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.


Deviant Case Ozone Layer Marketing Research Continental Drift Outlying Case 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Gabler | GWV Fachverlage GmbH 2009

Authors and Affiliations

  • Clemens Pirker

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