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EMAC 2022 Regional Conference

Do we need a new bibliometric method in marketing? Case study of variables mapping

Published: December 1, 2022


Przemysław Tomczyk, Kozminski University; Dagmara Plata-Alf, Kozminski University; Piotr Kwiatek, Kozminski University


Science mapping is one of the bibliometric analysis methods. This article aims to identify to what extent variable mapping - a new approach to science mapping – can improve research problem formulation and content/thematic analysis for literature reviews. Based on a sample of articles on customer ideation, we compare a traditional approach (keywords mapping) with a variable map prepared manually on the same articles. Seven independent expert judges assessed the usability of both solutions when formulating the research problem and content/thematic analysis. The results show the advantage of variable mapping in the formulation of the research problem and thematic/content analysis.