Marketing Science, Vol. 30, No. 6 (November-December 2011), pp. 950-964 (15 pages) What can be learned about marketing phenomena from descriptive, structural, and experimental empirical models? Is ...

The goal of descriptive research is to understand a specific set of variables in a group of individuals, but stops short of understanding the relationship between the variables, what caused them or ...

Conclusive research is a structured data collection technique that provides detailed, factual information that's useful in decision-making. Descriptive marketing research is a form of conclusive ...

Several researchers have advocated historical or longitudinal approaches to study marketing phenomena. Although some have applied this approach, more often it has been overlooked or denigrated. The ...