• What are the key themes in the article?

• What is the purpose of the study?

• Who is the intended audience for the work and is there background information to the ‘problem’ or research question?

• Is there discussion of how significant the work is to an understanding of Marketing?

• How many sources were used to write the paper?

• Are all the references used relevant to the ‘problem’ or research question?

• Does the author\s critically analyse the references e.g. question their relevance or outcomes

• Is the empirical research study qualitative or quantitative? Why?

• What is the size of the sample? Why is this important?

• How was the research data collected?

• How are the results presented? Are the results significant? Are the results unexpected?

• Are the results easy to follow?

• Is there evidence of ‘new’ findings?

• Were the new findings related to theory and\or practice?

• What were the key limitations of the article?