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Setting the Hook in Written Research Work- MRG Event

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Marketing Research Group began their seminar series with an engaging talk ' How to develop ‘The Hook’ with Professor Matthew Robson (Professor of Marketing and International Management, Associate Editor, Journal of International Marketing, find out more about the seminar and tips for getting published.

Marketing Research Group began their seminar series with an engaging talk ' How to develop ‘The Hook’ with Professor Matthew Robson (Professor of Marketing and International Management, Associate Editor, Journal of International Marketing, find out more about the seminar and tips for getting published.

Developing a persuasive and effective writing style is a key skill for researchers in marketing and management. It's well known that recurring, common criticisms of manuscripts can be frustrating to authors. The Marketing Research Group, based in Greenwich London, took the opportunity to learn from an expert reviewer of International journals.

The talk was presented by Professor Matthew Robson, Professor of Marketing and International Management at Cardiff Business School.  Prof. Robson has published in journals of international repute including Journal of International Business Studies, Journal of International Marketing, Journal of Marketing, Journal of World Business, and Organization Science. He is also an Associate Editor for Journal of International Marketing.

Prof. Robson shared insights from his extensive experience as author, reviewer and Editor of international peer-reviewed journals. The seminar emphasised the importance of the introduction in journal articles.  It also introduced literature on ‘getting published’ type sources, and definitions and dimensions of contribution. Based on first hand knowledge and experience, Professor Robson shared invaluable insight into how to publish in high impact marketing journals.

The seminar offered MRG researchers with tips and techniques for writing a compelling introduction in their journal articles. The group were equipped with further of understanding of how to recognise the criteria that reviewers employ for evaluation.

Prof. Robson encouraged the group to reflect on their passion for the research topic. With stringent criteria in mind, passion for the subject can often be overlooked as a vital element of research writing. Practical techniques to portray this were discussed including:

  • Target audience identification
  • Tension and suspense
  • Old and new theory comparison
  • Theory development to predict phenomena

The review process of introductions itself was deconstructed and the group gained insight into planning the structure of compelling introductions.

Find out more about the work and members of Marketing Research Group.