Przemyslaw Tomczyk, Philipp Brüggemann, Justin Paul
{"title":"Variable science mapping as literature review method","authors":"Przemyslaw Tomczyk, Philipp Brüggemann, Justin Paul","doi":"10.1057/s41270-024-00336-9","DOIUrl":null,"url":null,"abstract":"<p>This study investigates a novel mapping approach for the systematic analysis of empirical research, termed <i>Variable Science Mapping (VSM)</i>. This approach enhances the current capabilities of <i>Systematic Literature Reviews (SLRs)</i> by incorporating variables and their interrelationships, surpassing traditional methods, such as <i>Science Mapping</i> (<i>SM</i>), which primarily analyze keywords, citations, and authorship. We present a step-by-step conceptual protocol for implementing the <i>VSM</i> approach. Subsequently, the strengths and limitations of <i>VSM</i> compared to <i>SM</i> are examined across 12 <i>SLR</i> stages. To this end, we assess the actual usage of <i>SM</i> for each stage based on an analysis of 63 papers employing the <i>SM</i> approach. Additionally, expert interviews are conducted to evaluate the utility of both <i>SM</i> and <i>VSM</i> across identical analytical stages. Notably, a distinct alignment emerged between the outcomes of the <i>SLR</i> and expert assessments pertaining to <i>SM</i>. The findings reveal <i>VSM’s</i> favorable ratings in eight out of 12 stages. Equivalence in expert ratings between <i>SM</i> and <i>VSM</i> surfaced in one stage, while <i>SM</i> was deemed more beneficial in three stages. This nuanced evaluation underscores the contextual strengths and limitations of both approaches. The implications extend to both scientific and managerial domains, offering valuable insights into the prospective advancements in <i>SLR</i>s. In conclusion, this analysis not only sheds light on the potential advantages of <i>VSM</i> but also serves as a foundation for guiding future research methodologies to widen capabilities among different <i>SLR</i> stages.</p>","PeriodicalId":43041,"journal":{"name":"Journal of Marketing Analytics","volume":"10 1","pages":""},"PeriodicalIF":4.0000,"publicationDate":"2024-07-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Marketing Analytics","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1057/s41270-024-00336-9","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
This study investigates a novel mapping approach for the systematic analysis of empirical research, termed Variable Science Mapping (VSM). This approach enhances the current capabilities of Systematic Literature Reviews (SLRs) by incorporating variables and their interrelationships, surpassing traditional methods, such as Science Mapping (SM), which primarily analyze keywords, citations, and authorship. We present a step-by-step conceptual protocol for implementing the VSM approach. Subsequently, the strengths and limitations of VSM compared to SM are examined across 12 SLR stages. To this end, we assess the actual usage of SM for each stage based on an analysis of 63 papers employing the SM approach. Additionally, expert interviews are conducted to evaluate the utility of both SM and VSM across identical analytical stages. Notably, a distinct alignment emerged between the outcomes of the SLR and expert assessments pertaining to SM. The findings reveal VSM’s favorable ratings in eight out of 12 stages. Equivalence in expert ratings between SM and VSM surfaced in one stage, while SM was deemed more beneficial in three stages. This nuanced evaluation underscores the contextual strengths and limitations of both approaches. The implications extend to both scientific and managerial domains, offering valuable insights into the prospective advancements in SLRs. In conclusion, this analysis not only sheds light on the potential advantages of VSM but also serves as a foundation for guiding future research methodologies to widen capabilities among different SLR stages.
期刊介绍:
Data has become the new ore in today’s knowledge economy. However, merely storing and reporting are not enough to thrive in today’s increasingly competitive markets. What is called for is the ability to make sense of all these oceans of data, and to apply those insights to the way companies approach their markets, adjust to changing market conditions, and respond to new competitors.
Marketing analytics lies at the heart of this contemporary wave of data driven decision-making. Companies can no longer survive when they rely on gut instinct to make decisions. Strategic leverage of data is one of the few remaining sources of sustainable competitive advantage. New products can be copied faster than ever before. Staff are becoming less loyal as well as more mobile, and business centers themselves are moving across the globe in a world that is getting flatter and flatter.
The Journal of Marketing Analytics brings together applied research and practice papers in this blossoming field. A unique blend of applied academic research, combined with insights from commercial best practices makes the Journal of Marketing Analytics a perfect companion for academics and practitioners alike. Academics can stay in touch with the latest developments in this field. Marketing analytics professionals can read about the latest trends, and cutting edge academic research in this discipline.
The Journal of Marketing Analytics will feature applied research papers on topics like targeting, segmentation, big data, customer loyalty and lifecycle management, cross-selling, CRM, data quality management, multi-channel marketing, and marketing strategy.
The Journal of Marketing Analytics aims to combine the rigor of carefully controlled scientific research methods with applicability of real world case studies. Our double blind review process ensures that papers are selected on their content and merits alone, selecting the best possible papers in this field.