A Bayesian Network Analysis of Ethical Behavior

Using one of the major domains of macromarketing – ethics – this paper aims to introduce the Bayesian network (BN) method and demonstrate its added value for macro-level decision makers. Bayesian networks are particularly important for macromarketers because they allow researchers to analyze a domai...

Full description

Saved in:
Bibliographic Details
Published in:Journal of macromarketing 2016-03, Vol.36 (1), p.96-115
Main Authors: Ekici, Ahmet, Ekici, Sule Onsel
Format: Article
Language:English
Subjects:
Bayesian analysis
Ethics
Marketing
Research methodology
Studies
Citations: Items that this one cites
Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:Using one of the major domains of macromarketing – ethics – this paper aims to introduce the Bayesian network (BN) method and demonstrate its added value for macro-level decision makers. Bayesian networks are particularly important for macromarketers because they allow researchers to analyze a domain from a system perspective. The BN approach is considered one of the most powerful tools for observing system changes. The method can also deal with multiple variables at once, which can lead to efficient scenario analyses, critical for understanding how a system functions. As such, BNs offer a powerful tool for macromarketers who deal with systems, interactions, and higher levels of aggregation. We believe that the adoption of this methodology by macromarketing researchers is likely to contribute to the discipline by advancing the understanding of how certain systemic/network relationships and various domains of macromarketing work.
ISSN:0276-1467
1552-6534
DOI:10.1177/0276146715607620