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V. (Paddy) Padmanabhan
Professor of Marketing
Keywords
Analytic Modeling; Distribution Channels; Philosophy of Science ;
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.