search query: @indexterm market research / total: 2057
reference: 37 / 2057
| Author: | Franke, N. Mazanec, J.A. |
| Title: | The six identities of marketing: a vector quantization of research approaches |
| Journal: | European Journal of Marketing
2006 : VOL. 40:5/6, p.634-661 |
| Index terms: | marketing market research |
| Language: | eng |
| Abstract: | The purpose of this article is to provide an empirical identification of groups of marketing scholars who share common beliefs about the role of science and the logic of scientific discovery. The approach uses topology representing network quantization to empirically identify classes of marketing researchers within a representative sample of marketing professors. Six distinct classes of marketing scholars were found that vary as to the popularity (size) and productivity (levels of publication output). |
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