Improving the External Validity of Marketing Models: A Plea For More Qualitative Input

Gilles Laurent
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Gilles Laurent: HEC Paris - Recherche - Hors Laboratoire - HEC Paris - Ecole des Hautes Etudes Commerciales

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Abstract: A number of marketing models lack validity, in the sense that they do not adequately describe the variables and relationships in the real system being modeled. This is illustrated by recent examples of causal, econometric and analytic models. I discuss possible solutions, on the basis of selected references.

Keywords: Models; Validity (search for similar items in EconPapers)
Date: 2000-09
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Citations: View citations in EconPapers (8)

Published in International Journal of Research in Marketing, 2000, 17 (2), pp.177-182. ⟨10.1016/S0167-8116(00)00020-3⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-00819502

DOI: 10.1016/S0167-8116(00)00020-3

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