Critique of an Academic Journal Article on a Marketing Topic

Selecting an Academic Journal Article on a Marketing Topic

You are required to select an academic journal article, on a marketing topic of your choice, from a marketing journal e.g. Advances in Consumer Research, Journal of Consumer Behaviour, Journal of Marketing Management, European Journal of Marketing. These are easily accessed through the University library.

Once you have selected an article that contains a primary research study, and have read it on a number of occasions, you need to consider the following:

?What are the key themes in the article?
?What is the purpose of the study?
?Who is the intended audience for the work and is there background information to the ‘problem’ or research question?
?Is there discussion of how significant the work is to an understanding of Marketing?
?How many sources were used to write the paper?
?Are all the references used relevant to the ‘problem’ or research question?
?Does the author\s critically analyse the references e.g. question their relevance or outcomes
?Is the empirical research study qualitative or quantitative? Why?
?What is the size of the sample? Why is this important?
?How was the research data collected?
?How are the results presented? Are the results significant? Are the results unexpected?
?Are the results easy to follow?
?Is there evidence of ‘new’ findings?
?Were the new findings related to theory and\or practice?
?What were the key limitations of the article?

Once you know the answers to these questions, you can write a shortcritique of the paper that offers a balanced overview of the article.