Causal modelling in marketing

Date of publication: June 15, 1984

Author: Yves Evrard

Abstract:

The purpose of this communication is to expose the basic principles of causal modelling, and to examine its conditions of application to marketing research. It will be showed that these models are part of a "second generation" of multivariate analysis. The switch from an exploratory approach to a confirmatory one contributes to fill the gap, and reinforce the links, between data analysis and model building.

  • PDF
  • This could also be of interest