Als Deduktion (Gegenteil: induction) wird der Schluss vom allgemeinen auf den besonderen Fall bezeichnet. Die deduktive Methode hat in der Marketing-Forschung eine große Bedeutung. Ausgangspunkt der Deduktion ist eine Hypothese, deren Gültigkeit durch die bisherige Erfahrung gut bestätigt ist (sogenannte Gesetzesaussage).
In order to explain scientifically, for example, one needs not only a statement of the law but also the so-called boundary conditions, which describe the details of the phenomenon to be explained. Statements on the law and boundary conditions are summarized under the term "explanans". The phenomenon to be explained is called "Explanandurn". "Explanans" and "Explanandum" together result in the deductive explanatory model. This model is called deductive because the explanation of the phenomenon in question (“explanandum”) is derived (deduced) from the “explanans”.
If a scientific explanation is possible, an “explanans” can be used to predict the occurrence of an event. Forecasts are conditional predictions (then-if statements) and thus an important basis for decisions. Optimal marketing decisions cannot be made without an understanding of the consequences of alternative behavior in the marketplace.
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