Research Trends in Marketing Science Before COVID-19 Outbreak: A Literature Review

Abstract

Abstract The research trends after COVID-19 pandemic will be changing and more challenging. This study is aimed to review the trends of marketing research in the first semester of 2020. There are three parts of this analysis. First, review was made to summarize the trend of research domain and model. Second, the trend of data collection method is also synthesized. Third, trends of data analysis method are being categorized. Result shows that before COVID-19 outbreak, research model in marketing studies was dominated by Literature Review articles (systematic, integrative, and meta-analysis), and also Experimental Studies on various consumer behaviour topics. In term of data collection methods, Purposive Sampling and Amazon Mechanical Turk (MTurk) are two approaches that popularly used by the researchers. On the trend of data analysis method, ANOVA, Regression, and Qualitative Analysis are three popular methods which used among the studies. Future research agendas after the pandemic are also discussed in this study.