Bayesian networks: A tool for macro-level analysis

Abstract

The main objective of this paper is to give a brief introduction of the Bayesian Networks and to illustrate it using one of the major domains of macromarketing: ethics. Bayesian networks allow researchers to analyze a domain from a system perspective. It 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. We belive that the adaptation of this methodology by the macromarketing researchers is likely to be beneficial for the theory and practice of macromarketing.