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Variable science mapping as literature review method

Author

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  • Przemyslaw Tomczyk

    (Kozminski University)

  • Philipp Brüggemann

    (University of Hagen)

  • Justin Paul

    (Plaza Universitaria)

Abstract

This study investigates a novel mapping approach for the systematic analysis of empirical research, termed Variable Science Mapping (VSM). This approach enhances the current capabilities of Systematic Literature Reviews (SLRs) by incorporating variables and their interrelationships, surpassing traditional methods, such as Science Mapping (SM), which primarily analyze keywords, citations, and authorship. We present a step-by-step conceptual protocol for implementing the VSM approach. Subsequently, the strengths and limitations of VSM compared to SM are examined across 12 SLR stages. To this end, we assess the actual usage of SM for each stage based on an analysis of 63 papers employing the SM approach. Additionally, expert interviews are conducted to evaluate the utility of both SM and VSM across identical analytical stages. Notably, a distinct alignment emerged between the outcomes of the SLR and expert assessments pertaining to SM. The findings reveal VSM’s favorable ratings in eight out of 12 stages. Equivalence in expert ratings between SM and VSM surfaced in one stage, while SM was deemed more beneficial in three stages. This nuanced evaluation underscores the contextual strengths and limitations of both approaches. The implications extend to both scientific and managerial domains, offering valuable insights into the prospective advancements in SLRs. In conclusion, this analysis not only sheds light on the potential advantages of VSM but also serves as a foundation for guiding future research methodologies to widen capabilities among different SLR stages.

Suggested Citation

  • Przemyslaw Tomczyk & Philipp Brüggemann & Justin Paul, 2024. "Variable science mapping as literature review method," Journal of Marketing Analytics, Palgrave Macmillan, vol. 12(4), pages 829-841, December.
    • Handle: RePEc:pal:jmarka:v:12:y:2024:i:4:d:10.1057_s41270-024-00336-9
    DOI: 10.1057/s41270-024-00336-9
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