A bayesian network analysis of ethical behavior

Date
2016
Authors
Ekici, A.
Ekici, S. O.
Advisor
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Co-Advisor
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Source Title
Journal of Macromarketing
Print ISSN
0276-1467
Electronic ISSN
Publisher
SAGE Publications Inc.
Volume
36
Issue
1
Pages
96 - 115
Language
English
Type
Article
Journal Title
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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.

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Book Title
Keywords
Bayesian network, Economic development, Ethics, Macromarketing method, Systems
Citation
Published Version (Please cite this version)