Seeing the Big Picture in Services Marketing Research: Infographics, SEM and Data Visualisation



Ashman, R ORCID: 0000-0002-5579-6304 and Patterson, A ORCID: 0000-0003-1508-9258
(2015) Seeing the Big Picture in Services Marketing Research: Infographics, SEM and Data Visualisation. Journal of Services Marketing, 29 (6/7). 613 - 621.

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Abstract

This paper presents a way to make SEM studies more accessible and impactful. We suggest that authors service readers by translating their work into an infographic that clearly and artfully illustrates the essence of a paper’s contribution. Through the presentation of a worked example, this paper outlines four service components needed to create a visually striking, yet informative, infographic. We contend that authors who follow this approach will improve the marketability of their research without oversimplifying or ‘dumbing down’ its insights. Until a journal editor insists that modelers undertake some translation of their results as a pre-requisite to publication, this paper is unlikely to herald a revolution in how quantitative work is communicated.This article contributes to a nascent body of research on how to effectively disseminate research findings to a broader audience through adopting a service arts perspective and presents an interpretive view of quantitative research never seen before in the pages of this journal. This fresh thinking can offer a way for practising managers, and other marketing researchers unfamiliar with SEM’s peculiarities, to comprehend the findings of such studies.

Item Type: Article
Uncontrolled Keywords: impact, dissemination, SEM, quantitative research, infographics, service arts
Depositing User: Symplectic Admin
Date Deposited: 14 Apr 2016 16:10
Last Modified: 28 Nov 2021 04:12
DOI: 10.1108/JSM-01-2015-0024
Related URLs:
URI: https://livrepository.liverpool.ac.uk/id/eprint/3000567