Marketing Research Trends and the Top 100 Research-Active Scholars in Asia During 2011~2016

Marketing research is the systematic and objective conceptualization of a marketing problem, and the consequent collection, analysis, interpretation and reporting of data and information in order to clarify the marketing problem and/or solve it. It has both theoretical and practical forms of importance, with varying trends in issues, methods and practices. This paper examines salient marketing research trend issues and proposes a research direction in business organizations which will help to provide relevant theoretical and practical insights and opportunities.

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Research Trends in Marketing Science Before COVID-19 Outbreak: A Literature Review

Management & Marketing. Challenges for the Knowledge Society ◽

10.2478/mmcks-2020-0030 ◽

2020 ◽

Vol 15 (s1) ◽

pp. 514-533

Author(s):

Noveri Maulana

Keyword(s):

Data Analysis ◽

Data Collection ◽

Literature Review ◽

Experimental Studies ◽

Marketing Research ◽

Research Trends ◽

Amazon Mechanical Turk ◽

Future Research ◽

Analysis Method ◽

Data Analysis Method

AbstractThe research trends after COVID-19 pandemic will be changing and more challenging. This study is aimed to review the trends of marketing research in the first semester of 2020. There are three parts of this analysis. First, review was made to summarize the trend of research domain and model. Second, the trend of data collection method is also synthesized. Third, trends of data analysis method are being categorized. Result shows that before COVID-19 outbreak, research model in marketing studies was dominated by Literature Review articles (systematic, integrative, and meta-analysis), and also Experimental Studies on various consumer behaviour topics. In term of data collection methods, Purposive Sampling and Amazon Mechanical Turk (MTurk) are two approaches that popularly used by the researchers. On the trend of data analysis method, ANOVA, Regression, and Qualitative Analysis are three popular methods which used among the studies. Future research agendas after the pandemic are also discussed in this study.

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A Bibliometric Analysis of Global Online Marketing Research Trends

International Journal of Academic Research in Business and Social Sciences ◽

10.6007/ijarbss/v10-i5/7248 ◽

2020 ◽

Vol 10 (5) ◽

Author(s):

Zurina Patrick ◽

Ong Choon Hee

Keyword(s):

Bibliometric Analysis ◽

Marketing Research ◽

Research Trends ◽

Online Marketing ◽

Online Marketing Research

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Fluency: Research Trends and Resources

ASHA Leader ◽

10.1044/leader.rib.17022012.18 ◽

2012 ◽

Vol 17 (2) ◽

pp. 18-19

Keyword(s):

Research Trends

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D-test: A New Test for Analyzing Scale Invariance Using Symbolic Dynamics and Symbolic Entropy

Methodology ◽

10.1027/1614-2241/a000026 ◽

2011 ◽

Vol 7 (3) ◽

pp. 88-95 ◽

Cited By ~ 2

Author(s):

Jose A. Martínez ◽

Manuel Ruiz Marín

Keyword(s):

Symbolic Dynamics ◽

Scale Invariance ◽

Rating Scales ◽

Rating Scale ◽

Marketing Research ◽

Response Patterns ◽

Measurement Scales ◽

Improve Measurement ◽

Entropy Measures ◽

The Difference

The aim of this study is to improve measurement in marketing research by constructing a new, simple, nonparametric, consistent, and powerful test to study scale invariance. The test is called D-test. D-test is constructed using symbolic dynamics and symbolic entropy as a measure of the difference between the response patterns which comes from two measurement scales. We also give a standard asymptotic distribution of our statistic. Given that the test is based on entropy measures, it avoids smoothed nonparametric estimation. We applied D-test to a real marketing research to study if scale invariance holds when measuring service quality in a sports service. We considered a free-scale as a reference scale and then we compared it with three widely used rating scales: Likert-type scale from 1 to 5 and from 1 to 7, and semantic-differential scale from −3 to +3. Scale invariance holds for the two latter scales. This test overcomes the shortcomings of other procedures for analyzing scale invariance; and it provides researchers a tool to decide the appropriate rating scale to study specific marketing problems, and how the results of prior studies can be questioned.

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