The purpose of asking you to prepare reviews is to develop your
ability to critically evaluate research and to integrate
your knowledge of different research issues. Your review should be
in the form of a two page memo that summarizes your thoughts about
the key issues in the paper. Pay equal attention to the
substantive and methodological/modeling issues. The questions below
may be helpful in preparing your review. Be careful not to simply
summarize the article, or to make superficial or general “textbook”
comments. Your review should demonstrate the depth and breadth of
your knowledge. In some instances, you may be asked to complete a
small assignment (e.g., develop a measurement scale) instead of
preparing a critical review.
Conceptual Framework & Theory
Are the author’s
conceptualization and model specification suitable? Are they
model relative to existing knowledge in this area. Are there
alternative theories or extensions to the model that might be
Does the paper
adequately capture the key theoretical relationships?
alternative research designs or approaches that might be
appropriate to test the theory or hypotheses proposed in the
methodology correct? What are the potential threats to internal
appropriate statistical tests conducted?
Are the results
generalizable? To what domain? Assess external validity. What
are the caveats / limitations?
What are the
interesting ideas in this paper? How do they relate to other
What is the
contribution of this paper to the field of marketing? Which
readers would find it of most interest? What are the “take aways”
for marketing managers?
How would you
develop these ideas further?