Iconic studies relevant for research in marketing and the Journal of Global Scholars of Marketing Science

Abstract

Here, an “icon” refers to a study widely and critically admired, a study symbolizing a movement or field of activity; iconic marketing studies offer exceptional contributions to marketing theory and/or data collection, and/or data analysis, and/or interpretations/implications of qualitative and/or quantitative empirical findings. This article identifies antecedent conditions associated with achieving iconic status in research in marketing and proposes 10 tenets useful for identifying and planning iconic studies in marketing. The study reviews examples of iconic studies in the marketing literature. The study also addresses a few telling mistakes that researchers in the marketing discipline frequently make. The study of iconic research is helpful for crafting high-quality theory and planning high-quality research designs, as well as increasing vigilance and skill in identifying truly exceptionally high-quality studies and studies that are plainly just bad. The essay briefly reviews 10 JGSMS articles appearing also in this virtual issue as possible candidates for the achievement of iconic status in marketing.

市场营销中相关标志性的研究和全球营销科学学报（JGSMS）

这里，“图标”是指受钦佩的广泛研究，研究象征着一个运动或活动领域；标志性的营销研究为以下活动提供了杰出的贡献，营销理论、数据收集、数据分析和对实证结果的定性分析和定量分析的解释。本文确定了实现市场营销研究标志性地位的前期条件。并提出了用于识别和规划营销中标志性研究的十个原则。此研究回顾了营销文献中标志性研究的例子。研究还强调了研究人员经常在市场纪律中犯的错误。标志性研究在制作高品质的理论和策划高质量的研究设计，以及在提高警惕和技能识别真正的高质量研究是非常有帮助的。本文简要的回顾了十篇JGSMS文章，文章极力的实现在营销中标志性研究地位。

Keywords::

• experiment
• icon
• marketing
• research
• survey
• theory

关键词::

• 实验
• 图标
• 市场营销
• 研究
• 调查
• 理论

Acknowledgements

The author appreciates the comments and suggestions for revision of wordsmith and scholar Carol M. Megehee, of Coastal Carolina University, and Kyung Hoon Kim, of Changwon National University, on an earlier draft of this article.