1 out of 1 members found this post helpful.
Re: Profile evaluation: PhD Business, Marketing (CB)
You need to first start by doing some research on the field of academic marketing research. Start by looking at the websites of the marketing department at some of the top schools (Stanford, Chicago, Yale, MIT, Columbia, etc). Look at faculty profiles, read their recent research. Many put out full versions of their working papers. You can also check some previous posts in this forum.
Essentially, research in marketing consists of three (seemingly disparate but not really) areas: quant, CB, and strategy.
In quant, researchers use mathematical models of various kinds (econometric models often informed by microeconomic theory, statistical and probabilistic models including recently various machine learning methods, analytical models that are often inspired by game theory, etc.). The areas that are of interest to you- customer churn, customer retention, consumer behavior in the digital environment etc are somewhat of quant marketing staples.
In CB, researchers use experiments (often lab experiments but sometimes field experiments) to test/advance psychological theories pertaining to how consumers behave. One could also think about tightly demonstrating various interesting marketing phenomena through cleverly constructed lab experiments. CB research typically isn't as mathematically intense as quant markteing. The analyses also aren't typically data intensive, although there are more than a handful of examples where they are. Based on your description, I don't think CB research is what you're actually interested in.
In strategy, well, let's discuss it on another day since this doesn't seem to be of your interest either, from my own assessment.
Are you planning to apply this year or the next? Can you try to get some research experience before you apply?