Question 1

Which countries lead Marketing research?

Accepted Answer

On research quality in 2022-now, China, the United States and the United Kingdom rank highest in Marketing. By volume, Indonesia and China publish the most (26k and 12k works in 2022-now).

Question 2

Which institutions lead Marketing research?

Accepted Answer

Hong Kong Polytechnic University (China) ranks first in Marketing on research quality in 2022-now, followed by Universitas Esa Unggul and University of Science and Technology of China.

Question 3

Who are the leading researchers in Marketing?

Accepted Answer

Counting only their work in Marketing, Weng Marc Lim, Heesup Han and Dhruv Grewal have the most papers in the world top 10% for their subfield and year beyond the 10% expected.

Question 4

Where is Marketing research done?

Accepted Answer

The largest centres of Marketing research in 2022-now are Jakarta (Indonesia), Bandung (Indonesia), Surabaya (Indonesia) and Beijing (China). Among places with at least 20 works in it, it is an unusually large share of all research in Sumedang Utara, Barcelos and Speyer.

Question 5

Where is the best place to study Marketing?

Accepted Answer

Among universities, judged by research, Hong Kong Polytechnic University, University of Science and Technology of China and New York University score highest, combining standing in the field's ranking, excellence, specialisation, size, growth and international reach. Research strength is one signal when choosing where to study; it does not measure teaching.

Question 6

Is Marketing research growing?

Accepted Answer

Output in 2022-2025 was 46% higher than in 2018-2021, peaking in 2025. The fastest-growing topics are Customer churn and segmentation, Consumer Perception and Purchasing Behavior and Consumer Behavior and Marketing Influence.

Question 7

What are the most cited papers in Marketing?

Accepted Answer

The most cited paper in Marketing is "PLS-SEM: Indeed a Silver Bullet" (Joe F. Hair, Christian M. Ringle, Marko Sarstedt, 2011), with 21,465 citations. Next come "SERVQUAL: A multiple-Item Scale for measuring consumer perceptions of service quality" (21,175) and "A Conceptual Model of Service Quality and Its Implications for Future Research" (17,152).