Revisitando os Sete Mandamentos para Usuários de Métodos Multivariados

Jagdish N. Sheth

doi:10.5585/remark.v13i4.2769

Authors

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

DOI:

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

Abstract

While multivariate methods are extremely relevant to marketing problems, it is not easy to successfully implement them in the research program of the organization due to their complexity and variety. Therefore, a number of practical guidelines are described below which should be followed by researchers if they are committed to the idea of integrating multivariate methods in their research programs.

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Author Biography

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.