The author reflects on deceased market researcher Paul Green, the development of periodical Journal of Marketing Research (JMR), and the disjunction between marketing theory and practice. Topics include marketing strategies, research on consumer behavior, and statistical reporting guidelines for prospective authors. Additional information is presented on the incidence of fraud in social psychology research, the peer review system, and the American Marketing Association's role in enhancing scientific reporting in scholarly journals.
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Robert J. Meyer (2013) studied this question.
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