Revisitando os Sete Mandamentos para Usuários de Métodos Multivariados

Jagdish N. Sheth

doi:10.5585/remark.v13i4.2769

Autores

Jagdish N. Sheth Goizueta Business School at Emory University, EUA

DOI:

https://doi.org/10.5585/remark.v13i4.2769

Resumo

Enquanto métodos multivariados são extremamente relevantes para os problemas de marketing, não é fácil implementá-los com sucesso em programas de pesquisa das organizações, devido a sua complexidade e variedade. Portanto, algumas orientações práticas são descritas abaixo, as quais deveriam ser seguidas por pesquisadores que estejam comprometidos com a ideia de integração de métodos multivariados em seus programas.

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Biografia do Autor

Jagdish N. Sheth, Goizueta Business School at Emory University, EUA

Professor of Marketing at the University of Illinois, on the faculty of Columbia University, and at the Massachusetts Institute of TechnologyJag has published more than 200 books and research papers in different areas of marketing. His book The Theory of Buyer Behavior (1969) with John A. Howard is a classic in the field. He has published two scholarly books: Marketing Theory: Evolution and Evaluation (1988) and Consumption Values and Market Choices (1991). His new textbook, Customer Behavior: Consumer Behavior and Beyond (with Banwari Mittal and Bruce Newman) will be published by the Dryden Press in 1998. Jag is an American Psychological Association Fellow and past President of APA's Consumer Psychology Division and Association for Consumer Research (ACR). He was the recipient of the Viktor Mataja Medal from the Austrian Research Society in Vienna (1977) and the 1989 Outstanding Marketing Educator Award from the Academy of Marketing Science. In 1991 Dr. Sheth was also recognized as the Marketing Educator of the year by Sales and Marketing Executives International (SMEI). In 1992 the American Marketing Association awarded Dr. Sheth the PD Converse Award for his life-long contribution to the discipline of Marketing Theory. In 1996, he was elected to be the Distinguished Fellow of the Academy of Marketing Science.