Abstract:

In producing this paper the author has tried to show that: 1. A large scale market research survey can be used as a data-bank model of the market of households or customers in which one is interested; 2. Such a model is capable of interrogation in order to answer subsequent questions about one's market; 3. Such further analysis is easily undertaken and does not require computer programming capability by the staff of the organisation requiring such data; 4. Computer access to survey data has been simplified and taken out of the specialised hands of the computer analyst.