Abstract:
Thus a firm 'producing' marketing studies from survey data tries to control all of the different phases: conceptualization, fieldwork, data processing and interpretation of the final results. Our goal here is to study the question of the data processing phase in relation to different solutions to the problem. Before presenting a historical review we would like to outline the basic steps in processing survey data by defining their main characteristics. Naturally, we cannot undertake a full study of electronic equipment currently being used by marketing firms. Rather we shall talk from our own experiences to illustrate the evolution which has taken place in equipment and in the opening of new perspectives to users.
Research Papers
Micro-computer software for marketing and marketing research
Catalogue: ESOMAR Congress 1985: Broadening The Uses Of Research
Author: Danny A. Nijburg
 
June 15, 1985
Research Papers
Early warning systems and firm survival
Catalogue: ESOMAR Conference 2005: Innovate!
Authors: Phillip A. Cartwright, Philippe Silberzahn, Bernard Buisson
 
February 27, 2005
Research Papers
Cross-tabs on-tap
Catalogue: Seminar 1988: The Impact Of New User-Oriented Computer Facilities On Market Research
Author: Mark Katz
 
June 15, 1988
