ABSTRACT The aim of this note is to understand how content relating to marketing and market research is distributed to and within universities. The focus of the study includes the behavior of all those in this market for information, namely suppliers (whether content generators, aggregators, packagers, or distributors of content) of marketing research, university staff, and students. The case study method was implemented to collect data. The case study focuses on UK Higher Education. Specifically, the authors use the case study of the newly developed Archive of Market and Social Research (AMSR) to explore how content relating to marketing and market research is distributed to and within universities. The research involved personal interviews with 15 librarian senior managers selected from 14 universities. The interviews with librarians provided insight into how AMSR could be distributed to university libraries and how it could be accessed. The findings highlight the role of university academics in specifying the content of marketing and market research. They focus on ‘real world’ management problems to deliver research with impact and relevant teaching. Therefore, they need company and industry information and are more likely to use current sources. The study maps the process of acquisition of marketing and market research content by universities and identifies the different roles involved in this process. The study is in line with the emerging literature that focuses on the role of education in explaining the relevance gap in marketing research. The study contrasts between the situation in the university market and industrial buying and adds to our understanding of the complexities associated with the distribution of the marketing research material. The result is expected to be a much sharper focus for the marketing of the archive material, leading to greater use of recent high-quality market research by marketing educators, and changes to marketing and market research syllabuses. This note provides insight into how suppliers (whether content generators, aggregators, packagers, or distributors of content) of market and marketing research should market to universities and ensure the use of their information resources by students and teachers and how they should. The findings of the study contribute to understanding customer needs and shaping a new service product proposition. In addition, the study provides insight into how university students and staff access and should access commercial research on marketing from the market research industry (in particular from the Archive of Market and Social Research) and use it in their learning, so that their knowledge will be more up to date and their employability will be increased. Adding several insights to the issue of distribution of marketing research material to universities. The paper relates to the marketing of information resources to universities, specifically to the work of the Archive of Market and Social Research, in marketing their information assets to universities, and more specifically the relationship between the “push” of suppliers, libraries, journal and textbook suppliers and information aggregators (such as EBSCO and JISC) and the pull coming from academic researchers and lecturers, who might use this information in their teaching and research. The present study can be seen as a classic case study of understanding buyer behavior, but in a modern world of information platforms, aggregation, and the digital economy.

中文翻译：

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市场营销研究材料向大学的分发：以市场和社会研究档案（AMSR）为例

摘要本说明的目的是了解与市场营销和市场研究有关的内容如何在大学内部或内部分配。研究的重点包括信息市场上所有参与者的行为，即市场研究的供应商（内容的产生者，聚集者，打包者或内容的分发者），大学员工和学生。实施案例研究方法来收集数据。该案例研究的重点是英国高等教育。具体来说，作者使用最新开发的市场与社会研究档案（AMSR）的案例研究来探索与营销和市场研究有关的内容如何在大学内部分配。该研究涉及对来自14所大学的15位图书馆员高级经理的个人访谈。与图书馆员的访谈提供了有关如何将AMSR分发到大学图书馆以及如何进行访问的见解。调查结果突出了大学学者在确定市场营销和市场研究内容方面的作用。他们专注于“现实世界”的管理问题，以提供具有影响力和相关教学的研究。因此，他们需要公司和行业信息，并且更有可能使用当前资源。该研究描绘了大学获取市场营销和市场研究内容的过程，并确定了该过程涉及的不同角色。该研究与新兴的文献相吻合，这些文献侧重于教育在解释市场研究的相关性差距方面的作用。该研究对比了大学市场和工业购买的情况，并加深了我们对与市场营销研究材料分配相关的复杂性的理解。预期结果将成为档案材料市场营销的重点，这将导致市场营销教育者更多地使用最新的高质量市场研究，并改变市场营销和市场研究课程大纲。本说明提供了有关市场和市场研究的供应商（内容的生成者，集合者，打包者或内容分发者）应如何向大学进行营销并确保学生和教师使用其信息资源以及应如何使用的见解。研究结果有助于理解客户需求并形成新的服务产品主张。此外，该研究提供了关于大学生和教职员工如何进入市场的见解，并应从市场研究行业（尤其是市场与社会研究档案馆）获得有关市场营销的商业研究并将其用于学习中，从而使他们的知识得到更多发展迄今为止，他们的就业能力将得到提高。在向大学分配市场营销研究材料方面增加了一些见解。该文件涉及到大学的信息资源营销，特别是市场和社会研究档案馆在向大学营销其信息资产方面的工作，更具体地说，涉及供应商，图书馆的“推动”之间的关系，期刊和教科书的供应商和信息整合者（例如EBSCO和JISC），以及来自学术研究人员和讲师的吸引力，他们可能会在教学和研究中使用这些信息。本研究可以看作是了解买方行为的经典案例研究，但是在当今信息平台，聚合和数字经济的世界中。