Special Issue on Research Methodologies for Macromarketing

Abstract

This special issue of the Journal of Macromarketing will focus on research methodologies for investigating macromarketing issues. The purpose of the call for papers is to highlight the methodological issues associated with investigating macromarketing phenomena. While the majority of marketing research involves dichotomies (consumer and firm, consumer and brand, firm and firm, consumer and consumers), macromarketing necessarily deals with systems, interactions, heterogeneity and higher levels of aggregation. This presents challenges not found, or frequently addressed, in the more standard marketing research. Papers addressing philosophical foundations through to the application of specific techniques are invited. Articles published in the Journal typically address the interplay of markets, marketing, and society. Authors have examined marketing systems, socioeconomic development, market transition, ethics and distributive justice, marketing history, globalization, market competition, consumer vulnerability, environmental degradation/renewal/sustainability, marketing efficiencies in allocating resources, consumer and societal well-being, and quality of life. The research methodologies appropriate to research these areas are the focus of this special issue. Related research themes may include, but are not limited to: The different philosophical foundations of macromarketing research – researching at a macro level A survey of one or more methodologies employed in macromarketing, or a subdiscipline of macromarketing Complex dependent variable investigation for macromarketing including quality of life, subjective wellbeing, market system effectiveness, and sustainability. Scale development for macromarketing concepts Specific methodologies and their application in macromarketing Moving from dyadic research to researching systems New methods that are suited to macromarketing investigations