Contemporary marketing research is dominated by empirical studies and quantitative methods for data analysis. In quantitative studies, researchers frequently face the problem of a relatively small number of subjects deviating substantially from the remaining observations. The question arises of how to proceed: Are these deviating observations errors, which need to be corrected, or phenomena worthy of closer investigation? Clemens Pirker's dissertation extensively deals with this question. He documents how published marketing research in leading journals approaches the problem in very...