A Bayesian Network Analysis of Ethical Behavior

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Ekici A., Ekici Ş.

JOURNAL OF MACROMARKETING, cilt.36, sa.1, ss.96-115, 2016 (SSCI, Scopus) identifier identifier

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 36 Sayı: 1
  • Basım Tarihi: 2016
  • Doi Numarası: 10.1177/0276146715607620
  • Dergi Adı: JOURNAL OF MACROMARKETING
  • Derginin Tarandığı İndeksler: Social Sciences Citation Index (SSCI), Scopus
  • Sayfa Sayıları: ss.96-115
  • Anahtar Kelimeler: bayesian network, ethics, macromarketing method, systems, economic development, MARKETING ETHICS, DECISION-SUPPORT, ORGANIZATIONAL CONSEQUENCES, COMPETITIVENESS, METHODOLOGY, MANAGEMENT, OPERATIONS, BRIBERY, MODEL
  • Açık Arşiv Koleksiyonu: AVESİS Açık Erişim Koleksiyonu
  • İstanbul Üniversitesi-Cerrahpaşa Adresli: Hayır

Özet

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.