Diversity and Rigor Trends in Retailing Research: Assessment and Guidelines
分析了六大顶级营销期刊12年间600篇定量实证文章，评估零售营销研究的设计多样性和方法严谨性，为研究者提供改进方向。
This study presents an evaluation of research diversity and rigor levels in the retail marketing literature in order to glean valuable insights for researchers. Retailing is a significant sub‐field within marketing, and occupies a large portion of the extant marketing literature. The study consists of a content analysis of 600 quantitative empirical articles in the top six marketing journals (i.e. Journal of Retailing, Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Consumer Research, Marketing Science and Journal of Marketing Research ) over a 12‐year period. Over this period, the diversity and rigor of research design and data analytical methods were assessed across ten research sub‐communities of retail marketing research. The authors develop a measure for evaluating the rigor of research design and analytic techniques most commonly used in business research. The data reveal trends and areas for improvement in research design and reporting scholarly research.