haku: @author Baumgartner, H. / yhteensä: 11
viite: 7 / 11
| Tekijä: | Homburg, C. Baumgartner, H. |
| Otsikko: | Die Kausalanalyse als Instrument der Marketingforschung |
| Lehti: | Zeitschrift für Betriebswirtschaft
1995 : VOL. 65:10, p. 1091-1108 |
| Asiasana: | MARKETING RESEARCH CAUSALITY COMPARATIVE RESEARCH GERMANY |
| Kieli: | ger |
| Tiivistelmä: | The authors provide a meta-analysis of marketing applications of causal modeling published in leading international and German journals. Results reveal an increasing tendency to use this sophisticated methodology. International marketing researchers use this method predominantly in the area of consumer behavior, whereas strategic marketing is the most important domain of application in German marketing research. A comparison between German and international applications reveals that German research seems to lack methodological rigor but is superior in terms of relevance of research issues. |
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