The Journal of Marketing Research: Its Initiation, Growth, and Knowledge Dissemination

Abstract

The Journal of Marketing Research has now reached almost four decades of growth since its initiation in 1964. It continues to be a rich source of innovative ideas in research methodology and knowledge diffusion for both practitioners and academics. This article pays tribute to the many scholars who have contributed to the Journal of Marketing Research's success and continued service to marketing researchers worldwide. The authors describe the early years of the Journal of Marketing Research and illustrate how it has become the premier journal in marketing research methodology. In so doing, they discuss its important role in the dissemination of knowledge through the Advanced Research Techniques Forum and other special interest marketing groups. The authors also stress the significant role of software development in the implementation of the increasingly complex computations associated with advanced marketing research methods.