목차
SCHOLARLY RESEARCH ON SUBSTANTIVE ISSUES IN MARKETING
CRAFTING MANUSCRIPTS FOR SCHOLARLY JOURNALS IN MARKETING
THE STATE OF RESEARCH IN MARKETING : SOME PERSONAL OBSERVATIONS
REVIEWING FOR SCHOLARLY JOURNALS IN MARKETING
CRAFTING MANUSCRIPTS FOR SCHOLARLY JOURNALS IN MARKETING
THE STATE OF RESEARCH IN MARKETING : SOME PERSONAL OBSERVATIONS
REVIEWING FOR SCHOLARLY JOURNALS IN MARKETING
본문내용
ere are areas that are in need of improvement. These include theory building research; claims regarding convergent discriminant validity; use of single-source, self-report dta; and experimental realism.
Lack of Theory-Building Research
: 이론에 기초한 리서치가 많이 없는데 이유는 first, most of our doctoral programs do not do a good job of teaching the qualitative research that are essential to developing grounded theory. conduct, analyze, and report than are surveys or experiment이 어렵다.
second, many in our discipline appears to be believe thar qualitative research is inherently not as rigorous or prestigious as quantitative research and, therefor, the results are difficult to publish.
Psychometric Properties of Measures
: Those situation where attempts to develop unidimensional reflective scales fail to result in measures with acceptable content validity. When this occurs, it is often the case that the construct is composed of several different aspects or dimensions that are not highly correlated.
Single-Source Self-Report Data
: The single-source issue is less of a concern when several of the variables are objective and/or factual in nature and, therefor, more likely to be independently verifiable from other source. However, when most or all of the measures involve summary judgements of an attitudinal or perceptual nature, common method variance becomes a serious concern in interpreting the correlations between these measures. another related problem with single-source data involving self-reports and/or key informants relates to the consistency motif.
Experimental Realism
: Experiments that ask the participants to role-play without previously having had similar task related experience and/or for which there are no meaningful consequences.
REVIEWING FOR SCHOLARLY JOURNALS IN MARKETING
Lack of Theory-Building Research
: 이론에 기초한 리서치가 많이 없는데 이유는 first, most of our doctoral programs do not do a good job of teaching the qualitative research that are essential to developing grounded theory. conduct, analyze, and report than are surveys or experiment이 어렵다.
second, many in our discipline appears to be believe thar qualitative research is inherently not as rigorous or prestigious as quantitative research and, therefor, the results are difficult to publish.
Psychometric Properties of Measures
: Those situation where attempts to develop unidimensional reflective scales fail to result in measures with acceptable content validity. When this occurs, it is often the case that the construct is composed of several different aspects or dimensions that are not highly correlated.
Single-Source Self-Report Data
: The single-source issue is less of a concern when several of the variables are objective and/or factual in nature and, therefor, more likely to be independently verifiable from other source. However, when most or all of the measures involve summary judgements of an attitudinal or perceptual nature, common method variance becomes a serious concern in interpreting the correlations between these measures. another related problem with single-source data involving self-reports and/or key informants relates to the consistency motif.
Experimental Realism
: Experiments that ask the participants to role-play without previously having had similar task related experience and/or for which there are no meaningful consequences.
REVIEWING FOR SCHOLARLY JOURNALS IN MARKETING
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