Abstract
Marketing scientists do not have answers for many pragmatic marketing problems because they are usually more interested in asking questions than in selling product. However, the practioner can also benefit by asking "scholarly" questions. For example, be suspicious if your consultant offers to do "the definitive segmentation study", "provide predictions which are 99% accurate" or "measure attitudes as precisely as you measure profits."
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Curry, D.J. (2015). Remarks on Determinism, Deducing Macro Laws from Micro Facts and Other Issues in the Philosophy of Model Building in Marketing. In: Rogers III, J., Lamb, Jr., C. (eds) Proceedings of the 1983 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16937-8_52
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DOI: https://doi.org/10.1007/978-3-319-16937-8_52
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