Some observations on the state of the art in marketing research |
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Authors: | Naresh K Malhotra |
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Institution: | (1) Georgia Institute of Technology, Atlanta, USA |
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Abstract: | This paper provides some observations on the state of the art in marketing research. The primary and secondary thrust of the
articles published in the Journal of Marketing Research during 1980–1986 is briefly reviewed to identify important areas of
inquiry. In each of these areas, we summarize recent developments, highlight the state of the art, offer some critical observations,
and identify directions for future research. A cross-classification of various techniques and problem areas is also presented
and some observations are made on the application of these techniques to address specific substantive and methodological issues
in marketing research. |
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Keywords: | |
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