Text Chapter 1 – “The History of
Marketing Science: Beginnings,” by Scott A. Neslin and Russell
Wilkie, William D. and Elizabeth Moore
(2003), “Scholarly Research in Marketing: Exploring the “4 Eras”
of Thought Development,” Journal of Public Policy and Marketing,
22(2), 116-46. Best
Paper JPPM 2003.
Bagozzi, Richard P. (1984), “A Prospectus
for Theory Construction in Marketing,”
Journal of Marketing, 48
(1), 11-29. 1984 Harold H. Maynard Award.
Moorthy, K. S. (1993), “Theoretical
Models in Marketing, Journal of Marketing, (2), 92-106.
Yadav, Manjit S. (2010), “The Decline of
Conceptual Articles and Implications for Knowledge Development,”
Journal of Marketing, 74 (1), 1-19. 2010 Harold H. Maynard
Henssens, Dominique M. (2015), Empirical
Generalizations about Marketing Impact, p. 1-6.
Bass, Frank (1993), “The Future of
Research in Marketing:
Marketing Science,” Journal of Marketing Research, (1),
Optional: Rigor and Relevance
Shugan, S. (2003), “Defining Interesting
Research Problems,” Marketing Science, 22 (1), 1-15.
Reibstein, David J., George Day and Jerry
Wind (2009), “Guest Editorial:
Is Marketing Academia Losing Its Way?”
Marketing, 73 (4), 1-3.
Looking Ahead: Research Topic Selection
During the early weeks of the course, you
should spend some time selecting a research topic of interest.
It may be helpful to review upcoming course topics and
readings to obtain some ideas.
You may also find it necessary to read widely to identify
a research topic that interests you.
Then, you should be able to narrow your focus and read in
more depth. You should identify the readings appropriate for
your work by considering (1) your research topic interests (2)
discussions (as appropriate) with faculty in your department (3)
discussions with the course instructor.
It may be helpful to think about the following questions:
What is the research topic
on which you wish to focus?
What are the tentative research questions/issues that
you wish to address?
What is “new” about this topic?
What are some of the key theories, constructs and
models in this research domain?
What are the three most
“important” articles you have identified in your research to
date? Why are
Prepare a two to three-page
(double-spaced) memo summarizing your progress (to date) on your
upcoming Literature Review. The memo should define the research
topic that you wish to focus on and (tentative) research
questions/issues that you wish to address. The memo should not
include an extensive list of references.
However, you may wish to identify one or two key articles
that have provoked your interest in this topic.
You are asked to schedule (at least) two meetings with
the instructor to discuss your memo.
These meetings can be scheduled at any mutually
However, one meeting must take place prior to January 29, and
one meeting must take place after submission of the memo.