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jm-methods

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Use when choosing and defending the research design for a Journal of Marketing (JM) manuscript — matching a "big tent" method (experiment, field study, survey, secondary data, qualitative) to a substantive marketing question, with field realism and identification in mind. Designs the study; it does not run the estimation (jm-data-analysis) or frame the contribution (jm-contribution-framing).

Journal-of-Marketing-Skills/skills/jm-methods/SKILL.md

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# Research Design, Big-Tent (jm-methods)

## When to trigger

- The question is set and you must choose a design that can actually answer it
- A reviewer will ask whether the method supports a *causal* or *managerial* claim
- You are deciding between a clean lab experiment and a messier but realer field study
- You have secondary (scanner/CRM/financial) data and need an identification strategy

## JM's "big tent" — let the question pick the method

JM is methodologically pluralistic: it welcomes **primary data** (experiments, field studies, surveys, interviews, observational data) and **secondary data**, and champions **empirics-first** research grounded in real-world phenomena. No single method is privileged. The design rule at JM is therefore: choose the method that most credibly answers a **substantive** question and supports a **managerially relevant** claim — not the most sophisticated technique. Work centered on mathematical/statistical methods for their own sake is out of scope (route to Marketing Science / JMR); methods here are **servants** of the substantive insight.

## Match design to claim
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