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RESEARCH PRODUCT
Marketing Science and the Ivory Tower
Hermann Simonsubject
Value (ethics)Econometric modelEconomics Econometrics and Finance (miscellaneous)Business Management and Accounting (miscellaneous)Ivory towerSociologyMarketingPluralistic cultureQuantitative marketing researchMarketing scienceConjoint analysisdescription
How much has quantitative “marketing science” contributed to the practice of marketing? In my view, not much. In this article, based on extensive consulting experience, it is argued that well-established quantitative techniques like econometric models and diffusion models have produced little of either practical or scientific value. Other quantitative techniques, such as conjoint analysis, have been more useful for marketing decision-makers. But what is needed is a more pluralistic culture, drawing on a range of complementary disciplines.
| year | journal | country | edition | language |
|---|---|---|---|---|
| 1994-03-01 | Business Strategy Review |