Practices in Marketing Research related to Extreme Cases
Marketing research strongly relies on empirical data analysis and survey research to test and gain scientific knowledge. As shown in the previous chapter, marketing literature has paid little attention to extreme and exceptional cases, whereas other disciplines exhibit a more detailed discourse. This section aims to shed light on (1) paradigmatic foundations and their consequences for the handling of exceptional cases, (2) the handling of these cases in premier marketing publications and (3) the positioning of the outlier issue related to similar phenomena from the sociology and psychology of science.
KeywordsMarket Research Social Science Citation Index Sense Experience Marketing Literature Confirmation Bias
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