Maximising Marketing Research Effectiveness through Data Analysis

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 multidimensional 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.

Citation

Kiel, G. (1984), "Maximising Marketing Research Effectiveness through Data Analysis", Marketing Intelligence & Planning, Vol. 2 No. 2, pp. 40-50. https://doi.org/10.1108/eb045699