Ali Heidari; Alireza Valipour; Behnaz Bakhtiyari
Volume 21, Issue 3 , December 2017, , Pages 97-119
Abstract
The main purpose of this paper is to provide a structured insight into the current state of marketing research in Iran. Therefore, a systematic review of 966 studies published in Persian scientific journals (2001-2015) was conducted. The review of published studies shows that consumer behavior, brand ...
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The main purpose of this paper is to provide a structured insight into the current state of marketing research in Iran. Therefore, a systematic review of 966 studies published in Persian scientific journals (2001-2015) was conducted. The review of published studies shows that consumer behavior, brand and marketing strategy are the first three subjects that have been considered by researcher and have experienced a growing trend. Findings show that majority of active researchers in marketing have only one published study; therefore, mainstream of research in this field does not reach to its professional maturity. Also, published researches are mainly based on quantitative methods (structural equations modeling and inferential statistical analysis). Using quantitative methods has a direct relationship with the type of data collection and show a significant difference with the growing trend of qualitative research in the international marketing journals.
