Autore: Hofacker, Charles
Titolo: How quantitative marketing and management methodology is changing
Periodico: Sinergie
Anno: 2024 - Volume: 42 - Fascicolo: 123 - Pagina iniziale: 11 - Pagina finale: 17

In this editorial I review five key trends in quantitative methodology in Marketing and Management. The trends are (1) preregistration of behavioral experiments, (2) increasing focus on sources of endogeneity in strategy research, (3) a more evidentiary approach to the strength of evidence present in a study, (4) increasing use of Bayesian statistical inference, and (5) the introduction of computer science techniques into marketing.




SICI: 0393-5108(2024)42:123<11:HQMAMM>2.0.ZU;2-F
Testo completo: https://ojs.sijm.it/index.php/sinergie/article/view/1825/957

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