European Journal of Marketing: Volume 39 Issue 3/4

Whither research in marketing?

John Saunders, Nick Lee

To introduce the contents of this special issue on research in marketing and comment on the development of the discipline in UK universities.

Where are we and where are we going?: The status and future of research in marketing

Dale Littler, Caroline Tynan

The paper strives to assess the current status of research in marketing.

Beyond incommensurability? Empirical expansion on diversity in research

Andrea Davies, James A. Fitchett

This paper is a practical attempt to contribute to the ongoing reappraisal of the dichotomies and categories that have become prevalent throughout marketing research.

Grounded theory, ethnography and phenomenology: A comparative analysis of three qualitative strategies for marketing research

Christina Goulding

The paper aims to look at some of the problems commonly associated with qualitative methodologies, suggesting that there is a need for a more rigorous application in order to…

Qualitative research in marketing: Road‐map for a wilderness of complexityand unpredictability

Evert Gummesson

To discuss and analyse three themes in qualitative research in marketing which are objects of both frustration and confusion: analysis and interpretation; theory generation; and a…

The rise and fall of the Latin Square in marketing:a cautionary tale

Robert P. Hamlin

This paper aims to illustrate the strengths and weaknesses of experimental design and development in academic marketing since 1950.

Equivalence of survey data: relevance for international marketing

Hester van Herk, Ype H. Poortinga, Theo M.M. Verhallen

The paper presents a framework for establishing equivalence of international marketing data. The framework is meant to reduce confusion about equivalence issues, and guide the…

The evolution of “classical mythology” within marketing measure development

Nick Lee, Graham Hooley

This paper provides a deeper examination of the fundamentals of commonly‐used techniques – such as coefficient alpha and factor analysis – in order to more strongly link the…

Long life to marketing research: a postmodern view

Michela Addis, Stefano Podestà

This paper aims at interpreting the epistemology of marketing. The paper investigates several research questions, proposing some initial reflections concerning their impact on…