The evolving world of research in marketing and the blending of theory and data
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DOI: 10.1016/j.ijresmar.2019.12.001
Abstract: Abstract The world, and the way research is conducted in marketing, has changed over the last fifty years. For example, there has been an increased emphasis on theory and model testing. This paper briefly identifies… read more here.
Keywords: research; theory; evolving world; marketing ... See more keywords
Conducting Research in Marketing with Quasi-Experiments
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DOI: 10.1177/00222429221082977
Abstract: This article aims to broaden the understanding of quasi-experimental methods among marketing scholars and those who read their work by describing the underlying logic and set of actions that make their work convincing. The purpose… read more here.
Keywords: conducting research; marketing; research marketing; marketing quasi ... See more keywords