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jmr-rebuttal

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Use when a Journal of Marketing Research (JMR) Revise-and-Resubmit arrives — planning the revision and drafting a point-by-point response that satisfies two independent reviewers and the Coeditor, addresses rigor-bar concerns (identification, exact statistics, replication) and substance-bar concerns (contribution), and uses the 'W'-prefixed Web Appendix to absorb new analyses without breaking the 50-page limit.

Journal-of-Marketing-Research-Skills/skills/jmr-rebuttal/SKILL.md

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# R&R Revision & Response (jmr-rebuttal)

## When to trigger

- You received a JMR R&R and need to plan revisions and the response letter
- Reviewers and the Coeditor raise concerns spanning rigor and contribution
- New studies/analyses are needed but the print paper is near the 50-page limit
- You must reconcile conflicting reviewer requests

## Plan before you draft

1. **Triage every point** by which bar it targets — **rigor** (identification, manipulation, exact p-values/SEs/effect sizes, robustness, replication) or **substance** (contribution, framing, "what do we learn?"). JMR's dual standard means both must end up satisfied.
2. **Find the Coeditor's priorities.** The editor's letter signals which concerns are pivotal; weight your effort there. With **two independent reviewers**, expect some conflict — resolve it explicitly rather than splitting the difference silently.
3. **Decide where new material lives.** New robustness, additional studies, and estimation detail usually belong in the **'W'-prefixed Web Appendix** (excluded from the 50-page limit), with a short pointer in the print text — this lets you respond fully without blowing the page budget.
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