NDLI: Marketing research: A state-of-the-art review and directions for the twenty-first century

Content Provider	Springer Nature Link
Author	Malhotra, Naresh K. Peterson, Mark Kleiser, Susan Bardi
Copyright Year	1999
Abstract	This article provides observations on the state of the art in marketing research during 1987–1997. As such, it updates the earlier state-of-the-art review by Malhotra (1988), which won theJournal of the Academy of Marketing Science (JAMS) Best Article Award. The primary thrust of articles published in theJournal of Marketing Research during 1987–1997 is reviewed to determine important areas of research. In each of these areas, the authors summarize recent developments, highlight the state of the art, offer some critical observations, and identify directions for future research. They present a cross-classification of various techniques and subject areas, and make some observations on the applications of these techniques to address specific substantive and methodological issues in marketing research. The article concludes with some general directions for marketing research in the twenty-first century.
Starting Page	160
Ending Page	183
Page Count	24
File Format	PDF
ISSN	00920703
Journal	Journal of the Academy of Marketing Science
Volume Number	27
Issue Number	2
e-ISSN	15527824
Language	English
Publisher	Springer-Verlag
Publisher Date	1999-01-01
Publisher Institution	Academy of Marketing Science
Publisher Place	New York
Access Restriction	One Nation One Subscription (ONOS)
Subject Keyword	Business/Management Science Marketing Social Sciences
Content Type	Text
Resource Type	Article
Subject	Business and International Management Economics and Econometrics Marketing

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