Quality Control Versus Innovation in Research on Marketing

Journal of Marketing Management, Vol. 11, pp. 655-660, 1995

5 Pages Posted: 17 Feb 2005 Last revised: 31 Dec 2011

See all articles by J. Scott Armstrong

J. Scott Armstrong

University of Pennsylvania - Marketing Department

Abstract

The purpose of research in marketing is to develop a more effective, efficient, and humane marketing system. The present research-publication system puts too much emphasis on quality control. This distracts attention from the fundamental purpose of publishing and thus inhibits innovation. Numerous changes could be made to enhance innovation with little threat to quality. The editors of top marketing journals could make many of these changes. Much can also be done by authors, schools, journalists and practitioners. Despite the problems, there are many marketing journals and some useful innovative findings do get published. It is becoming increasingly easy for practitioners to access these findings.

Keywords: marketing, research, quality, market research

Suggested Citation

Armstrong, J. Scott, Quality Control Versus Innovation in Research on Marketing. Journal of Marketing Management, Vol. 11, pp. 655-660, 1995. Available at SSRN: https://ssrn.com/abstract=668140

J. Scott Armstrong (Contact Author)

University of Pennsylvania - Marketing Department ( email )

700 Jon M. Huntsman Hall
3730 Walnut Street
Philadelphia, PA 19104-6340
United States
215-898-5087 (Phone)
215-898-2534 (Fax)

HOME PAGE: http://marketing.wharton.upenn.edu/people/faculty/armstrong.cfm

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