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Mastering Research Publication: Tips & Tricks from a Marketing Expert

Discover valuable insights on the research publication process shared by Peter J. Danaher in this presentation. Explore why publishing is crucial, how to format papers effectively, and navigate the submission and revision stages. Uncover secrets to selecting the right journal, engaging with reviewers, and excelling in the revision process. Get practical advice on structuring your PhD publication journey and tackling challenges in academic writing. Benefit from expert tips on enhancing the quality and impact of your research publications.

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Mastering Research Publication: Tips & Tricks from a Marketing Expert

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  1. Frontiers in Services – Doctoral Colloquium Brisbane, Australia – June 2006 Getting Your Research Published Peter J Danaher Department of Marketing University of Auckland

  2. Outline • Why publish? • Research process • Format for a paper • Getting the submission right • Insights from the trenches • Getting the revisions right • How it’s done at JM

  3. Why Publish? • Requirement for RQF or PBRF (publish or be damned) • Personal satisfaction (pure pleasure) • Establish a reputation and build a career (promotion) • Build knowledge (save the world)

  4. How Does it Work? • Do some research • Write it up • Send it to a journal • Editor rejects the paper…. or invites a revision • You revise and resubmit (possibly several times) • Paper is accepted • Paper is published

  5. That’s Easy – What’s All the Fuss About? • Doing top-quality research is hard • Writing a 30-50 page paper is a challenge • Top journals (JM, JMR, JCR, Mkt Sci) accept only 10% of papers • Review process is slow and frustrating • Reviewers generally less knowledgeable about your work than you are

  6. What Makes Me Such a Smarty Pants? • Published over 50 refereed articles • JMR (6) • Marketing Science (3) • Journal of Marketing (1) • JASA (1) • JAR(6) • Plus, JR, IJRM, EJM, JAMS and Marketing Letters

  7. What Makes Me Such a Smarty Pants? • Editorial Board member for the Journal of Marketing • Associate Editor for the Journal of Service Research, Journal of Interactive Advertising and the Australasian Marketing Journal. • Ad hoc reviewer for Journal of Marketing Research, Marketing Science, Management Science, JCR, International Journal of Research in Marketing, Journal of Interactive Marketing, Journal of Forecasting

  8. Paper format • Abstract • Introduction • Literature Review • The Model/Theory • Hypothesis Development (if appropriate) • Data description • Data analysis/results • Discussion • Conclusion, limitations and future research • References, tables, figures

  9. Publishing from a PhD • PhD work could be the best you ever do • 3 years of effort • Fewest distractions • Plan to publish 3 articles from your PhD • Build this into the structure of your PhD • PhD is only the first step in publishing. It’s not the end of the road, rather, the beginning

  10. What Are the Secrets? • Submission • Target the right journal – were previous key papers published in this journal? • Format your paper to that used by the target journal (including references) • Get feedback before you submit the paper • Make the Abstract and Introduction exciting and get your point(s) across • Have something to say and communicate this

  11. What Are the Secrets? • Submission • Suggest/nominate reviewers (e.g., JM, JMR, JCR and Mkt Sci all ask for this) • Look at the Editorial Board members, some will be reviewers • Equally, gives names of those who may be antagonistic • Talk the paper up a little in the covering letter • Check spelling and grammar • Attention to details such as section numbers, equations, notation, etc.

  12. Revisions –yuk! • Submitting the paper is only the beginning • But still do spend the time to perfect the original paper • Revisions are inevitable • Put as much effort into the revision as the original submission • Turn it around quickly

  13. Revision Secrets • Don’t ignore the reviewers or editor no matter how stupid they are • Tailor your revision notes around the reviewer comments • Number the responses or keep them in the same order as the reviewer comments • Repeat the reviewer comments then respond to them • Help the reviewer navigate through the revised paper by telling him/her where the changes are

  14. Revision Secrets • Don’t forget to also respond to the editor • If you disagree with a reviewer, explain this separately to the editor. This is a neutral person • Make copies of reviewer responses for editor and each reviewer. It’s amazing how often paperwork gets mixed up in the review process • If using electronic submission, watch out for glitches

  15. Comments from the previous JM editor, Ruth Bolton • Normally sends a paper to 3 reviewers, one of them an author-nominated reviewer and one not a specialist in the topic • Will decide on outcome after at most 2 revisions • No third revisions, no appeals unless a paper is ‘new’ • Recognizes that review process is ‘noisy’ • Believe it or not, feels bad about 90% of papers being rejected

  16. Meet the Editors (vicariously) • Recent Mkt Sci conf had editors of 11 marketing journals, including the top 4 • Never submit a paper before it is ready • Remember to respond to the Editor’s letter • If you are unsure is a paper is suitable for their journal, you can ask b4 submission • Editors are competitive with each other • Consider putting your working paper on SSRN.com to protect your IP

  17. Conclusion • Research - the old adage of 10% inspiration and 90% perspiration still applies • Editors and reviewers are on the lookout for good ideas, but don’t dismiss the details • Maintain the required hygiene • Work on your writing • Don’t give up

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