The facet design approach to the construction of multivariate marketing models

Research output: Contribution to journalArticlepeer-review

Abstract

Facet methatheory is introduced for the development of marketing theories. This concept has the merit of leading systematically to the formulation of hypotheses, thedefinition of a universe of content, the design and definition of multivariate marketing studies, and the analysis of data. Here, the facet approach is applied to a marketing problem.

Original languageEnglish
Pages (from-to)146-157
Number of pages12
JournalEuropean Journal of Marketing
Volume8
Issue number2
DOIs
StatePublished - 1 Feb 1974

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