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9 a.m. - 8 p.m.
Phone: (843) 805-6930
West Ashley Library
9 a.m. – 7 p.m.
Phone: (843) 766-6635
Folly Beach Library
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Phone: (843) 588-2001
John L. Dart Library
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Phone: (843) 722-7550
St. Paul's/Hollywood Library
9 a.m. - 8 p.m.
Phone: (843) 889-3300
Mt. Pleasant Library
9 a.m. – 8 p.m.
Phone: (843) 849-6161
Dorchester Road Library
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Edgar Allan Poe/Sullivan's Island Library
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Edisto Library
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Wando Mount Pleasant Library
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Sophistication in Research in Marketing.
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- Author(s): Lehmann, Donald R; McAlister, Leigh; Staelin, Richard
- Source:
Journal of Marketing; Jul2011, Vol. 75 Issue 4, p155-165, 11p, 1 Diagram, 2 Charts- Subject Terms:
- Source:
- Additional Information
- Abstract: Over the years, the level of analytical rigor has risen in articles published in marketing academic journals. While, ceteris paribus, rigor is desirable, there is a growing sense that rigor has become a, if not the, goal for research in marketing. Consequently, other desirable characteristics, such as relevance, communicability, and simplicity, have been downplayed, to the detriment of the field of marketing. The authors explore this imbalance, setting forth the consequences of overemphasis on rigor for (1) the manuscript review process, (2) PhD programs, (3) hiring, and (4) the tenure and promotion review process. Two surveys of 'successful' authors provide empirical support for the conjectures put forth. The authors then identify the causes for this trend and propose some directions to reestablish a better balance between rigor and relevance. [ABSTRACT FROM AUTHOR]
- Abstract: Copyright of Journal of Marketing is the property of American Marketing Association and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
- Abstract:
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