연세대학교 경영연구소

Donghoon Kim.  Introduction to the special issue on advancing research methods in marketing: Editorial  JOURNAL OF BUSINESS RESEARCH  66  : 1243~1244

발표년도: 2013  |  분야: 마케팅/국제경영

This article briefly summarizes the papers included in this special issue. These papers were selected, through a double blind review process, from the papers presented in the Advancing Research Methods in Marketing track of the 2010 Global Marketing Conference held in Tokyo, Japan. The 19 articles in this issue encompass a broad spectrum of issues regarding research methods in the field of marketing, such as visual methods, measurement scale development, and Bayesian modeling. In particular, the papers in this issue adopt diverse and innovative methodologies that allow researchers to derive more valid research findings as well as to improve the interpretation of the results. Quite a number of papers suggest hybrid methods for better prediction. Finally, several articles on on-line marketing have been included through which both researchers and practitioners can gain a good grasp of methodological issues relevant for conducting future research and formulating practical solutions. (C) 2012 Elsevier Inc. All rights reserved.

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  이전글 Lee, Ho Uk.  The Impact of TMT International Exposure on Strategic Flexibility and the Moderating Role of TMT Compensation: A Study of U.S. Firms  국제경영연구

  다음글 Park, Se Bum, 박도형.  The Effect of Low- versus High-Variance in Product Reviews on Product Evaluation  PSYCHOLOGY & MARKETING