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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)

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.

Suggested Citation

  • Frank M. Bass, 1995. "Empirical Generalizations and Marketing Science: A Personal View," Marketing Science, INFORMS, vol. 14(3_supplem), pages 6-19.
  • Handle: RePEc:inm:ormksc:v:14:y:1995:i:3_supplement:p:g6-g19
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    File URL: http://dx.doi.org/10.1287/mksc.14.3.G6
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    References listed on IDEAS

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    1. Hauser, John R. & Urban, Glen L., 1975. "A normative methodology for modeling consumer response to innovation," Working papers 785-75., Massachusetts Institute of Technology (MIT), Sloan School of Management.
    2. Griffin, Abbie. & Hauser, John R., 1991. "The marketing and R & D interface," Working papers #48-91. Working paper (Sl, Massachusetts Institute of Technology (MIT), Sloan School of Management.
    3. Green, Paul E & Srinivasan, V, 1978. " Conjoint Analysis in Consumer Research: Issues and Outlook," Journal of Consumer Research, Oxford University Press, vol. 5(2), pages 103-123, Se.
    4. George P. Huber, 1974. "Multi-Attribute Utility Models: A Review of Field and Field-Like Studies," Management Science, INFORMS, vol. 20(10), pages 1393-1402, June.
    5. John R. Hauser, 1977. "Testing the Accuracy," Discussion Papers 286, Northwestern University, Center for Mathematical Studies in Economics and Management Science.
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