Publication, Citation, Career Development, and Recent Trends: Empirical Evidence for Quantitative Marketing Researchers

Surendra Rajiv (), Junhong Chu () and Zhiying Jiang ()

Customer Needs and Solutions, 2015, vol. 2, issue 1, 90 pages

Abstract: We collect demographic and bibliographic data of all standing marketing faculties from the world’s top 150 universities to investigate the composition, research productivity, research impact, and career development of quantitative marketing (QT) scholars, using consumer behavior (CB) researchers as a reference. We find that the field of marketing is very male dominated, and male domination is much more salient in the QT area than in the CB area, but the whole discipline is moving towards a more balanced gender structure. The field is also becoming more international with declining percentage of North Americans. The proportion of non-marketing PhDs is decreasing, though the absolute number is increasing. In terms of research productivity and citation, after controlling for other factors, QT researchers underperform CB researchers in annual publications and total publications in most of the years, and they can never catch up with CBs in citations. When it comes to the three career milestones, QTs enjoy some advantage for the first job placement compared to CBs. However, they are less likely to obtain associate promotion. QT researchers are more likely to be promoted to full professorship should they pass the associate promotion. We find that citations do not matter for associate promotion, and surprisingly, neither do they matter much for full professorship promotion. Copyright Springer Science+Business Media New York 2015

Keywords: Quantitative marketing; Consumer behavior; Research productivity; Publication; Citation; Promotion and tenure; School ranking (search for similar items in EconPapers)
Date: 2015
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DOI: 10.1007/s40547-014-0033-9

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