Marketing Research: A State-of-the-Art Review and Directions for the Twenty-First Century

Observations on the state of the art in marketing research during 1987-1997 are provided. As such, the earlier state-of-the-art review by Malhotra (1988) is updated. The primary thrust of articles published in the Journal of Marketing Research during 1987-1997 is reviewed to determine important area...

Full description

Saved in:
Bibliographic Details
Published inJournal of the Academy of Marketing Science Vol. 27; no. 2; pp. 160 - 183
Main Authors Malhotra, N. K., Peterson, M., Kleiser, S. B.
Format Journal Article
LanguageEnglish
Published New York JAI Press, etc 01.04.1999
Springer Nature B.V
Subjects
21st century
Attitudes
Consumer behavior
Consumers
Econometrics
Future
Marketing
Media planning & buying
Methods
Price elasticity
Researchers
Statistical analysis
Studies
Subconscious
Technological change
Television advertising
Trends
United States > US
Online AccessGet full text

Cover

More Information
Summary:Observations on the state of the art in marketing research during 1987-1997 are provided. As such, the earlier state-of-the-art review by Malhotra (1988) is updated. The primary thrust of articles published in the Journal of Marketing Research during 1987-1997 is reviewed to determine important areas of research. In each of the areas, recent developments are summarized, the state of the art is highlighted, some critical observations are offered, and directions for future research are identified. A cross-classification of various techniques and subject areas are presented, and some observations are made on the application of these techniques to address specific substantive and methodological issues in marketing research. In conclusion, some general directions for marketing research in the 21st century are provided.
ISSN:0092-0703
1552-7824
DOI:10.1177/0092070399272004