS MEET
A collaborative approach to developing the digital
research agenda
Sarah Quinton and Ana Isabel Canhoto
Senior Lecturers Marketing
Oxford Brookes University
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• Transformative for social science ‘as Galileo’s telescope was for the physical sciences’ (Baker, 2009)
• Allows practitioners to ‘feel the heartbeat of today’s society’ (Casteleyn, Mottart et al., 2009, p. 439)
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Impact of digital
Quinton and Canhoto (2014)
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‘What are the research priorities of academics and practitioners working in the digital arena?’
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Research question
Quinton and Canhoto (2014)
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• Growing gap between marketing practitioners and academics (Hughes et al., 2008; Tapp, 2004)
• Increasing pressure for universities and industry to collaborate
• Government funding (Berman, 2008)
• Commercial organisations may have better data, technology or techniques
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A collaborative approach
Quinton and Canhoto (2014)
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• Very different goals, capabilities and epistemological stances (Bansal, et al., 2012)
• Exploratory study with practitioners and academics
• Group discussions to stimulate new ideas and concepts for further research (Finch and Lewis, 2003)
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Bridging, not closing, the gap
Quinton and Canhoto (2014)
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Workshop 1: Working together
“…showcasing and sharing the latest in digital research practice, helping to set the agenda for tomorrow”.
6Quinton and Canhoto (2014)
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Industry and Academic approach problems with different frames of mind:
“We don't know what we don't know and that's where it is useful to have partnerships with universities because they think laterally and not about solving specific problems.”
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Benefits of cooperation
Quinton and Canhoto (2014)
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• Great research done by business but not known by (or considered) by academics because it is not peer-reviewed
• Great research done by
academia but
behind paid walls
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Awareness
Quinton and Canhoto (2014)
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It’s not (just) about the money: Collaboration requires right environment• Google staff spend time
researching and experimenting
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Role of context
Quinton and Canhoto (2014)
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Workshop 2: Developing the agenda
10Quinton and Canhoto (2014)
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Structure
• 3 x Interventions by practitioners & academics
Quinton and Canhoto (2014)
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Structure
• Group discussions• ID of themes
Quinton and Canhoto (2014)
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Topics identified
About digital – relevance to different
subject areas
Beyond digital-
implications for business and society
Being digital-
citizens in a digital world
Using digital - methods
and models for research
in digital
Quinton and Canhoto (2014)
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Limitations and moving forward
• Small sample• ‘Digital friendly’ sample• Application of themes for
marketing practitioners?
• Hub: http://oxforddigitalresearch.com
Quinton and Canhoto (2014)
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WHERE BOTH ENDS MEET
A collaborative approach to developing the digital
research agenda
Sarah Quinton and Ana Isabel Canhoto
Senior Lecturers Marketing
Oxford Brookes University