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Reaching for rigor and relevance: better marketing research for a better world

Publication ,  Journal Article
Madan, S; Johar, GV; Berger, J; Chandon, P; Chandy, R; Hamilton, R; John, LK; Labroo, AA; Liu, PJ; Lynch, JG; Mazar, N; Mead, NL; Mittal, V ...
Published in: Marketing Letters
March 1, 2023

Over the past several decades, scholars have highlighted the obligations and opportunities for marketing as a discipline to play a role in creating a better world — or risk becoming irrelevant for the largest problems facing consumers and society. This paper provides a framework to enhance the relevance and rigor of research in marketing that not only contributes new knowledge to science, but also makes a positive difference in the world. To that end, we urge authors and reviewers to foster cross-fertilization from different theoretical and methodological silos, bolster robustness through multiple methods, and expand the domain of research to explore different populations and cultures. In doing so, we hope to encourage further consideration of the role of marketing scholarship in providing a novel lens into potential solutions for societal concerns.

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Published In

Marketing Letters

DOI

EISSN

1573-059X

ISSN

0923-0645

Publication Date

March 1, 2023

Volume

34

Issue

1

Start / End Page

1 / 12

Related Subject Headings

  • Marketing
  • 3506 Marketing
  • 1505 Marketing
 

Citation

APA
Chicago
ICMJE
MLA
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Madan, S., Johar, G. V., Berger, J., Chandon, P., Chandy, R., Hamilton, R., … White, K. (2023). Reaching for rigor and relevance: better marketing research for a better world. Marketing Letters, 34(1), 1–12. https://doi.org/10.1007/s11002-022-09648-1
Madan, S., G. V. Johar, J. Berger, P. Chandon, R. Chandy, R. Hamilton, L. K. John, et al. “Reaching for rigor and relevance: better marketing research for a better world.” Marketing Letters 34, no. 1 (March 1, 2023): 1–12. https://doi.org/10.1007/s11002-022-09648-1.
Madan S, Johar GV, Berger J, Chandon P, Chandy R, Hamilton R, et al. Reaching for rigor and relevance: better marketing research for a better world. Marketing Letters. 2023 Mar 1;34(1):1–12.
Madan, S., et al. “Reaching for rigor and relevance: better marketing research for a better world.” Marketing Letters, vol. 34, no. 1, Mar. 2023, pp. 1–12. Scopus, doi:10.1007/s11002-022-09648-1.
Madan S, Johar GV, Berger J, Chandon P, Chandy R, Hamilton R, John LK, Labroo AA, Liu PJ, Lynch JG, Mazar N, Mead NL, Mittal V, Moorman C, Norton MI, Roberts J, Soman D, Viswanathan M, White K. Reaching for rigor and relevance: better marketing research for a better world. Marketing Letters. 2023 Mar 1;34(1):1–12.
Journal cover image

Published In

Marketing Letters

DOI

EISSN

1573-059X

ISSN

0923-0645

Publication Date

March 1, 2023

Volume

34

Issue

1

Start / End Page

1 / 12

Related Subject Headings

  • Marketing
  • 3506 Marketing
  • 1505 Marketing