Publications

Journal Article

To cover a story, journalists are taught to ask six questions: Who? What? When? Where? How? Why? To analyze a topic, academic marketing researchers focus on the How and Why questions with the goals of explicating the key forces behind marketing phenomena, specifying the mechanisms by which they interact, and measuring the relative sizes of various effects. The answers to the Who, What, Where, and How questions are generally used to parameterize the model by describing consumer or buyer behavior and segmentation, and industry and competitive characteristics.

Explication, specification, and measurement can be accomplished from the perspectives of a variety of disciplines (e.g., social psychology, sociology, and economics) and methodological approaches (e.g. analytical modeling, econometrics, experiments). The focus is on analytical modeling.