Abstract:

This paper will serve to re-emphasise several of the points made by the previous speaker, as well as revisiting other aspects of data interpretation in the pharmaceutical industry. It examines several of the more important areas where data evaluation, data filtering and data fusion are essential to turn the mountains of data available in our industry into useful, comprehensible and meaningful information. It is suggested that the power of modern, desktop computers should be harnessed, together with sensibly constructed data- analysis factors, to make instant market analyses available to all levels of marketing personnel in as much detail as required (or as much as the data's reliability will allow).