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.
Research Papers
Causal modelling in marketing (French)
Catalogue: ESOMAR Congress 1984: What We Have Learned From The Recession
Author: Yves Evrard
 
June 15, 1984
Research Papers
A second generation of multivariate analysis contribution and applications for marketing research
Catalogue: ESOMAR Congress 1987
Author: Pierre Valette-Florence
 
September 1, 1987
