Maximising Marketing Research Effectiveness through Data Analysis

Kiel G. (1984) Maximising Marketing Research Effectiveness through Data Analysis. Marketing Intelligence & Planning, 2 2: 40-50. doi:10.1108/eb045699


Author Kiel G.
Title Maximising Marketing Research Effectiveness through Data Analysis
Journal name Marketing Intelligence & Planning   Check publisher's open access policy
ISSN 0263-4503
Publication date 1984-02-01
Sub-type Critical review of research, literature review, critical commentary
DOI 10.1108/eb045699
Volume 2
Issue 2
Start page 40
End page 50
Total pages 11
Subject 1406 Marketing
Abstract This article aims firstly to show how the introduction of new computer hardware can bring considerably more power and control to data processing for marketing researchers. Secondly, it discusses the use of basic statistical techniques as an aid to effective marketing decision making. Thirdly, it comments on the effective use of multi-dimensional and mutivariate techniques. It concludes that, given that the major expense in marketing research is often data collection, it is essential that data analysis be effectively used to unveil the true marketing implications of the findings.
Q-Index Code C1
Q-Index Status Provisional Code
Institutional Status Unknown

Document type: Journal Article
Sub-type: Critical review of research, literature review, critical commentary
Collection: Scopus Import - Archived
 
Versions
Version Filter Type
Citation counts: Scopus Citation Count Cited 0 times in Scopus Article
Google Scholar Search Google Scholar
Created: Tue, 04 Oct 2016, 12:20:04 EST by System User