Interdisciplinary Research as Methodologically and Substantively Creative

Document Type

Editorial

Publication Date

2-15-2021

Publication Title

Journal of Marketing Analytics

Volume

9

Issue

1

First page number:

1

Last page number:

2

Abstract

Interdisciplinary research while often lauded comes at a cost. While some say it is collaborative, crosses boundaries and silos, and uncovers new and creative solutions to problems, others argue that it favors shallow analysis or breadth over deep interrogation or depth. Given this, how can an interdisciplinary researcher avoid appearing unfocused? And how can society uncover creative solutions and study big problems like sustainability, privacy, racism, and climate change, without working across disciplines? Ironically, as we set out to conduct research in any feld we borrow from others, often without awareness.

Disciplines

Marketing

Language

English

UNLV article access

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