Formulating Interesting Research Questions

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Berry, Leonard L. 1983. “Relationship Marketing.” In Emerging Perspectives on Services Marketing. Eds. Leonard L. Berry, G. Lynn Shostack, and Gregory D. Upah. Chicago: American Marketing Association, 24-28.

Chintagunta, Pradeep K. and Ramarao Desiraju. 2002. “ROI Implications for Pharmaceutical Promotional Expenditures: Role of Competitive Strategies and the Interaction between DTC Advertising and Detailing.” Marketing Science Institute Linking Marketing to Financial Performance and Firm Value Competition Winner.

Davis, Murray S. 1971. “That's Interesting! Toward a Phenomenology of Sociology and a Sociology of Phenomenology.” Philosophy of the Social Sciences 1:309-344.

Fornell, Claes, Michael D. Johnson, Eugene W. Anderson, Jaesung Cha, and Barbara Everitt Bryant. 1996. “The American Customer Satisfaction Index: Nature, Purpose, and Findings.” Journal of Marketing 60 (4): 7-18.

Fournier, Susan and David Glen Mick. 1999. “Rediscovering Satisfaction.” Journal of Marketing 63 (4): 5-23.

Henderson, Rebecca M. and Kim B. Clark. 1990. “Architectural Innovation: The Reconfiguration of Existing Product Technologies and the Failure of Established Firms.” Administrative Science Quarterly 35 (1): 9-30.

Klein, Katherine J., Fred Dansereau, and Roslie J. Hall. 1994. “Levels Issues in Theory Development, Data Collection, and Analysis.” Academy of Management Review 19 (2): 195-229.

Mittal, Vikas and Wagner A. Kamakura. (2001). “Satisfaction, Repurchase Intent, and Repurchase Behavior: Investigating the Moderating Effect of Customer Characteristics.” Journal of Marketing Research 38 (February): 131-142.

Niedrich, Ronald N., Subhash Sharma, and Douglas H. Wedell. 2001. “Reference Price and Price Perceptions: A Comparison of Alternative Models.” Journal of Consumer Research 28 (3): 339-354.

Rao, Vithala R., Manoj K. Agarwal, and Denise Dahlhoff. 2002. “How Does Branding Strategy Affect the Intangible Value of a Corporation?” Marketing Science Institute Linking Marketing to Financial Performance and Firm Value Competition Winner.

Rust, Roland T., Anthony J. Zahorik, and Timothy L. Keiningham. 1995. “Return on Quality (ROQ): Making Service Quality Financially Accountable.” Journal of Marketing 59 (2): 58-70.

Stewart, David W. 2002. “Getting Published: Reflections of an Old Editor.” Journal of Marketing 66 (4): 1-6.

Teas, R. Kenneth. 1993. “Expectations, Performance Evaluation, and Consumers' Perceptions of Quality.” Journal of Marketing 57 (4): 18-34.

Thaler, Richard. 1985. “Mental Accounting and Consumer Choice.” Marketing Science 4 (3): 199-215.

Zaltman, Gerald, Karen LeMasters, and Michael Heffering. 1982. Theory Construction in Marketing: Some Thoughts on Thinking. New York: John Wiley.