Frequently, marketing academics and market researchers encounter extreme and deviant cases in their studies. These cases highly influence statistical analyses while researchers try to maximize representativity and external validity. Thus, many opt to exclude, to average out or to change the value of these cases in order not to disturb their results. This phenomenon is not limited to marketing data as the following example shows.
KeywordsDeviant Case Ozone Layer Marketing Research Continental Drift Outlying Case
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