Individual skill
jmr-contribution-framing
Use when turning results into an explicit contribution statement for a Journal of Marketing Research (JMR) manuscript — clearing JMR's dual bar by stating both the substantive/theoretical insight and, where relevant, the methodological advance. Frames why marketing researchers should care because the design is credible.
Journal-of-Marketing-Research-Skills/skills/jmr-contribution-framing/SKILL.md
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# Contribution Framing (jmr-contribution-framing)
## When to trigger
- Results exist but the "so what for marketing research" is thin or implicit
- A reviewer says the contribution is "incremental" or "an application"
- You are unsure whether to lead with the substantive insight or the method
- The discussion restates results instead of stating what was learned
## Clear JMR's dual bar explicitly
JMR is the AMA's methods-forward flagship, and it judges papers on **two** contributions at once. State both, in the introduction and the discussion:
1. **Substantive / theoretical** — What do we now know about consumers, markets, or marketing actions that we did not before? What belief is changed, qualified, or newly established?