Sophistication in research in marketing


Journal Article

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. © 2011, American Marketing Association.

Full Text

Duke Authors

Cited Authors

  • Lehmann, DR; McAlister, L; Staelin, R

Published Date

  • July 1, 2011

Published In

Volume / Issue

  • 75 / 4

Start / End Page

  • 155 - 165

International Standard Serial Number (ISSN)

  • 0022-2429

Digital Object Identifier (DOI)

  • 10.1509/jmkg.75.4.155

Citation Source

  • Scopus