Triple Sense-Making of Findings from Marketing Experiments Using the Dominant Variable Based-Logic, Case-Based Logic, and Isomorphic Modeling

Triple Sense-Making of Findings from Marketing Experiments Using the Dominant Variable Based-Logic, Case-Based Logic, and Isomorphic Modeling

The study describes the complementary benefits of model-building and data analysis using algorithm and statistical modeling methods in the context of unobtrusive marketing field experiments and in transforming findings into isomorphic management models. Relevant for marketing performance measurement...

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Bibliographic Details
Main Authors: Woodside, Arch, Schpektor, A., Xia, X.
Format: Journal Article
Published: International Journal of Business and Economics 2012
Subjects:
configural analysis
fuzzy set qualitative comparative analysis
isomorphic management model
field experiment
multiple regression analysis
Online Access:http://EconPapers.repec.org/RePEc:ijb:journl:v:12:y:2013:i:2:p:131-153
http://hdl.handle.net/20.500.11937/18244

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