Jordan W. Moffett, Patrick Fennell, Colleen M. Harmeling, Daniel Sheehan, Alexander Bleier
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引用次数: 0
Abstract
Current research often relies on narrowly focused experimental methods that address just a few independent variables or correlational designs, despite calls for future research to take big-picture perspectives that offer real-world applicability and causal evidence. This disparity likely reflects the constraints imposed by the need for extensive resources to conduct broad, causal examinations. To bridge this gap, the current article presents the Taguchi approach to large-scale experimental design, which remains notably underutilized in marketing research despite being well-established in other fields. Its effectiveness stems from the robust catalog of experimental design rubrics that can incorporate many different independent variables systematically and efficiently. The causal and efficient experimental option for broad scopes of investigation embraces the embeddedness of independent variables and thus can help build marketing theory and advance practice. This article details the fundamentals of the Taguchi approach, its relative advantages, and a three-step implementation process.
期刊介绍:
JAMS, also known as The Journal of the Academy of Marketing Science, plays a crucial role in bridging the gap between scholarly research and practical application in the realm of marketing. Its primary objective is to study and enhance marketing practices by publishing research-driven articles.
When manuscripts are submitted to JAMS for publication, they are evaluated based on their potential to contribute to the advancement of marketing science and practice.