Guidelines for Conducting Research and Publishing in Marketing: From Conceptualization through the Review Process

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.