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Unformatted text preview: JOURNAL OF THE ACADEMY OF MARKETING SCIENCE FAL 20 1 Sum ers / RESEARCH IN MARKETING Guidelines for Conducting Research and Publishing in Marketing: From Conceptualization Through the Review Process John O. Summers Indiana University A primary mission of institutions of higher learning is the generation and dissemination of knowledge. The low ac- ceptance rates at the leading research journals in market- ing, typically in the single digits to low teens, suggests the need to increase the quality of the research manuscripts produced. This article presents a set of guidelines for re- searchers aspiring to do scholarly research in marketing. Discussed are issues such as developing the necessary re- search skills, conceptualizing the study, constructing the research design, writing the manuscript, and responding to reviewers. Also presented are the author’s personal ob- servations concerning the current state of research in marketing. This article is intended for doctoral students and those researchers who are beginning or are early in their careers and would like to increase their journal acceptance rates. The experienced author with several major publications and years of reviewing experience will find little, if any- thing, “new” to them. What follows are the author’s reflec- tions on more than a quarter century of guiding doctoral students and reviewing for, and publishing in, some of the leading journals in marketing. The author’s remarks pri- marily relate to research that involves the collection and analysis of primary data (e.g., case studies, surveys, and experiments). Not addressed are such things as review papers, theory development not based on empirical research, and quantitative marketing models. Manuscript Acceptance Rates at Leading Marketing Journals: From Single Digit to Low Teens The acceptance rate at the leading research journals is currently averaging around 10 percent. Because editors are limited in the number of pages they can have in each issue, a journal’s acceptance rate is constrained by the number of manuscripts submitted and the average length of the manuscripts accepted. Hence, as the overall quality of the manuscripts received by a journal increases over time, its standards for acceptance also rise. For most top journals, there isn’t a dramatic drop in quality between the top 10 percent of manuscripts received and the next best 10 percent, and most of the manuscripts submitted to the leading journals are reasonably well- done. About 80 percent of the manuscripts submitted are rejected on the initial round of reviews. There are several basic reasons for rejecting manuscripts reporting on em- pirical studies. These include the following: 1. The research questions being investigated are not very interesting (e.g., studies that are mainly descriptive and lack theoretical implications)....
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This note was uploaded on 03/06/2012 for the course ECONOMIC 203 taught by Professor Veiga during the Spring '12 term at Universidad Complutense de Madrid.
- Spring '12