A literature review on marketing research is a comprehensive overview of the existing research on a particular topic in the field of marketing. It aims to identify gaps in the current knowledge, summarize the main findings and implications of previous research, and provide a foundation for future research in the field.
The process of conducting a literature review involves searching for and reviewing relevant articles, books, and other sources on the topic of interest. This involves using databases such as Google Scholar, JSTOR, and others to identify relevant sources, as well as manually searching through bibliographies of relevant articles to find additional sources.
One of the main purposes of a literature review is to identify the current state of knowledge on a particular topic. This can help researchers to identify gaps in the current research, and to determine the direction for future research. For example, if a literature review on marketing research finds that there is a lack of research on a particular topic, such as the effectiveness of social media marketing, this could be an area of focus for future research.
Another purpose of a literature review is to summarize the main findings and implications of previous research on a particular topic. This can help researchers to understand the key trends and patterns in the existing research, and to synthesize the main points and implications of previous studies.
Finally, a literature review can also provide a foundation for future research by highlighting areas where more research is needed, and by providing a context for future research studies. This can help researchers to focus their efforts on areas where there is a need for additional research, and to build on the work of previous researchers.
In conclusion, a literature review on marketing research is a valuable tool for researchers in the field, as it helps to identify gaps in the current knowledge, summarize the main findings and implications of previous research, and provide a foundation for future research. By conducting a thorough and comprehensive literature review, researchers can ensure that their work is well-informed and grounded in the existing research, and can make a meaningful contribution to the field of marketing.