Most scholars view research impact as their main goal. Citation analysis
is a measure of research impact. It is an established procedure for the
analysis of contributions to knowledge and dissemination of knowledge. Dean
Keith Simonton, in Scientific Genius: A Psychology of Science, Cambridge
Press, 1988, wrote: “[T]he number of citations that a scientist earns
is the single most accurate predictor of scientific distinction, as gauged by
such rare honors as the Nobel Prize.”
The recent Academic Assessment Services (AAS) Study of 46 Top Marketing Departments,
2004, yielded citation data for the Oregon marketing department. That study
analyzed the 208,000 research citations earned as of November 2003, by 666 marketing
faculty who were full time members of a department in 2002-03. The Lundquist
College thanks the Edwin E. and June Woldt Cone foundation for funding the project.
AAS applied the same methodology in this study used in their previous analyses
of business school research citations.
1. Citations by Oregon marketing faculty vs. the marketing
faculties at 45 other top business schools.
Mean:
Oregon, ranked #1 among these 23 top public universities
Median:
Oregon, ranked #1 among these 23 top public universities
Mean:
Oregon, ranked #10 among these 46 top privates & publics
Median:
Oregon, ranked #6 among these 46 top privates & publics
2. Citations by Oregon marketing faculty vs. the marketing faculties at
45 top business schools, excluding each of the departments’ most highly
cited person.
Mean:
Oregon, ranked #3 among the 23 top public universities
Median:
Oregon, ranked #1 among the 23 top public universities
Mean:
Oregon, ranked #10 among the 46 top privates & publics
Median:
Oregon, ranked #6 among the 46 top privates & publics
3. Only five of those 46 top marketing departments made the “Top 10”
list by all four measures of departmental research impact: Columbia, MIT,
Northwestern, Oregon, Penn (Wharton)
The public universities in the study were Arizona, Arizona State, Cal-Berkeley,
UCLA, Florida, Illinois, Indiana, Iowa, Maryland, Michigan, Michigan State,
Minnesota, North Carolina, Ohio State, Oregon, Penn State, Purdue, South Carolina,
Texas, Virginia, Washington, Wisconsin. The private universities were Brigham
Young, Carnegie Mellon. Chicago, Columbia, Cornell, Dartmouth, Duke, Emory,
Georgetown, Harvard, NYU, Northwestern, Notre Dame, Rice, Rochester, Southern
Cal, SMU, Stanford, Vanderbilt, Washington-St. Louis, Yale.
