Marketing research in complexity

Date of publication: September 22, 2002


Complexity, in the past decade, found itself a seemingly large research area in bio-sciences (genetics, artificial life), physics, engineering, mathematics, computer sciences, economics and even in social sciences and politics. The mathematical tools that are employed range from non-linear differential equations to fuzzy logic, information theory, neural networks. The functioning of marketing research, however, is somewhat similar to a meteorology department - responsible for constantly supplying weather reports for the aviators of both economics and social sciences.Mathematics and methods designed to deal with complexity general can be adapted and used in marketing research. The paper takes this initiative.

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