STRATEGIC, METRIC, AND METHODOLOGICAL TRENDS IN MARKETING RESEARCH AND THEIR IMPLICATIONS FOR FUTURE THEORY AND PRACTICE

被引：20

作者：

Dahlstrom, Robert ^{[1
,2
]}

Nygaard, Arne ^{[3
]}

Crosno, Jody ^{[4
]}

机构：

[1] Univ Kentucky, Gatton Coll Business & Econ, Mkt, Lexington, KY 40506 USA

[2] Norwegian Sch Management, Oslo, Norway

[3] Ctr Adv Res Retailing, Norwegian Sch Management, Oslo, Norway

[4] West Virginia Univ, Mkt, Morgantown, WV 26506 USA

来源：

JOURNAL OF MARKETING THEORY AND PRACTICE | 2008年 / 16卷 / 02期

关键词：

D O I：

10.2753/MTP1069-6679160204

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Diversity among procedures employed to examine marketing activity enhances the likelihood that research contributes to theory and practice. This study provides a conceptual framework of diversity among strategies, measures, and methods employed in marketing research. The framework serves as the basis of a review of 844 studies published in 1986-90 and 1996-2000 in the Journal of Marketing and Journal of Marketing Research. The review offers evidence of limited diversity among procedures employed in marketing research. Limited diversity results in few opportunities to engage in triangulation activities essential to knowledge development. The study concludes with a discussion of the implications for marketing research.

引用

页码：139 / 152

页数：14

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