The methodological approach used in any research decides the nature of knowledge the research is creating. Understanding the cardinal importance of methodological approach used in any research, this article attempts to review some of the research papers in ‘Marketing' domain and analyses the same with respect to methodological approaches. Based on the critical assessment of these papers, the article further draws some conclusions regarding how ‘Marketing' domain has been evolved with respect to research methodologies. Literature gaps are identified. One of the major challenges for management research is that the theories or frameworks proposed by researchers in management discipline are not implemented actually in practice. As a result, there is a huge gap between academic research and industry. This article tries to propose a solution to this problem by suggesting that marketing research should focus on systems approach in addition to other approaches. Conclusions are drawn based on the analysis. The limitations of the present study are also discussed.
Innovative research methodologies in marketing research
