{"id":"https://openalex.org/W2332813844","doi":"https://doi.org/10.1177/002224297503900103","title":"Four Subtle Sins in Marketing Research","display_name":"Four Subtle Sins in Marketing Research","publication_year":1975,"publication_date":"1975-01-01","ids":{"openalex":"https://openalex.org/W2332813844","doi":"https://doi.org/10.1177/002224297503900103","mag":"2332813844"},"language":"en","primary_location":{"id":"doi:10.1177/002224297503900103","doi":"https://doi.org/10.1177/002224297503900103","is_oa":false,"landing_page_url":"https://doi.org/10.1177/002224297503900103","pdf_url":null,"source":{"id":"https://openalex.org/S142990027","display_name":"Journal of Marketing","issn_l":"0022-2429","issn":["0022-2429","1547-7185"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["abdc-a-star","anvur-class-a","anvur-scientific","cwts-core","erih-plus","fnege-1-star","ft50","jufo-3","norway-2","poland-200","russia-white-list-1","utd24","vabb-shw"],"host_organization":"https://openalex.org/P4310320017","host_organization_name":"SAGE Publishing","host_organization_lineage":["https://openalex.org/P4310320017"],"host_organization_lineage_names":["SAGE Publishing"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Marketing","raw_type":"journal-article"},"volume":null,"type":"article","is_traditional":true,"indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5048774165","display_name":"John A. Martilla","orcid":null,"observed_orcids":[]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"John A. Martilla","raw_affiliation_strings":["John A. Martilla Vice-president, marketing, of the Western Management Corporation, Portland, Oregon"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"John A. Martilla Vice-president, marketing, of the Western Management Corporation, Portland, Oregon","institution_ids":[]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5046806899","display_name":"Davis W. Carvey","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I60065076","display_name":"Pacific Lutheran University","ror":"https://ror.org/01vh5nd96","country_code":"US","type":"education","lineage":["https://openalex.org/I60065076"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Davis W. Carvey","raw_affiliation_strings":["Associate professor of marketing in the School of Business Administration, Pacific Lutheran University, Tacoma, Washington"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Associate professor of marketing in the School of Business Administration, Pacific Lutheran University, Tacoma, Washington","institution_ids":["https://openalex.org/I60065076"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":{"value":5400,"currency":"USD","value_usd":5400},"apc_paid":null,"fwci":4.0987,"has_fulltext":false,"cited_by_count":34,"citation_normalized_percentile":{"value":0.94199018,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":87,"max":95},"biblio":{"volume":"39","issue":"1","first_page":"8","last_page":"15"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T12926","display_name":"Business Strategies and Management Research","score":0.63919997215271,"subfield":{"id":"https://openalex.org/subfields/1408","display_name":"Strategy and Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T12926","display_name":"Business Strategies and Management Research","score":0.63919997215271,"subfield":{"id":"https://openalex.org/subfields/1408","display_name":"Strategy and Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T11530","display_name":"Business and Management Studies","score":0.22220000624656677,"subfield":{"id":"https://openalex.org/subfields/1403","display_name":"Business and International Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T12671","display_name":"Management and Marketing Education","score":0.026200000196695328,"subfield":{"id":"https://openalex.org/subfields/3304","display_name":"Education"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/market-research","display_name":"market analysis","score":0.7670000195503235},{"id":"https://openalex.org/keywords/research-interpretation","display_name":"research interpretation","score":0.7350000143051147},{"id":"https://openalex.org/keywords/statistical-terminology","display_name":"statistical terminology","score":0.5540000200271606},{"id":"https://openalex.org/keywords/semantics","display_name":"semantics","score":0.382999986410141},{"id":"https://openalex.org/keywords/data-interpretation","display_name":"data interpretation","score":0.49300000071525574}],"concepts":[{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.6833142638206482},{"id":"https://openalex.org/C2779837783","wikidata":"https://www.wikidata.org/wiki/Q691101","display_name":"Carelessness","level":2,"score":0.6119029521942139},{"id":"https://openalex.org/C136197465","wikidata":"https://www.wikidata.org/wiki/Q1729295","display_name":"Variety (cybernetics)","level":2,"score":0.5907602906227112},{"id":"https://openalex.org/C48891531","wikidata":"https://www.wikidata.org/wiki/Q1141436","display_name":"Marketing research","level":2,"score":0.5392881631851196},{"id":"https://openalex.org/C196083921","wikidata":"https://www.wikidata.org/wiki/Q7915758","display_name":"Variance (accounting)","level":2,"score":0.502587080001831},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.45974355936050415},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.37535780668258667},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.27097034454345703},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.16996455192565918},{"id":"https://openalex.org/C121955636","wikidata":"https://www.wikidata.org/wiki/Q4116214","display_name":"Accounting","level":1,"score":0.0},{"id":"https://openalex.org/C118552586","wikidata":"https://www.wikidata.org/wiki/Q7867","display_name":"Psychiatry","level":1,"score":0.0},{"id":"https://openalex.org/C154945302","wikidata":"https://www.wikidata.org/wiki/Q11660","display_name":"Artificial intelligence","level":1,"score":0.0}],"mesh":[],"locations_count":2,"locations":[{"id":"doi:10.1177/002224297503900103","doi":"https://doi.org/10.1177/002224297503900103","is_oa":false,"landing_page_url":"https://doi.org/10.1177/002224297503900103","pdf_url":null,"source":{"id":"https://openalex.org/S142990027","display_name":"Journal of Marketing","issn_l":"0022-2429","issn":["0022-2429","1547-7185"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["abdc-a-star","anvur-class-a","anvur-scientific","cwts-core","erih-plus","fnege-1-star","ft50","jufo-3","norway-2","poland-200","russia-white-list-1","utd24","vabb-shw"],"host_organization":"https://openalex.org/P4310320017","host_organization_name":"SAGE Publishing","host_organization_lineage":["https://openalex.org/P4310320017"],"host_organization_lineage_names":["SAGE Publishing"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Marketing","raw_type":"journal-article"},{"id":"doi:10.2307/1250797","doi":"https://doi.org/10.2307/1250797","is_oa":false,"landing_page_url":"https://doi.org/10.2307/1250797","pdf_url":null,"source":{"id":"https://openalex.org/S142990027","display_name":"Journal of Marketing","issn_l":"0022-2429","issn":["0022-2429","1547-7185"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["abdc-a-star","anvur-class-a","anvur-scientific","cwts-core","erih-plus","fnege-1-star","ft50","jufo-3","norway-2","poland-200","russia-white-list-1","utd24","vabb-shw"],"host_organization":"https://openalex.org/P4310320017","host_organization_name":"SAGE Publishing","host_organization_lineage":["https://openalex.org/P4310320017"],"host_organization_lineage_names":["SAGE Publishing"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Marketing","raw_type":"journal-article"}],"best_oa_location":null,"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":3,"referenced_works":["https://openalex.org/W2149382919","https://openalex.org/W2327242190","https://openalex.org/W3145640454"],"related_works":["https://openalex.org/W326919341","https://openalex.org/W2183467490","https://openalex.org/W1985342772","https://openalex.org/W1485811382","https://openalex.org/W4294738850","https://openalex.org/W2608207737","https://openalex.org/W1547013218","https://openalex.org/W7025390077","https://openalex.org/W1970050684","https://openalex.org/W353375724"],"abstract_inverted_index":{"T":[0],"ODAY'S":[1],"marketing":[2,38,42,150],"manager":[3],"finds":[4],"himself":[5],"faced":[6],"with":[7],"a":[8,30,52,136],"growing":[9],"accumulation":[10],"of":[11,32,55,65,72,92,130,140,144],"research":[12,43,56,151],"data":[13],"that":[14,105],"he":[15],"must":[16],"read,":[17],"interpret,":[18],"and":[19,23,44,51,77,100,148],"translate":[20],"into":[21],"policies":[22],"programs.":[24],"This":[25],"information":[26,67],"is":[27,68,89,114,133],"provided":[28],"by":[29],"variety":[31],"sources,":[33],"including":[34],"the":[35,60,90],"firm's":[36],"own":[37],"intelligence":[39],"group,":[40],"independent":[41],"consulting":[45],"firms,":[46],"advertising":[47],"agencies,":[48],"trade":[49],"associations,":[50],"wide":[53],"range":[54],"studies":[57],"reported":[58],"in":[59,146],"professional":[61],"literature.":[62],"The":[63,128],"usefulness":[64],"this":[66,85,131],"often":[69],"diminished":[70],"because":[71],"poor":[73],"communication":[74],"between":[75],"researchers":[76],"managers.":[78],"At":[79],"least":[80],"two":[81],"factors":[82],"contribute":[83],"to":[84,125,134],"situation.":[86],"First,":[87],"there":[88],"problem":[91],"semantics.":[93],"Terms":[94],"such":[95],"as":[96],"significant,":[97],"correlation,":[98],"variance,":[99],"random":[101],"have":[102,124],"statistical":[103],"meanings":[104],"vary":[106],"from":[107],"their":[108],"vernacular":[109],"usage.":[110],"A":[111],"second":[112],"factor":[113],"carelessness.":[115],"Data":[116],"seldom,":[117],"if":[118],"ever,":[119],"speak":[120],"for":[121],"themselves;":[122],"they":[123],"be":[126],"interpreted.":[127],"purpose":[129],"article":[132],"present":[135],"clear,":[137],"basic":[138],"treatment":[139],"four":[141],"common":[142],"sources":[143],"misunderstanding":[145],"conducting":[147],"interpreting":[149],"studies:":[152]},"counts_by_year":[{"year":2025,"cited_by_count":1},{"year":2023,"cited_by_count":1},{"year":2021,"cited_by_count":1},{"year":2020,"cited_by_count":1},{"year":2019,"cited_by_count":1},{"year":2018,"cited_by_count":1},{"year":2016,"cited_by_count":1},{"year":2015,"cited_by_count":2},{"year":2014,"cited_by_count":2},{"year":2013,"cited_by_count":1}],"updated_date":"2026-11-07T11:25:07.637180","created_date":"2016-06-24T00:00:00"}