search query: @author Hulland, J. / total: 5
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| Author: | Hulland, J. Chow, Y. Lam, S. |
| Title: | Use of causal models in marketing research: a review call for papers |
| Journal: | International Journal of Research in Marketing
1996 : APR, VOL. 13:2, p. 181-198 |
| Index terms: | MARKETING RESEARCH MODELS |
| Language: | eng |
| Abstract: | Use of causal models in marketing has grown significantly. By combining data and theory, these models provide researchers with more powerful opportunities to advance scientific knowledge. However, such advances can only be achieved if researchers make proper usage of causal modeling techniques. The authors review causal models published during 1980-1994. Many aspects of the models investigated meet traditional standards. However, several unsettling findings emerge. |
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