Abstract
Advances in quantitative research methods provide marketing researchers with more tools to test their hypotheses. In many disciples, adoption of new data analytical techniques in published research is slow, with incremental change over two or more decades (Aguinis, Pierce, Bosco, & Muslin, 2009). While researchers choose the means most appropriate to their research questions, over-reliance on long-established tools may impede theory development within the marketing area. Prerequisites for researchers to adopt innovative techniques include adequate education, mentorship by leading scholars, and acceptance in premier research journals (Podsakoff & Dalton, 1987).
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© 2015 Academy of Marketing Science
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Gonzalez-Padron, T., Runyan, R.C., Hyun, J., Line, N., Kim, YH., Finnegan, C. (2015). “Tried and True” or “Cutting Edge”: Use of Data Analytical Techniques in Marketing Research. In: Dato-on, M. (eds) The Sustainable Global Marketplace. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10873-5_3
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DOI: https://doi.org/10.1007/978-3-319-10873-5_3
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