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The purpose of this article is to determine the mix of qualitative and quantitative research published in major marketing journals.

This study involved a content analysis of 1,195 articles published between 1993 and 2002 in three prominent marketing journals.

It was found that 24.80 per cent of articles employed qualitative methods in some form, and 46.28 per cent quantitative research. The main justification provided for use of qualitative methods was the ability to provide more insight or a deeper understanding of the phenomenon under investigation. No increase was seen, however, in the amount (year by year) of qualitative research published over this period. This paper accounts for the continued dominance of quantitative research using linked historical, social and practical arguments.

The issue of method is central to marketing research. Understanding of the actual (as distinct from espoused) orientation of marketing researchers and journals is an aid to researchers intent on publishing their work.

This is the largest content analysis conducted of research in marketing and, in addition to the findings of the analysis, the explanation offered for the dominance of quantitative methods is of value to researchers.

To the best of the authors’ knowledge, there is no study that investigates the historical roots of quantitative paradigm hegemony over the qualitative paradigm in marketing using a critical lens. The purpose of this paper is to stimulate thoughtful reflections among marketing scholars so that the dialog among paradigms expands, the stale paradigmatic debates disappear, and the marketing discipline evolves and contributes to the actual functioning of markets and the welfare of society.

This study is conducted in the light of foucauldian genealogy through the analysis of historical materials that Foucault called discourses, a set of languages, systems of thinking and governality techniques that determine how individuals or organizations come to be disciplined. In this paper, the concept of discourse mainly refers to visible rituals and practices by which marketing researchers have been psychologically and behaviorally shaped to reproduce and perpetuate a hypothetical-deductive mainstream within their discipline.

This paper intends to stimulate a dialog among marketing scholars about expanding paradigms so that stale debates disappear, and marketing disciplines proves their scientific status by better contributing to the functioning of markets and the welfare of society. As an evolving social science, marketing requires new theory, new concepts and new research methods.

The intellectual contribution of this paper lies in its intention to alert marketing researchers about the danger we are exposing our discipline to by promoting imperialist traditions and standardization of thinking.

This paper aims to represent a response to issues raised in the continuing quantitative-qualitative debate by Valtakoski (2020). Which appeared in a Journal of Services Marketing (JSM) special issue on qualitative research in service-oriented research.

The authors performed a content analysis of 1,268 papers that were published in JSM (1987-2019). In addition, the authors had data that is held in JSM’s manuscript central submission portal.

The analysis shows that while there is a dominance of quantitative methods in the journal, the proportion of qualitative papers is growing. During 2014-2019, 83.4 per cent of submitted papers to JSM represented quantitative research and 14 per cent represented qualitative research; however, 75 per cent of accepted papers were quantitative and 25 per cent were qualitative/mixed methods. Thus, the proportion of published qualitative studies are increasing and have a higher chance of receiving an acceptance decision compared to quantitative studies. Additionally, the largest percentage of qualitative papers published in JSM derive from corresponding authors outside of North America.

Service researchers who opt to use inductive research methods, which tend to use qualitative research, will not confront discrimination based solely upon the use of a research methodology among editors or reviewers at JSM.

JSM welcomes qualitative research that has rich practical implications.

This study is one of the first to provide authors with a detailed analysis and responses to the qualitative-quantitative debate in marketing.

At the very core of Marketing Information Systems (MkIS) design is the identification of the marketing information needs of decision‐makers. Information needs can be defined as the user specifications of information characteristics involved in information seeking, and refer to those qualities of information perceived by managers to be “useful” to facilitate their decision making. Drawing on empirical results from three sets of literature and from studies of information systems design (particularly management and accounting information systems design), the authors review a framework for exploring the design of an MkIS. A qualitative study examining the information needs of senior marketing executives is also reported and discussed. The results, based on interviews with 20 senior marketing executives, indicate that marketing information needs can be defined using six information characteristics.

Predatory publishing is a growing and global issue infecting all scientific domains. Predatory publishers create counterfeit, not (properly) peer-reviewed journals to exploit the open access (OA) model in which the author pays. The plethora of predatory marketing journals along with the sophisticated deceptive practices of their publishers may create total confusion. One of the many highly likely risks of that bewilderment is when peer-reviewed, prestigious marketing journals cite these pseudo-marketing journals. This phenomenon is called citation contamination. This study aims to investigate the extent of citation contamination in the peer-reviewed marketing literature.

Using Google Scholar as a citation gathering tool, this study investigates references to four predatory marketing journals in 68 peer-reviewed marketing journals listed in the 2018 version of the Academic Journal Guide by the Chartered Association of Business Schools (CABSs).

Results indicate that 59 of the 68 CABS-ranked peer-reviewed marketing journals were, up to late January 2021, contaminated by at least one of the four sampled predatory journals. Together, these four pseudo-journals received (at least) 605 citations. Findings from nonparametric statistical procedures show that citation contamination occurred irrespective of the age of a journal or its 2019 Journal Impact Factor (JIF). They also point out that citation contamination happened independently from the fact that a journal is recognized by Clarivate Analytics or not.

This study investigated citations to only four predatory marketing journals in only 68 CABS-listed peer-reviewed marketing journals.

These findings should sound an alarm to the entire marketing community (including academics and practitioners). To counteract citation contamination, recommendations are provided for researchers, practitioners, journal editors and academic and professional associations.

This study is the first to offer a systematic assessment of references to predatory journals in the peer-reviewed marketing literature.

The purpose of this study is to determine what the history of research in marketing implies for the reaction of the field to recent developments in technology due to the internet and associated developments.

This paper examines the introduction of new research topics over 10-year intervals from 1960 to the present. These provide the basic body of knowledge that drives the field at the present time.

While researchers have always borrowed techniques, they have refined them to make them applicable to marketing problems. Moreover, the field has always responded to new developments in technology, such as more powerful computers, scanners and scanner data, and the internet with a flurry of research that applies the technologies.

Marketing will adapt to changes brought on by the internet, increased computer power and big data. While the field faces competition for other disciplines, its established body of knowledge about solving marketing problems gives it a unique advantage.

This paper traces the history of academic marketing from 1960 to the present to show how major changes in the field responded to changes in computer power and technology. It also derives implications for the future from this analysis.

El objetivo de este estudio es examinar qué implica la historia de la investigación académica en marketing en la reacción del campo de conocimiento a los recientes desarrollos tecnológicos como consecuencia de la irrupción de Internet.

Esta investigación analiza la introducción de nuevos temas de investigación en intervalos de diez años desde 1960 hasta la actualidad. Estos periodos proporcionan el cuerpo de conocimiento básico que conduce al ámbito del marketing hasta el presente.

Aunque los investigadores tradicionalmente han tomado prestadas ciertas técnicas, las han ido refinando para aplicarlas a los problemas de marketing. Además, el ámbito del marketing siempre ha respondido a los nuevos desarrollos tecnológicos, más poder de computación, datos de escáner o el desarrollo de Internet, con un amplio número de investigaciones aplicando tales tecnologías.

El marketing se adaptará a los cambios provocados por Internet, aumentando el poder de computación y el big data. Aunque el marketing se enfrenta a la competencia de otras disciplinas, su sólido cuerpo de conocimiento orientado a la resolución de problemas le otorga una ventaja diferencial única.

Describe la historia académica del marketing desde 1960 hasta la actualidad, para mostrar cómo los principales cambios en este campo respondieron a los cambios tecnológicos. Se derivan interesantes implicaciones para el futuro.

Historia, Revisión, Cambio, Tecnología, Conocimiento, Internet, Datos, Métodos

Revisión general

This article reviews the quantitative marketing literature on artificial intelligence (AI) through an economics lens. We apply the framework in Prediction Machines: The Simple Economics of Artificial Intelligence to systematically categorize 96 research papers on AI in marketing academia into five levels of impact, which are prediction, decision, tool, strategy, and society. For each paper, we further identify each individual component of a task, the research question, the AI model used, and the broad decision type. Overall, we find there are fewer marketing papers focusing on strategy and society, and accordingly, we discuss future research opportunities in those areas.

The purpose of this paper is to review extant literature on social media marketing (SMM) in B2B service markets, by scrutinizing and categorizing potential benefits for firms. The study, in particular, empirically investigates the adoption of social media (SM) tools by firms operating in two conservative B2B service industries.

A systematic literature review is carried out driving to a deeper understanding of the current state of knowledge on SM in B2B services. Leading peer-review international journals are scrutinized performing ad-hoc queries on the Scopus database using pre-defined keywords. Moreover, a quantitative research is conducted on 60 firms, i.e. tanker shipping companies and ocean carriers, providing empirical insights on their SM activity on three SM platforms, i.e., Facebook, Twitter, and LinkedIn.

The outcomes from sample firms shed lights on the adoption rate of the most diffused SM tools, the size of the digital networks of stakeholders (number of followers), the intensity of the communication activity (number of posts, shares, photos, videos), and the level of customer engagement (number of likes and shares).

Research findings suggest to managers that SMM might be an easy-accessible and low-cost option for keeping the pace of sectorial transformations and creating a competitive advantage even in conservative sectors.

The paper, by investigating B2B service sectors, addresses an interesting gap in SMM literature as prior studies mostly focused on B2C industries and manufacturing contexts.

The chapter briefly reviews the eight volumes in my Legend series – organizational buying behavior, consumer behavior, product and new product management, marketing strategy, market segmentation, global marketing, marketing research and modeling, and the future of marketing. In addition, the chapter highlights the three driving forces of much of my research: (a) the real world challenges facing corporations and organizations, (b) the search for new methodological developments, and (c) the continuous challenge of the prevailing marketing concepts and approaches. The chapter concludes with some reflections on the evolution of marketing in the past five decades and my wish list for the discipline and my future activities.