نویسندگان
1 دانشجوی دکتری مدیریت بازاریابی دانشگاه شهید بهشتی
2 دانشجوی دکتری سیاست گذاری بازرگانی دانشگاه علامه طباطبایی
3 دانشیار دانشکده مدیریت و حسابداری، دانشگاه شهید بهشتی
4 کارشناسی ارشد مدیریت بازرگانی دانشگاه تربیت مدرس
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
In this research, marketing research in Iran has been examined from a methodological point of view, and it seeks to answer the question of whether marketing research is suffering from the myopia in the methods? For this purpose, 1021 articles from 7 major and specialized journals in the field of commerce and marketing have been selected and their articles have been examined in terms of methodology and meta-method in a 10-year period (1387-1396). The results of this study showed that the researches carried out in Iran in the field of marketing have a very small variety of methodology, so that most of the articles were done using structural equation modeling method, with a quantitative tool and questionnaire.
کلیدواژهها [English]