domains / families / research / jm-methods

jm-methods

separate

Use when choosing and defending the research design for a Journal of Marketing (JM) manuscript — matching a "big tent" method (experiment, field study, survey, secondary data, qualitative) to a substantive marketing question, with field realism and identification in mind. Designs the study; it does not run the estimation (jm-data-analysis) or frame the contribution (jm-contribution-framing).

When to use

• Choosing research design for JM manuscript
• Matching method to substantive marketing question
• Defending causal or managerial claims
• Deciding between lab experiment and field study
• Developing identification strategy for secondary data
• Designing multi-study or mixed methods
• Planning preregistration and transparency

When not to use

• Running estimation
• Framing the contribution
• Mathematical or statistical methods for their own sake

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