EDITORIAL. LOOKING BACK TO 1967
Tags: EDITORIALS; MARKETING research; MARKETING management; RESEARCH -- Methodology; MARKETING; QUALITATIVE research; QUANTITATIVE research; MATHEMATICAL models; DECISION theory
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This paper provides a critical review of the methods for estimating static discrete games and their relevance for quantitative marketing. We discuss the various modeling approaches, alternative assumptions, and relevant trade-offs involved in taking these empirical methods to data. We consider...
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- Quantitative vs qualitative: Which side of the fence? Rajendran, C. P. // Current Science (00113891);1/10/2008, Vol. 94 Issue 1, p20
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- Statistical Significance and Reporting Test Results. Rosekrans, Frank M. // Journal of Marketing Research (JMR);Nov69, Vol. 6 Issue 4, p451
Presenting the results of experiments as either statistically significant or not significant often ignores useful information for decision making. A more useful figure may be the probability of making the correct choice between two alternatives. Figures that indicate the magnitude of the...
