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Ciencia Ergo Sum
ISSN: 1405-0269
[email protected]
Universidad Autónoma del Estado de México
México
Mesly, Olivier
Oops! Many Marketing Models are Wrong
Ciencia Ergo Sum, vol. 19, núm. 3, noviembre-febrero, 2012, pp. 225-238
Universidad Autónoma del Estado de México
Toluca, México
Available in: http://www.redalyc.org/articulo.oa?id=10423895004
Abstract
This paper deals with a touchy subject, that is, the fact that many marketing models found in scientific journals contain modeling
errors. This phenomenon has been noted for over thirty years now but little has been done to correct the situation. In order to avoid
pinpointing particular authors, this paper will discuss an example found in a newspaper. Proper ways of modeling are thoroughly
explained and examples of adequate approaches from marketing authors are provided. The aim of this paper is not to be
derogatory towards current marketing literature but rather to make an effort to rectify the way research is done and explained.
Keywords
Research methodology; data percolation; perceived predation, multidisciplinary.etodología de investigación, filtración de datos,
depredación percibida, multidisciplinariedad.
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