This article provides observations on the state of the art in marketing research during 1987–1997. As such, it updates the
earlier state-of-the-art review by Malhotra (1988), which won the
Journal of the Academy of Marketing Science (JAMS) Best Article Award. The primary thrust of articles published in the
Journal of Marketing Research during 1987–1997 is reviewed to determine important areas of research. In each of these areas, the authors summarize recent
developments, highlight the state of the art, offer some critical observations, and identify directions for future research.
They present a cross-classification of various techniques and subject areas, and make some observations on the applications
of these techniques to address specific substantive and methodological issues in marketing research. The article concludes
with some general directions for marketing research in the twenty-first century.
Naresh K. Malhotra is Regents’ Professor in the DuPree College of Management at the Georgia Institute of Technology. He is listed in Marquis
Who’s Who in America. In an article by Wheatley and Wilson (1987 AMA Educators’ Proceedings), he was ranked number one in
the country based on articles published in the
Journal of Marketing Research during 1980–1985. He also holds the all-time record for the maximum number of publications in the
Journal of Health Care Marketing. He is ranked number one based on publications in the
Journal of the Academy of Marketing Science (JAMS) since its inception through Volume 23, 1995. He is also number one based on publications in
JAMS during the 10-year period 1986–1995. He has published more than 75 articles in major refereed journals including the
Journal of the Academy of Marketing Science, the
Journal of Marketing Research, the
Journal of Consumer Research, Marketing Science, the
Journal of Marketing, the
Journal of Retailing, the
Journal of Health Care Marketing, and leading journals in statistics, management science, and psychology. He was chairman of the Academy of Marketing Science
Foundation from 1996 to 1998, president of the Academy of Marketing Science from 1994 to 1996, and chairman of the Board of
Governors from 1990 to 1992. He is a Distinguished Fellow of the Academy and Fellow of the Decision Sciences Institute.
Mark Peterson is an assistant professor at the University of Texas at Arlington. His research interests include methods, affect, international
marketing, and quality of life. His work has been published in the
International Marketing Review, the
Journal of Business Research, and the
Journal of Macromarketing. He is on the editorial review board for the
Journal of Macromarketing.
Susan Bardi Kleiser is an assistant professor of marketing at the University of Texas at Arlington. She holds a Ph.D. in marketing from the University
of Cincinnati. Her research interests include consumer decision making, product management, international marketing, marketing
ethics, and marketing research and modeling techniques. Her research has appeared in
Research in Marketing, Advances in Consumer Research, and several proceedings.
相似文献