CENTER FOR BUSINESS & INDUSTRIAL MARKETING INTERNATIONAL CONFERENCE

Madrid : 2018.

Lagutaeva D., Grigoriev A., Tretyak O.

Academic editor: Johnston W. J., J. . Robledo, M. L. Peña, T. Brashear-Alejandro

Editor-in-chief: M. Peña, J. . Robledo

The contemporary marketing practices methodology (CMP) attracts attention of a substantial number of researchers in the field of strategic marketing. In the past two decades there were more than fifty papers published in peer-reviewed outlets addressing the analytics of usage of contemporary marketing practices in a variety of countries and industries. In this note we discuss reliability of these studies with respect to the usage of specific analytic tools. First, we demonstrate that standard clustering analysis is relatively sensitive to small changes in the datasets with companies being assigned to different clusters at frequent rates. Second, the project national teams make use of different, often incompatible settings. Therefore, to make possible comparisons between the countries and across industries, the researchers must agree on a generic setup and procedures. We conclude the note sketching the basics of these common grounds. 

Keywords: машинное обучение, кластерный анализ, machine learning, анализ устойчивости, маркетинговые практики, оценка устойчивости, Cluster analysis, marketing practices, robustness analysis, evaluating robustness