From data collection to data analysis

Date of publication: November 1, 1977


One of the most important trends in the area of marketing research during the seventies is the considerable increase of the use of multivariate methods of data analysis. After being used as a complement to the usual techniques of classification, multivariate analysis is becoming more integrated into the research process. This integration reinforces the interactions between data collection and data analysis which it is the purpose of this communication to analyze.

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