Empirical Generalization in Marketing
Bibliographic Data
| ID | 23607454 |
|---|---|
| Authors | Malcolm Wright (0000-0003-3334-6414, University of South Australia, corresponding author) |
| Year | 2015 |
| Pages | 1-1 |
| Publication date | 2015-01-21 |
| Open Access | Yes |
| Type | CHAPTER |
| Venue | Wiley Encyclopedia of Management (SOURCE_BOOK) |
| Publisher | Wiley (PUBLISHER • GB) |
| DOI | 10.1002/9781118785317.weom090093 |
| OpenAlex | W1602152130 |
| ISBN | 9781118785317 |
| Language | EN |
| References cited | 2 |
Empirical generalization seeks patterns that can be reproduced across diverse data sets to support the development of higher order theory. It values parsimonious explanation and extensive replication rather than the regression methods commonly used in marketing. This approach has led to many discoveries about consumer behavior, most of which are summarized by the NBD‐Dirichlet model of purchase incidence and brand choice.
Advertising · Business · Consumer behaviour · Dirichlet distribution · Econometrics · Economics · Empirical research · Generalization · Order (exchange) · Replication (statistics) · Statistics · Computer Science · Consumer Behavior in Brand Consumption and Identification · Consumer Market Behavior and Pricing · Customer Service Quality and Loyalty · Marketing · Mathematics
| Highly cited | No |
|---|