Abstract
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.
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© 2009 Gabler | GWV Fachverlage GmbH
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Pirker, C. (2009). Practices in Marketing Research related to Extreme Cases. In: Statistical Noise or Valuable Information. Gabler. https://doi.org/10.1007/978-3-8349-8376-3_3
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DOI: https://doi.org/10.1007/978-3-8349-8376-3_3
Publisher Name: Gabler
Print ISBN: 978-3-8349-1762-1
Online ISBN: 978-3-8349-8376-3
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