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The Future of Consumer Research Methods: Lessons of a Prospective Retrospective

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  • Stacy Wood

Abstract

Looking back at 50 years of Journal of Consumer Research methods and interviewing some of the field’s most respected methodologists, this article seeks to craft a core set of best practices for scholars in consumer research. From perennial issues like conceptual validity to emerging issues like data integrity and replicability, the advice offered by our experts can help scholars improve the way they approach their research questions, provide empirical evidence that instills confidence, use new tools to make research more inclusive or descriptive of the “real world,” and seek to become thought leaders.

Suggested Citation

  • Stacy Wood, 2024. "The Future of Consumer Research Methods: Lessons of a Prospective Retrospective," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 51(1), pages 151-156.
    • Handle: RePEc:oup:jconrs:v:51:y:2024:i:1:p:151-156.
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    File URL: http://hdl.handle.net/10.1093/jcr/ucae017
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    References listed on IDEAS

    as
    1. Lynch, John G, Jr, 1982. "On the External Validity of Experiments in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(3), pages 225-239, December.
    2. XOleg Urminsky & Berkeley J Dietvorst, 2024. "Taking the Full Measure: Integrating Replication into Research Practice to Assess Generalizability," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 51(1), pages 157-168.
    3. Martin Eisend & Gratiana Pol & Dominika Niewiadomska & Joseph Riley & Rick Wedgeworth, 2024. "How Much Have We Learned about Consumer Research? A Meta-Meta-Analysis," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 51(1), pages 180-190.
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