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Vikas Mittal

A major objective of publishing research in top-tier marketing journals is to make an impact on scholarly and managerial thinking. A typical journal article can achieve this goal by choosing a theoretically important topic, providing novel insights to academics and practitioners, and ensuring that the article provides results that can be trusted and applied by practitioners. The latter two goals rely on the realism and generalizability of the data used, as well as the appropriate application of research tools - statistical analysis, description and interpretation of results - to the data. Needless to say, a critical aspect of developing the data for a research paper includes the selection and implementation of an appropriate sample design process.

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Vikas Mittal and Carly Frennea

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Carly Frennea, Vikas Mittal and Robert A. Westbrook