Models in market research

Author: Johannes Ax


Discussions at last year's ESOMAR congress at Scheveningen have shown a growing need for scientific methods in Market Research (science in the sense of exact natural sciences), they have shown, however, at the same time a regrettable lack of understanding, for the necessity for as well as the properties of these methods. So let me say to-day something about one of the principal approaches of these methods, about models.

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