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| Author: | Rand, W. Rust, R. T. |
| Title: | Agent-based modeling in marketing: Guidelines for rigor |
| Journal: | International Journal of Research in Marketing
2011 : SEP, VOL 28:3, p. 181-193 |
| Index terms: | marketing research model testing empirical research |
| Language: | eng |
| Abstract: | The article proposes guidelines for using agent-based modeling methods in studying complex marketing phenomena. These guidelines and the value of agent-based modeling is demonstrated using an example where the Bass model of the diffusion of innovations is replicated using agent-based modeling technique. Further, the authors show how extensions of the Bass model can be implemented using an agent-based approach. Agent-based modeling can be used to examine marketing phenomena too complicated to be assessed with other, more traditional marketing research techniques. |
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