..., the traditional marketing research tools primarily based on parametric statistical methods are proving to be inadequate. In this context, in this paper it is argued that neural network models (NNMs) will prove to be robust methodological alternatives for marketers to practice database marketing effectively. ©...

...Sue Halliday Questions the processes and methodologies of marketing research. Challenges the “scientific” hypothetico‐deductive approach and asserts that interpretative and qualitative methods provide a more worthwhile framework for research. Explores frames of reference for assessing qualitative...

...S. Tamer Cavusgil; Ajay Das Methodological consistency and rigour continue to be remaining challenges in cross‐cultural research. Scholars need to reach a degree of standardization in the choice and application of research methods in conducting research across national and cultural boundaries...

... MCB UP Limited 1996 Consumer behaviour Methodology Qualitative techniques Research Shopping While many researchers such as Babbie (1992), Bailey (1987) and Best (1989) support the virtues of empirical research, other prominent researchers (for example Bryman, 1988; Denzin, 1989...

... a deductive, deterministic model of inquiry. In support of this view, Wortman et al. (1989) call for enhanced methodological rigour when studying the interface, involving improved hypothesis testing and representative sampling, adequate sample sizes, and appropriate statistical treatments. Following...

... product. This concept of value added is becoming increasingly important and in some industries additional support features may carry more weight than price when making a purchase decision. © MCB UP Limited 1996 Marketing Methodology Supply‐chain management Universities This concept...

... on this industry; discusses specifically the role of marketing. Considers reasons for adopting a case‐based research methodology and explores the research questions adopted in the study. Discusses one of the case companies, placing emphasis on the research issues raised in the study. This analysis focuses...

... subject to gender bias (e.g. Bristor and Fischer, 1993) and that dominant ideologies have been masculine in nature (Hirschman, 1993). Reviews developments in consumer research in the light of current thinking and explores ontological and methodological issues in the study of consumer behaviour. Develops...

... new portfolio matrix. Rather it describes a broadly based approach that gives users more control over portfolio design and analysis. Describes a data‐driven approach to the analysis of competitive position that has its origins in a portfolio‐based methodology previously described by Moutinho...

... mix Market research Tracking Methodology Objectives PERIODIC OR CONTINUOUS TRACKING STUDIES: MATCHING METHODOLOGY WITH OBJECTIVES by Philip K. Sherwood Winona MRB, Inc., Minneapolis Robert E. Stevens Department of Management and Marketing, Northeast Louisiana University, and and William E...