Editorial Guidelines | Journal of Marketing Research

Journal of Marketing Research (JMR) is a bimonthly journal that strives to publish the best manuscripts available that address research in marketing and marketing research practice. JMR is a scholarly and professional journal. It does not attempt to serve the generalist in marketing management, but it does strive to appeal to the professional in marketing research.

Editorial Objectives
The objective of JMR is to publish the highest-quality empirical, theoretical, and methodological marketing research. Because JMR is the major academic journal for research in marketing, articles published in the journal must make a significant contribution to the marketing discipline, provide a basis for stimulating additional research, and meet high standards of scholarship.

Nature of JMR Research
JMR publishes articles representing the entire spectrum of research in marketing, ranging from analytical models of marketing phenomena to descriptive and case studies. However, most of the research currently published in JMR fits into the following two categories: (1) empirical research that tests a theory of consumer or firm behavior in the marketplace and (2) methodological research that presents new approaches for analyzing data or addressing marketing research problems.

Empirical Research
The empirical research published in JMR typically begins with a conceptual framework in which constructs are identified and defined and their interrelationships are hypothesized. The hypothesized interrelationships are supported by prior research and/or logical reasoning. Then, the framework or a portion of the framework is tested by collecting and analyzing primary or secondary data.

JMR empirical studies may involve complex experimental designs and multivariate techniques for examining the relationships between variables. Authors are encouraged to focus on the potential substantive contributions of their research and not overemphasize the sophistication of their methodology. To facilitate a basic understanding of the research findings, authors should report important descriptive statistics relevant to their research. These statistics can be in the body of the paper or in a Web appendix that JMR maintains.

Finally, authors are encouraged to use the concluding discussion section of empirical papers to provide guidance to readers interested in exploring issues presented in the paper. Where appropriate, discussion sections go beyond a simple summary of the statistical results and provide both a managerial and a theoretical interpretation of those results. Limitations in the research design and implementation should be noted to guide the development of further research. Although authors should not make assertions that are unsupported by their finding, they may have developed valuable insights while undertaking the research. By sharing and clearly identifying their informed speculations, authors can play a valuable role in stimulating further research.

Methodological Research
The explosive growth in market data has stimulated the development of methodologies for converting such data into managerially useful information. JMR maintains a long tradition for publishing research on state-of-the-art methodological contributions.

In addition to describing the benefits and advantages of new methods, methodological papers must indicate their relevance in a marketing context, indicating what it might mean for understanding consumers, firms, or regulatory bodies. Limitations of the method should be fully disclosed.

Finally, methodological papers must go beyond a simple presentation of a new method. The new method should be compared with alternative approaches for attacking a problem. The paper should indicate the circumstances under which the new method is superior and why it is superior. Authors are encouraged to include empirical illustrations and comparative forecast tests when evaluating methods.

Review Papers
JMR encourages the submission of papers that review and integrate research in marketing. Such articles have had a high impact on the marketing discipline--the majority of O'Dell award winning articles are review articles, even though the review articles account for a small percentage of the research published in JMR.

Review articles published in JMR must go beyond a summary of previous research in a substantive or methodological area. A review paper should advance the marketing discipline by providing a critical and integrative evaluation of prior research, developing a conceptual framework to explain contradictory findings, and suggesting directions for further research.​​​​​

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