Theory and Practice Go Hand in Hand: A Tribute to Richard Johnson’s Contributions to Marketing Research Methodology

Journal of Marketing Research (JMR)

Theory and Practice Go Hand in Hand: A Tribute to Richard Johnson’s Contributions to Marketing Research Methodology

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Published 8/1/2005

Author: Paul E. Green

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Executive Summary
Paul Green describes the major roles that Richard Johnson has played in the origins, development, and maturation of marketing research methodology. Johnson’s contributions to quantitative methods in marketing have been central to the growth of modern marketing research. He and his firm have also played a vital role in the dissemination of information tools for implementing marketing research methodology.

Biography
Paul E. Green is Emeritus Professor of Marketing in the Wharton School of Business at the University of Pennsylvania. A biographical sketch of his research and publications is available on the Internet.

J Marketing Research, Volume 42, Number 3, August 2005
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Journal of Marketing Research (JMR)