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Improving the External Validity of Marketing Models: A Plea For More Qualitative Input

Author

Listed:
  • Gilles Laurent

    (HEC Paris - Recherche - Hors Laboratoire - HEC Paris - Ecole des Hautes Etudes Commerciales)

Abstract

A number of marketing models lack validity, in the sense that they do not adequately describe the variables and relationships in the real system being modeled. This is illustrated by recent examples of causal, econometric and analytic models. I discuss possible solutions, on the basis of selected references.

Suggested Citation

  • Gilles Laurent, 2000. "Improving the External Validity of Marketing Models: A Plea For More Qualitative Input," Post-Print hal-00819502, HAL.
    • Handle: RePEc:hal:journl:hal-00819502
    DOI: 10.1016/S0167-8116(00)00020-3
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    Cited by:

    1. Orriols-Puig, Albert & Martínez-López, Francisco J. & Casillas, Jorge & Lee, Nick, 2013. "A soft-computing-based method for the automatic discovery of fuzzy rules in databases: Uses for academic research and management support in marketing," Journal of Business Research, Elsevier, vol. 66(9), pages 1332-1337.
    2. Christos Ntais & Jean Suvatjis & Yioula Melanthiou, 2023. "Medical Cannabis: Modeling a Destigmatization Process for its Candidacy to Become a Pharmaceutical Brand," European Research Studies Journal, European Research Studies Journal, vol. 0(1), pages 612-633.
    3. Adam R. Szromek & Mateusz Naramski, 2019. "Measuring Trust in Business Relations between Tourist Facilities on One Thematic Touristic Route," Sustainability, MDPI, vol. 11(14), pages 1-18, July.
    4. Davis, Donna F. & Golicic, Susan L. & Boerstler, Courtney N. & Choi, Sunny & Oh, Hanmo, 2013. "Does marketing research suffer from methods myopia?," Journal of Business Research, Elsevier, vol. 66(9), pages 1245-1250.
    5. David B. Montgomery & Marian Chapman Moore & Joel E. Urbany, 2005. "Reasoning About Competitive Reactions: Evidence from Executives," Marketing Science, INFORMS, vol. 24(1), pages 138-149, September.
    6. Eliashberg, Jehoshua & Hegie, Quintus & Ho, Jason & Huisman, Dennis & Miller, Steven J. & Swami, Sanjeev & Weinberg, Charles B. & Wierenga, Berend, 2009. "Demand-driven scheduling of movies in a multiplex," International Journal of Research in Marketing, Elsevier, vol. 26(2), pages 75-88.
    7. Laurent, Gilles, 2013. "EMAC Distinguished Marketing Scholar 2012," International Journal of Research in Marketing, Elsevier, vol. 30(4), pages 323-334.
    8. Malshe, Avinash & Hughes, Douglas E. & Good, Valerie & Friend, Scott B., 2022. "Marketing strategy implementation impediments and remedies: A multi-level theoretical framework within the sales-marketing interface," International Journal of Research in Marketing, Elsevier, vol. 39(3), pages 824-846.

    More about this item

    Keywords

    Models; Validity;

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