International Journal of Market Research, Volume 66, Issue 6, Page 687-693, November 2024.
Literature reviews are an essential feature of academic research because, fundamentally, the advancement of knowledge must be built on prior existing work, and to push the frontiers of knowledge, one must be clear as to where these frontiers presently are. By systematically analyzing, synthesizing, and summarizing bodies of related literature, hypotheses can be tested and/or new theories and insights developed. However, despite the recent increase in systematic review research in business and management, and particularly marketing literature, arguably, many reviews continue to be poorly undertaken and reported due to a lack of a rigorous modus operandi for their journal editors, reviewers, and readers. The purpose of this paper is twofold, first to offer marketing researchers and practitioners a modus operandi to better demonstrate the optimization of rigor when undertaking quantitative systematic review research, and second to represent a call-to-action for marketing scholarship to engage further with optimizing rigorous systematic review research in the future. The paper thereby contributes to marketing literature by offering researchers and practitioners a three-stage protocol to demonstrate the optimization of rigor when undertaking systematic review research.
International Journal of Market Research, Volume 66, Issue 6, Page 687-693, November 2024. <br/>Literature reviews are an essential feature of academic research because, fundamentally, the advancement of knowledge must be built on prior existing work, and to push the frontiers of knowledge, one must be clear as to where these frontiers presently are. By systematically analyzing, synthesizing, and summarizing bodies of related literature, hypotheses can be tested and/or new theories and insights developed. However, despite the recent increase in systematic review research in business and management, and particularly marketing literature, arguably, many reviews continue to be poorly undertaken and reported due to a lack of a rigorous modus operandi for their journal editors, reviewers, and readers. The purpose of this paper is twofold, first to offer marketing researchers and practitioners a modus operandi to better demonstrate the optimization of rigor when undertaking quantitative systematic review research, and second to represent a call-to-action for marketing scholarship to engage further with optimizing rigorous systematic review research in the future. The paper thereby contributes to marketing literature by offering researchers and practitioners a three-stage protocol to demonstrate the optimization of rigor when undertaking systematic review research. Read More
Related posts:
Immersive Advertising–A Review and Research Agenda: Potential Effects of and Considerations for AR, VR, and MR Advertisements
The urge to splurge: Differentiating unplanned and impulse purchases
Going beyond the untold facts in PLS–SEM and moving forward
The shortcomings of equal weights estimation and the composite equivalence index in PLS-SEM
Virtual Reality Marketing: What Does It Mean to Have a 3D Experience?: Effects of Stereopsis on Consumer Perceptions and Marketing Outcomes
Spatio-temporal semantic data management systems for IoT in agriculture 5.0: Challenges and future directions