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| Tekijä: | Hamlin, R.P. |
| Otsikko: | The rise and fall of the Latin Square in marketing: a cautionary tale |
| Lehti: | European Journal of Marketing
2005 : VOL. 39:3-4, p.328-350 |
| Asiasana: | History Marketing models Market research |
| Vapaa asiasana: | Brand management Country of origin |
| Kieli: | eng |
| Tiivistelmä: | The article aims to illustrate the strengths and weaknesses of experimental design and development in academic marketing since 1950 by taking one experimental design, Latin square, and describing its history and development within academic marketing in detail. The Latin Square is a powerful experimental technique that first rose to prominence in agriculture in the 1920s and has remained a key tool in this discipline ever since. It was introduced into marketing in 1953, and enjoyed a period of great influence and popularity until 1973, when it abruptly disappeared from the publications of the discipline. |
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