This is actually for consumer research
Problem 1: the reviewers cannot tell what conversation your paper is joining
Problem 2: the conversation that your paper is joining does not belong in the journal
Problem 3: the paper reviews the conversation without identifying any major gaps, problems or questions
Problem 4: you do not have the data to answer your research questions
Problem 5: your findings are too descriptive and you have not made theoretical claims
Problem 6: your theoretical claims state how things are, but not why things are the way they are
Problem 7: your theoretical claims are illustrated by vivid data, but not supported by theoretical argumentation
Problem 8: your paper does not make a significant contribution to the conversation
Solutions
1) Clearly indicate which theoretical conversation your paper is joining. Do so as early as possible in the paper.
(2) Join a theoretical conversation that belongs in your target journal. Alternatively, target a journal that cares about the conversation that you are joining.
(3) Conclude your review of the theoretical conversation with gaps,problems and ideally specific research questions that your study will address.
(4) Collect the data that you need to answer your research questions. Alternatively, only
ask research questions that your data can answer.
(5) Build your descriptive observations about contexts into theoretical claims about concepts.
(6) Explain both how things are and why things are the way that they are.
(7) Illustrate your theoretical claims with data and support them with theoretical argumentation.
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Advance the theoretical conversation in a novel and radical way.In other words,offer readers something “new” and “big”
Source:
Fischer, E., Fischer, E., Gopaldas, A., Gopaldas, A., Scaraboto, D., & Scaraboto, D. (2017). Why papers are rejected and how to get yours accepted: Advice on the construction of interpretive consumer research articles. Qualitative Market Research: An International Journal, 20(1), 60-67.
Available at:
https://www.researchgate.net/publication/312155473_Why_papers_are_rejected_and_how_to_get_yours_accepted_Advice_on_the_construction_of_interpretive_consumer_research_articles?actorId=4719011