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      A bayesian network analysis of ethical behavior

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      Author(s)
      Ekici, A.
      Ekici, S. O.
      Date
      2016
      Source Title
      Journal of Macromarketing
      Print ISSN
      0276-1467
      Publisher
      SAGE Publications Inc.
      Volume
      36
      Issue
      1
      Pages
      96 - 115
      Language
      English
      Type
      Article
      Item Usage Stats
      188
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      227
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      Abstract
      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.
      Keywords
      Bayesian network
      Economic development
      Ethics
      Macromarketing method
      Systems
      Permalink
      http://hdl.handle.net/11693/37108
      Published Version (Please cite this version)
      https://doi.org/10.1177/0276146715607620
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