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Empirical Generalizations and Marketing Science: A Personal View

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  • Frank M. Bass

    (The University of Texas at Dallas)

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    Abstract

    Marketing has matured to the point where it seems desirable to take stock of where we are, what we have learned, and fruitful directions for extending the knowledge base that has developed. Science is a process involving the interaction between empirical generalizations and theory. An is “a pattern or regularity that repeats over different circumstances and that can be described simply by mathematical, graphic, or symbolic methods.” One of the purposes of the Empirical Generalizations Conference held at Wharton on February 16–18, 1994 was to develop a list of examples of such empirical generalizations in marketing. Empirical generalization can precede a theory to explain it or it can be predicted by a theory. Science is the process of interaction between theory and data that leads to higher level theories. Examples are provided here of empirical generalizations in marketing and their theoretical counterparts. One example is provided of a higher level theory.

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    Bibliographic Info

    Article provided by INFORMS in its journal Marketing Science.

    Volume (Year): 14 (1995)
    Issue (Month): 3_supplement ()
    Pages: G6-G19

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    Handle: RePEc:inm:ormksc:v:14:y:1995:i:3_supplement:p:g6-g19

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    Related research

    Keywords: diffusion; brand choice; pricing research; empirical generalizations;

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    Cited by:
    1. Ling-yee, Li & Ogunmokun, Gabriel O., 2001. "The influence of interfirm relational capabilities on export advantage and performance: an empirical analysis," International Business Review, Elsevier, vol. 10(4), pages 399-420, August.
    2. Grewal, Rajdeep & Mills, Jeffrey A. & Mehta, Raj & Mujumdar, Sudesh, 2001. "Using cointegration analysis for modeling marketing interactions in dynamic environments: methodological issues and an empirical illustration," Journal of Business Research, Elsevier, vol. 51(2), pages 127-144, February.
    3. Chakravarthi Narasimhan & Chuan He & Eric Anderson & Lyle Brenner & Preyas Desai & Dmitri Kuksov & Paul Messinger & Sridhar Moorthy & Joseph Nunes & Yuval Rottenstreich & Richard Staelin & George Wu &, 2005. "Incorporating Behavioral Anomalies in Strategic Models," Marketing Letters, Springer, vol. 16(3), pages 361-373, December.
    4. Christopher J. Shanahan & Neal H. Hooker & Thomas L. Sporleder, 2008. "The diffusion of organic food products: toward a theory of adoption," Agribusiness, John Wiley & Sons, Ltd., vol. 24(3), pages 369-387.
    5. Guo, Chiquan, 2004. "Marketing research: Cui bono?," Business Horizons, Elsevier, vol. 47(5), pages 33-38.
    6. Raaj Sah & Rajeev Kohli, 2004. "Market Shares: Some Power Law Results and Observations," Working Papers 0401, Harris School of Public Policy Studies, University of Chicago.
    7. Raphael Thomadsen & Robert Zeithammer & Ganesh Iyer & Dina Mayzlin & Yesim Orhun & Amit Pazgal & Devavrat Purohit & Ram Rao & Michael Riordan & Jiwoong Shin & Monic Sun & Miguel Villas-Boas, 2012. "A reflection on analytical work in marketing: Three points of consensus," Marketing Letters, Springer, vol. 23(2), pages 381-389, June.
    8. Hubbard, Raymond & Lindsay, R. Murray, 2013. "From significant difference to significant sameness: Proposing a paradigm shift in business research," Journal of Business Research, Elsevier, vol. 66(9), pages 1377-1388.
    9. Dekimpe, M.G. & Hanssens, D.M. & Nijs, V.R. & Steenkamp, J-B.E.M., 2003. "Measuring Short- and Long-run Promotional Effectiveness on Scanner Data Using Persistence Modeling," ERIM Report Series Research in Management ERS-2003-087-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    10. Ling-yee, Li & Ogunmokun, Gabriel O., 2001. "Effect of export financing resources and supply-chain skills on export competitive advantages: implications for superior export performance," Journal of World Business, Elsevier, vol. 36(3), pages 260-279, October.
    11. Qin, Ruwen & Nembhard, David A., 2012. "Demand modeling of stochastic product diffusion over the life cycle," International Journal of Production Economics, Elsevier, vol. 137(2), pages 201-210.
    12. Teo, Thompson S.H. & Lin, Sijie & Lai, Kee-hung, 2009. "Adopters and non-adopters of e-procurement in Singapore: An empirical study," Omega, Elsevier, vol. 37(5), pages 972-987, October.
    13. Buzzell, Robert D., 2004. "The PIMS program of strategy research: A retrospective appraisal," Journal of Business Research, Elsevier, vol. 57(5), pages 478-483, May.
    14. Bauer, Hans H. & Fischer, Marc, 2000. "Product life cycle patterns for pharmaceuticals and their impact on R&D profitability of late mover products," International Business Review, Elsevier, vol. 9(6), pages 703-725, December.
    15. Soloviev, Vladimir, 2009. "Экономико-Математическое Моделирование Рынка Программного Обеспечения: Монография. — М.: Вега-Инфо, 2009. — 176 �," MPRA Paper 28974, University Library of Munich, Germany.
    16. Agarwal, Rajshree & Bayus, Barry L., 2002. "The Market Evolution and Sales Take-Off of Product Innovations," Working Papers 02-0104, University of Illinois at Urbana-Champaign, College of Business.

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