The Role of Extreme Cases in Marketing Research
E-Book, Englisch, 197 Seiten, eBook
ISBN: 978-3-8349-8376-3
Verlag: Betriebswirtschaftlicher Verlag Gabler
Format: PDF
Kopierschutz: Wasserzeichen (»Systemvoraussetzungen)
Dr. Clemens Pirker wrote this dissertation under Prof. Hans Mühlbacher's supervision at the Department of Strategic Management, Marketing and Tourism at the University of Innsbruck.
Zielgruppe
Research
Autoren/Hrsg.
Weitere Infos & Material
1;Foreword;6
2;Preface;7
3;Table of Contents;9
4;Index of Tables;11
5;Index of Figures;13
6;Index of Exhibits;14
7;A. Introduction;15
7.1;1. Problem statement and research questions;17
7.2;2. Research approach;19
7.3;3. Dissertation structure;19
8;B. Literature Review;21
8.1;1. Extreme and exceptional phenomena;21
8.1.1;1.1. Engineering, natural science and medicine;21
8.1.2;1.2. Sociology and social psychology;24
8.1.3;1.3. Marketing research;28
8.1.4;1.4. Communalities;31
8.2;2. Exceptional cases – data driven perspective;32
8.2.1;2.1. The “outlier problem”;32
8.2.2;2.2. Sources for outliers;37
8.2.3;2.3. Outlier identification and management in statistics literature;46
8.2.4;2.4. Outliers in data-mining literature;55
8.2.5;2.5. Outliers in economics literature;58
8.2.6;2.6. Outliers in social science literature;59
8.2.7;2.7. Outliers in business-related literature;63
8.3;3. Summary and implications;64
9;C. Practices in Marketing Research related to Extreme Cases;66
9.1;1. Paradigmatic foundations;66
9.1.1;1.1. Idealism, (logical) empiricism and positivism;67
9.1.2;1.2. (Critical) Rationalism, relativism and realism;77
9.1.3;1.3. Handling outliers in the light of different paradigms;92
9.2;2. Extreme cases in marketing – a publication audit;95
9.2.1;2.1. Audit scope and methodology;96
9.2.2;2.2. Audit results;98
9.2.3;2.3. Discussion;101
9.3;3. The “outlier problem” – standalone issue or part of a bigger phenomenon?;103
9.3.1;3.1. Criticism of current research practices;103
9.3.2;3.2. Possible countermeasures;108
10;D. Empirical Study;113
10.1;1. Literature review and theoretical background;114
10.2;2. Method;123
10.2.1;2.1. Sample description and data collection;124
10.2.2;2.2. Analysis;127
10.3;3. Results;134
10.3.1;3.1. Impact of censoring on the results of a study;135
10.3.2;3.2. Gaining insights by studying outliers;148
11;E. Discussion and Conclusion;160
11.1;1. Summary;160
11.2;2. Limitations;162
11.3;3. Contribution to the literature;164
11.4;4. Implications;166
11.5;5. Areas for further research;168
12;APPENDIX;171
13;F. Literature;177
Literature Review.- Practices in Marketing Research related to Extreme Cases.- Empirical Study.- Discussion and Conclusion.