Marketing survey research best practices: evidence and recommendations from a review of JAMS articles

John Hulland (), Hans Baumgartner and Keith Marion Smith
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John Hulland: University of Georgia
Hans Baumgartner: Penn State University
Keith Marion Smith: Northeastern University

Journal of the Academy of Marketing Science, 2018, vol. 46, issue 1, No 7, 92-108

Abstract: Abstract Survey research methodology is widely used in marketing, and it is important for both the field and individual researchers to follow stringent guidelines to ensure that meaningful insights are attained. To assess the extent to which marketing researchers are utilizing best practices in designing, administering, and analyzing surveys, we review the prevalence of published empirical survey work during the 2006–2015 period in three top marketing journals—Journal of the Academy of Marketing Science (JAMS), Journal of Marketing (JM), and Journal of Marketing Research (JMR)—and then conduct an in-depth analysis of 202 survey-based studies published in JAMS. We focus on key issues in two broad areas of survey research (issues related to the choice of the object of measurement and selection of raters, and issues related to the measurement of the constructs of interest), and we describe conceptual considerations related to each specific issue, review how marketing researchers have attended to these issues in their published work, and identify appropriate best practices.

Keywords: Survey research; Best practices; Literature review; Survey error; Common method variance; Non-response error (search for similar items in EconPapers)
Date: 2018
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Citations: View citations in EconPapers (147)

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DOI: 10.1007/s11747-017-0532-y

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