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.
This could also be of interest:
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
Marketing modelling and segmentation
Catalogue: ESOMAR Handbook Of Market And Opinion Research
Author: Paul Freeman
 
September 1, 1998
Research Papers
Modelling
Catalogue: Seminar 1984: Market Research And M.M.I.S.
Author: Danny A. Nijburg
 
January 25, 1984
