The Taguchi approach to large-scale experimental designs: A powerful and efficient tool for advancing marketing theory and practice

IF 9.5 1区 管理学 Q1 BUSINESS Journal of the Academy of Marketing Science Pub Date : 2024-11-05 DOI:10.1007/s11747-024-01059-0
Jordan W. Moffett, Patrick Fennell, Colleen M. Harmeling, Daniel Sheehan, Alexander Bleier
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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.

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大规模实验设计的田口方法:推进营销理论与实践的强大而高效的工具
尽管人们呼吁未来的研究应从大局出发,提供现实世界的适用性和因果证据,但目前的研究往往依赖于仅针对少数几个独立变量或相关设计的狭隘的实验方法。这种差异很可能反映了进行广泛的因果检验需要大量资源所带来的限制。为了弥补这一差距,本文介绍了用于大规模实验设计的田口方法,尽管该方法在其他领域已得到广泛应用,但在市场营销研究中仍明显未得到充分利用。田口方法的有效性源于其强大的实验设计指标目录,可以系统、高效地纳入许多不同的自变量。这种因果和高效的实验方案适用于广泛的调查范围,包含了自变量的嵌入性,因此有助于构建市场营销理论并推动实践。本文详细介绍了田口方法的基本原理、相对优势以及三步实施流程。
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来源期刊
CiteScore
30.00
自引率
7.10%
发文量
82
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.
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