The Vagaries of Becoming (and Remaining) a Marketing Research Methodologist

Abstract

Recently, I received an e-mail from Terry Clark, editor of the 'Journal of Marketing's' Book Review section, asking me to 'talk about your development over the years as a marketing scholar. Why did Paul Green get into marketing? Who/what influenced him? What twists and turns has his career taken? How does he go about doing research? How does he pick his topics? What are his idiosyncrasies?' This essay represents an attempt to respond to Terry's questions and, in the process, comment on some recent trends in research. (However, I'll go easy on the idiosyncrasies.) [ABSTRACT FROM AUTHOR]