Journal of Marketing Research

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Aims & Scope

The Journal of Marketing Research (JMR) is one of the leading academic publications in the field of marketing. Published by the American Marketing Association (AMA), the journal is renowned for its rigorous peer-review process and high-impact contributions to both marketing theory and practice. Its broad and evolving scope makes it a vital platform for scholars, researchers, and professionals seeking to understand and advance the science of marketing.

Defining the Scope of JMR

The scope of the Journal of Marketing Research encompasses a wide array of topics that contribute to the understanding of marketing phenomena. JMR is dedicated to publishing empirical, theoretical, methodological, and conceptual research that offers innovative insights into consumer behavior, marketing strategies, and marketplace dynamics.

JMR is not limited to traditional marketing topics. Its scope is designed to accommodate emerging trends, technological advancements, and cross-disciplinary approaches that reflect the complexities of modern marketing environments.

Key Areas of Focus

The scope of JMR includes, but is not limited to, the following research domains:

• Consumer Behavior and Psychology
  Research that explores how consumers make decisions, perceive brands, and interact with marketing stimuli.

• Marketing Analytics and Data Science
  Studies using quantitative, statistical, or machine learning methods to derive insights from large datasets.

• Digital Marketing and Online Platforms
  Research examining social media, e-commerce, influencer marketing, and mobile advertising.

• Branding and Brand Equity
  Investigations into brand perception, loyalty, value, and management strategies.

• Market Segmentation and Targeting
  Analytical approaches for identifying and engaging with distinct consumer groups.

• Advertising and Promotions
  Research on the effectiveness, design, and impact of promotional campaigns.

• Pricing Strategies
  Studies related to pricing models, price sensitivity, and value-based pricing.

• Customer Relationship Management (CRM)
  Research that focuses on customer retention, satisfaction, and lifetime value.

• Innovation and New Product Development
  Insights into how firms innovate and bring new offerings to the market.

• Sustainability and Ethical Marketing
  Topics dealing with corporate social responsibility, green marketing, and consumer trust.

Methodological Diversity

One of the distinguishing features of JMR is its openness to a diverse range of methodologies. Researchers are encouraged to employ:

• Experimental designs (lab and field)

• Econometric modeling

• Survey and qualitative methods

• Machine learning and AI techniques

• Behavioral and neuro-marketing approaches

This methodological inclusivity allows the journal to publish work that is robust, relevant, and adaptable to evolving market challenges.

Interdisciplinary Relevance

The scope of the Journal of Marketing Research extends into related disciplines such as economics, psychology, information systems, statistics, and sociology. This interdisciplinary reach makes JMR a dynamic publication that fosters holistic and impactful marketing research.

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