In this paper, the author emphasizes that sequences of discrete events and states researched in sociology and psychology are largely neglected in marketing research. Nonetheless, sequences are typical attributes of market behavior. Against this background, the author addresses the questions of which sequences could be of particular interest to marketing science and practice and how they could be researched empirically.
CITATION STYLE
Silberer, G. (2012). Analyzing sequences in marketing research. In Quantitative Marketing and Marketing Management: Marketing Models and Methods in Theory and Practice (Vol. 9783834937223, pp. 209–224). Gabler Verlag. https://doi.org/10.1007/978-3-8349-3722-3_10
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