Journal of the Academy of Marketing Science

, Volume 29, Issue 4, pp 405–415 | Cite as

Guidelines for conducting research and publishing in marketing: From conceptualization through the review process

  • John O. Summers
Commissioned Article


A primary mission of institutions of higher learning is the generation and dissemination of knowledge. The low acceptance rates at the leading research journals in marketing, typically in the single digits to low teens, suggests the need to increase the quality of the research manuscripts produced. This article presents a set of guidelines for researchers aspiring to do scholarly research in marketing. Discussed are issues such as developing the necessary research skills, conceptualizing the study, constructing the research design, writing the manuscript, and responding to reviewers. Also presented are the author's personal observations concerning the current state of research in marketing.


Marketing Theoretical Rationale Conceptual Definition Scholarly Research Market Science Fall 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Academy of Marketing Science 2001

Authors and Affiliations

  • John O. Summers
    • 1
  1. 1.Indiana UniversityUSA

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