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In Search of Data: An Editorial

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  • Steven M. Shugan

    (Warrington College of Business Administration, University of Florida, 201 Bryan Hall, Campus Box 117155, Gainesville, Florida 32611–7155)

Abstract

We argue that: (1) whether articles contain numeric data should be irrelevant to the evaluation process; (2) the desirability of numeric real, numeric synthetic, or nonnumeric data depends on the research objective; (3) assumptions can and should sometimes substitute for additional data; and (4) equal scrutiny should be given to data collection procedures, regardless of whether the researcher influences the collection or not. Finally, rather than focusing on data, evaluation of research should focus on whether the research provides compelling evidence for the conclusions.

Suggested Citation

  • Steven M. Shugan, 2002. "In Search of Data: An Editorial," Marketing Science, INFORMS, vol. 21(4), pages 369-377.
    • Handle: RePEc:inm:ormksc:v:21:y:2002:i:4:p:369-377
    DOI: 10.1287/mksc.21.4.369.132
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    Cited by:

    1. Liang Guo, 2006. "—Removing the Boundary Between Structural and Reduced-Form Models," Marketing Science, INFORMS, vol. 25(6), pages 629-632, 11-12.
    2. Steven M. Shugan, 2004. "Editorial: Consulting, Research, and Consulting Research," Marketing Science, INFORMS, vol. 23(2), pages 173-179.
    3. Guhl, Daniel, 2019. "Addressing endogeneity in aggregate logit models with time-varying parameters for optimal retail-pricing," European Journal of Operational Research, Elsevier, vol. 277(2), pages 684-698.
    4. Steven M. Shugan, 2006. "Editorial: Errors in the Variables, Unobserved Heterogeneity, and Other Ways of Hiding Statistical Error," Marketing Science, INFORMS, vol. 25(3), pages 203-216, 05-06.
    5. Eyal Biyalogorsky & Eitan Gerstner, 2004. "Contingent Pricing to Reduce Price Risks," Marketing Science, INFORMS, vol. 23(1), pages 146-155, March.
    6. Steven M. Shugan, 2007. "Editorial—The Anna Karenina Bias: Which Variables to Observe?," Marketing Science, INFORMS, vol. 26(2), pages 145-148, 03-04.
    7. Schmid, Stefan & Kotulla, Thomas, 2011. "50 years of research on international standardization and adaptation--From a systematic literature analysis to a theoretical framework," International Business Review, Elsevier, vol. 20(5), pages 491-507, October.

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