Manuscript #:
MANUSCRIPT EVALUATION FORM
Journal of Marketing Theory and Practice
Reviewer #:
Review Due Date:
__________________________________________________________________________________________
Instructions: Please be as direct and critical as you wish on this evaluation form. It will not be sent to the author(s). Provide your reactions to this manuscript by completing the items below. On each criterion listed, rate the manuscript relative to JMTP standards.
For All Manuscripts Poor
Below
Average Average
Above
Average Excellent
(1) Problem formulation
(2) Clarity of research objectives
(3) Likely interests in topic by JMTP audience
(4) Quality of conceptual/theoretical development
(5) Application of relevant literature
(6) Communication (readability, grammar, clarity, organization)
(7) Relevance of research conclusion/recommendations to contemporary marketing problems
(8) Overall contribution to discipline (in present form)
(9) Potential contribution to discipline (if revised)
Questions 10 – 13 are for Empirical Manuscripts Only:
(10) Quality of research design (sampling, experimental design, data collection, etc.)
(11) Quality of measurement (definitions, operationalization of variables)
(12) Appropriateness and quality of analysis
(13) Presentation and interpretation of study results
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(14) Does this study have a fatal flaw that cannot be remedied? Yes No Uncertain
If yes, describe:

(15) What is your summary recommendation to the editor concerning this manuscript?
Accept ; publish “as is.”
JMTP
Manuscript Review Form
Page 2
Conditionally accept ; subject to very minor revisions per attached comments, probably no need to send to reviewers again.
Invite author(s) to revise manuscript ; requested revisions are relatively minor in nature per attached comments; if revised, probability of ultimate acceptance is high.
Invite author(s) to revise manuscript ; requested revisions are substantial per attached comments; probability of ultimate acceptance is fair to good.
Invite author(s) to revise manuscript ; advise author(s) that revision needed is a major undertaking per attached comments; high degree of uncertainty exists concerning ultimate acceptance.
Reject manuscript in its current form but encourage resubmission of a materially different version as outlined in the attached comments.
Reject manuscript ; despite possessing some degree of merit, the likelihood of a successful revision to JMTP standards is very remote.
Definitely reject ; the manuscript has little redeeming value.
You will provide all of your feedback on this manuscript by e-mail to editor@jmtp-online.org
. You will use attached MSWord files. Do not cut and paste the files directly into the body of your e-mail. You will have three separate MSWord file attachments to your e-mail. Do not combine the three files into one! The attachments are:
1) This Manuscript Evaluation Form, completed as appropriate for the paper that you are reviewing. This communication will not be shared with the author(s).
2) “Comments to Editor,” in which you provide your candid appraisal and recommendation for the manuscript. This communication will not be shared with the author(s). At the top of the page, indicate the title of the manuscript, manuscript number, and your reviewer number placed at the top of each page of comments.
3) “Comments to Reviewers,” which should be a set of considerate and constructive evaluative comments for the author(s). At the top of the page, indicate the title of the manuscript, manuscript number, and your reviewer number placed at the top of each page of comments. Your comments should:

Summarize your favorable or unfavorable reactions to the manuscript
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Identify the major strengths of the research
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Detail major limitations of the manuscript and indicate which of these you believe are uncorrectable

List other problem areas (more minor in nature) that should be addressed
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Suggest how the author(s) can improve the quality and contribution of the manuscript
Thank you for your service to the Journal of Marketing Theory and Practice.
Greg W. Marshall, Editor
Journal of Marketing Theory and Practice
Rollins College
Crummer Graduate School of Business
1000 Holt Avenue - 2722
Winter Park, FL 32789-4499
Phone: (407) 691-1150
E-mail: editor@jmtp-online.org