@article{2018:klarmann:control_va,
title = {Control Variables in Marketing Research},
year = {2018},
note = {In empirical marketing research that does not rely on fully randomized
experiments, control variables are an important tool to rule out rival
alternative explanations for the observed relationships. Despite their
importance for causal inference, control variables often receive
little attention from either applied researchers or methodologists. At
the same time, overviews of control variable practices in neighboring
disciplines demonstrate that researchers struggle with selecting,
analyzing, and interpreting control variable results. In response,
this article combines a synthesis of the theoretical knowledge on
control variables with a review of control variable practices. Against
this background, we develop and discuss sixteen recommendations for
control variable use in marketing research.},
journal = {Marketing ZFP},
pages = {26--40},
author = {Klarmann, Martin and Feurer, Sven},
volume = {40},
number = {2}
}