Faculty of Management Sciences

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An Exploratory Study of the Use of Quantitative Techniques for Researching the Traditional Marketing Mix Variables
(Global Journal of Accounting, 2014) Ighomereho, Salome
This paper reviewed quantitative techniques that have been used in the field of marketing with specific reference to the traditional 4Ps of marketing (product, price, place and promotion). The paper reviewed five highly rated marketing journals(Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, Marketing Science and Journal of Retailing) identified as grade four journals that are recognized worldwide as examples of excellence within the field of marketing over a period of 10 years (2004-2013). It was found that thirty (30) quantitative techniques have been used in the field of Marketing with respect to product, price, place (distribution) and promotion. However, out of the 2950 articles published in the five journals in the period under review, only 1052 articles (35.7%) used quantitative techniques and very few of these were used in the area of the 4Ps of marketing. This indicates that majority of the articles published in marketing journals are non-quantitative. It is thus concluded that, quantitative techniques have not been adopted to a great extent in marketing decision making despite the advantages accruable to using quantitative techniques to make effective marketing decisions