9780243202447 - computer applications in marketing research: a proposal (classic reprint) von montgomery, david bruce (4 Ergebnisse)
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Paperback. Zustand: New. Print on Demand. This book explores the necessity for a directory of computer programs designed for use in marketing research and devises a proposal to fulfill that need. The author begins by discussing the growing significance of empirical research in marketing, particularly in light of the availability… of technologically advanced computers. They then continue by categorizing marketing research computer needs into three groups: data reduction systems, statistical systems, and special purpose languages. Within each category, the author delves into specific examples and discusses the potential for future developments. The book also highlights the need for a forum to facilitate the exchange of data reduction programs, statistical packages, and special purpose languages. The author proposes the establishment of a dedicated section in the Journal of Marketing Research (JMR) to serve as a platform for sharing abstracts of available computer programs. This section would also feature short articles on innovative features and functions of special purpose languages. The author believes this forum would drive efficiency in empirical research, foster a broader understanding of available tools within the profession, and accelerate the dissemination of new techniques and models. The establishment of such a platform would also incentivize researchers to document their systems thoroughly and make them accessible to other interested researchers. Ultimately, this book aims to contribute to the advancement of empirical research and model building in marketing through a comprehensive exchange of information on relevant computer applications. This book is a reproduction of an important historical work, digitally reconstructed using state-of-the-art technology to preserve the original format. In rare cases, an imperfection in the original, such as a blemish or missing page, may be replicated in the book. print-on-demand item.
