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| Author: | Svensson, G. Wood, G. |
| Title: | Research designs and scientific identity in marketing journals: review and evaluation |
| Journal: | European Journal of Marketing
2007 : VOL. 41:5/6, p.419-438 |
| Index terms: | marketing research methodology |
| Language: | eng |
| Abstract: | The aim of this research paper is to review and evaluate the empirical research design of papers to determine the scientific identity of a selection of academic marketing journals. The journal sample consists of the Australasian Marketing Journal, the European Journal of Marketing and the Journal of Marketing. The review and evaluation considers a six-year period, namely 20002005. The content analysis consisted of 811 papers. It was found that the leading continental journals in marketing maintain a scientific identity based upon the continental paradigm of research values. If it is driven to the extremes, a paradigmatic myopia and inertia of research designs may evolve that limit the scientific identity to be dogmatic and narrow-focused rather than variable and broad-focused. |
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