Pesquisa experimental em Marketing Outros Idiomas

ID:
31084
Resumo:
Considerando o crescimento do número de estudos científicos publicados na área de marketing e o consequente desenvolvimento de teorias próprias (Hunt, 2010), o uso de experimentos parece ser cada vez mais pertinente para elucidar o funcionamento dos fenômenos mercadológicos. Este artigo pretende discutir os principais elementos para a realização de um estudo experimental, além de estimular os pesquisadores a adotarem este método de pesquisa. Vários periódicos internacionais (p. ex. JCR, JCP, JMR, JR, JBR) têm publicado artigos com base em estudos experimentais que evidenciam não somente a relação entre dois eventos, mas também como tais eventos ocorrem, utilizando análises de mediação e moderação. Este artigo pretende servir como um guia na condução de experimentos para pesquisadores iniciantes e oferecer novas perspectivas da pesquisa experimental para pesquisadores mais experientes.
Citação ABNT:
HERNANDEZ, J. M. C.; BASSO, K.; BRANDÃO, M. M. Pesquisa experimental em Marketing. Revista Brasileira de Marketing, v. 13, n. 2, p. 96-115, 2014.
Citação APA:
Hernandez, J. M. C., Basso, K., & Brandão, M. M. (2014). Pesquisa experimental em Marketing. Revista Brasileira de Marketing, 13(2), 96-115.
DOI:
10.5585/remark.v13i2.2692
Link Permanente:
http://www.spell.org.br/documentos/ver/31084/pesquisa-experimental-em-marketing/i/pt-br
Tipo de documento:
Artigo
Idioma:
Português
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