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
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
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