New paper on machine learning and AI

14.01.2021 -  

We’re happy to announce the publication of our newest paper titled “Data, measurement, and causal inferences in machine learning: opportunities and challenges for marketing.” Authored by Joe F. Hair (University of South Alabama) and Marko Sarstedt (OVGU), we discuss recent challenges in data management and measurement in the era of digital data and the role of machine learning in causal inference. Drawing on literature from various hard sciences, we argue that marketing researchers should not prematurely abandon cognitive and methodological procedures that have been refined during centuries of philosophical and scientific thought.

The paper has been published in Journal of Marketing Theory and Practice and can be accessed here: https://www.tandfonline.com/doi/full/10.1080/10696679.2020.1860683

 

Letzte Änderung: 14.01.2021 - Ansprechpartner: Webmaster