Klarmann, Martin; Feurer, Sven (2018). Control Variables in Marketing Research Marketing ZFP, 40(2), pp. 26-40. 10.15358/0344-1369-2018-2-26
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In empirical marketing research that does not rely on fully randomized experiments, control variables are an important tool to rule out rival alternative explanations for the observed relationships. Despite their importance for causal inference, control variables often receive little attention from either applied researchers or methodologists. At the same time, over-views of control variable practices in neigh-boring disciplines demonstrate that researchers struggle with selecting, analyzing, and interpreting control variable results. In response, this article combines a synthesis of the theoretical knowledge on control variables with a review of control variable practices. Against this background, we develop and discuss sixteen recommendations for control variable use in marketing research.
Item Type: |
Journal Article (Original Article) |
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Division/Institute: |
Business School > Business Foundations and Methods > Marketing Business School > Institute for Marketing & Global Management > Marketing |
Name: |
Klarmann, Martin and Feurer, Sven |
Subjects: |
H Social Sciences > HA Statistics |
ISSN: |
0344-1369 |
Language: |
English |
Submitter: |
Sven Feurer |
Date Deposited: |
27 Jan 2021 15:11 |
Last Modified: |
14 Oct 2021 02:18 |
Publisher DOI: |
10.15358/0344-1369-2018-2-26 |
ARBOR DOI: |
10.24451/arbor.14186 |
URI: |
https://arbor.bfh.ch/id/eprint/14186 |
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