1. Business-to-business marketing research: Assessing readability and discussing relevance to practitioners
- Author
-
Wilhelm Barner-Rasmussen, Nikolina Koporcic, Tibor Mandják, Olga Dziubaniuk, Stefan Markovic, and Maria Ivanova-Gongne
- Subjects
Academic language ,Marketing ,business.industry ,05 social sciences ,Business to business marketing ,Public relations ,Business-to-business marketing ,Readability ,Raising (linguistics) ,Style (sociolinguistics) ,Writing style ,Reading ease score ,0502 economics and business ,Academic writing ,050211 marketing ,Relevance (information retrieval) ,business ,Marketing research ,Psychology ,Managerial relevance ,050203 business & management - Abstract
Business practitioners tend to show little interest in academic journals, raising concerns that research-based knowledge potentially relevant to their managerial practice might evade them. The literature suggests academic writing style as one of the major reasons for this lack of interest. Against this background, we quantitatively examine the readability of 150 business-to-business (B2B) marketing research articles published in five leading journals. Our analysis identifies certain variations across journals and categories of papers, implying that it is possible to improve readability. We discuss the possible role of improved readability in encouraging practitioners to read B2B marketing research, while potentially increasing its relevance.
- Published
- 2021