Content, Correspondence and Meta Method Analysis of Marketing Theses in Selected Universities in Tehran

Document Type : Research Paper


1 Associate Prof., Management Shahid Beheshti University, Tehran, Iran

2 MSc. Student in Management, Shahid Beheshti University, Tehran, Iran


The aim of this study was to identify the recurring themes
and to evaluate methodological components of 204 marketing theses
(1384-1389) in four selected universities including: Shahid Beheshti
University (SBU), Tehran University (TU), Allameh Tabatabai
University (ATU) and Tarbiat Modares University (TMU). Content
analysis showed that the most favored subjects in marketing theses are
consumer behavior (54 cases), product mix (35 cases), electronic
commerce (26 cases), promotion mix (15 cases) and customer
relationship management (11 cases). Simple correspondence analysis
revealed the meaningful proximities between SBU with retailing
(B2C) and traditional marketing, ATU with electronic and service
marketing, and TMU with product marketing. TU was not found to be
linked with any marketing subjects. Meta method study of the
marketing theses indicated the high dominance of such components:
Survey, Questionnaire, probability sampling, content validity,
Cronbach’s alpha coefficient, sample size ≤300, t-test, conclusive
design, replication and extension of current models and single cross
section for data gathering.