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Verlag C.H.Beck, München 2018
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Volume 40 (2018), Edition 2
Marketing ZFP- Journal:
- Marketing ZFP
- Publisher:
- 2018
Summary
Marketing ZFP is a platform for the academic dialog between marketing science and marketing practice. It offers critical depictions of the newest developments in the central areas of marketing science and marketing practice. Thereby, Marketing ZFP dedicates itself particularly to the transfer of methodological knowledge into practice.Articles published in Marketing ZFP are peer-reviewed and written in either German or English. English abstracts are available for all articles.The scientific quality of Marketing ZFP has been ranked highly: In the VHB-JOURQUAL Ranking of the German Association for Business Research, the journal is listed among the top five German journals in business research. In GeMark, the German Marketing-Journal Ranking, it is listed in category B.For more information for authors and subscribers, see www.marketing-zfp.de.
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Bibliographic data
- ISSN-Print
- 0344-1369
- ISSN-Online
- 0344-1369
- Publisher
- Vahlen, München
- Language
- German
- Product type
- Volume
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Verlag C.H.Beck, München 2018
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Conjoint analysis is often seen as one of the most important methodological developments of marketing research. Various textbooks give an introduction to conjoint analysis and alternative preference measurement methods. Applying variants of conjoint...
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In empirical marketing research that does not rely on fully randomized experiments, control variables are an important tool to rule out rival alternative explanations for the observed relationships. Despite their importance for causal inference,...
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This paper re-emphasizes the topic of model specification in the context of mediation analysis and highlights the ambiguous nature of results that are consistent with partial mediation, both with respect to the existence of a direct causal effect,...
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Experimentation is an important methodology in marketing research and is the subject of a significant amount of literature. These studies consider different ways of looking at the issue of experimentation and may be categorized as follows: (1)...
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