How quantitative marketing and management methodology is changing


  • Charles Hofacker


marketing, management


In this editorial I review five key trends in quantitative methodology in Marketing and Management. The trends are (1) preregistration of behavioral experiments, (2) increasing focus on sources of endogeneity in strategy research, (3) a more evidentiary approach to the strength of evidence present in a study, (4) increasing use of Bayesian statistical inference, and (5) the introduction of computer science techniques into marketing.


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