Developing an Overall Ranking of 79 Marketing Journals: An Introduction of PRINQUAL to Marketing

The PRINQUAL (PRINcipal components of QUALitative data) procedure transforms original variables linearly or nonlinearly and optimizes the properties of the transformed variables’ covariance or correlation matrix. During the transformation procedure, PRINQUAL also imputes missing values measured at all levels of measurement. Although the application of PRINQUAL is endless in marketing, it is virtually unknown to marketing researchers. This study introduces PRINQUAL to marketing by demonstrating its capability, which produces a composite ranking of marketing journals across a variety of studies that used different ways of rankings and ranked a different set of journals. The application PRINQUAL integrates 13 studies and produces overall rankings of 79 marketing journals.

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