Validation and sufficiency
Robert East
(Kingston Business School, London, UK and Ehrenberg-Bass Institute, UNISA, Adelaide, Australia)
Mark D. Uncles
(Australian School of Business, University of New South Wales, Sydney, Australia)
Jenni Romaniuk
(Ehrenberg-Bass Institute, University of South Australia, Sydney, Australia)
Wendy Lomax
(Kingston Business School, Kingston, UK)
339
Abstract
Purpose
This paper aims to respond to the commentaries by Nejad, and Rand and Rust on the paper “Improving Agent-Based Models of Diffusion”.
Design/methodology/approach
Evidence on the nature of word of mouth was reviewed and related to the views expressed by the authors of the commentaries.
Findings
The authors of this paper remain concerned about the assumptions used in agent-based models of diffusion.
Originality/value
The study refers to previously published work.
Keywords
Citation
East, R., Uncles, M.D., Romaniuk, J. and Lomax, W. (2016), "Validation and sufficiency", European Journal of Marketing, Vol. 50 No. 3/4, pp. 661-666. https://doi.org/10.1108/EJM-02-2016-0113
Publisher
:Emerald Group Publishing Limited
Copyright © 2016, Emerald Group Publishing Limited