Innovation by data analysis (French)

Date of publication: June 15, 1976

Abstract:

In the constant search for new methodologies, the marketing researcher feels the need for a kind of guide which: - provides him with a better understanding of the large conventional families of analysis on the one hand, and; - enables him to spot real innovations on the other hand, while at the same time being able to judge their usefulness for particular problems. This paper attempts to fulfil this need in three stages.

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