Increasing the Utility of Routine Market Research Reports: A Diagnostic Procedure

Abstract

Considers various approaches to the study of comparative marketing, suggesting a methodology that provides an adequate framework on which to base comparative domestic marketing studies. States, in part one, that there is a simple routine enabling marketing management to quickly select the segment where the changes are significant; and the second part shows that, by applying structures to date, much more can be gleaned from it than by conventional methods. Uses Nielsen data to illustrate its applications. Summarises that, introducing the formal, quantitative method of examining, the market has provided the basis for both building and implementing a mathematical model of the market, making estimation of the effects easier.

Citation

Montagnon, C.E. (1975), "Increasing the Utility of Routine Market Research Reports: A Diagnostic Procedure", European Journal of Marketing, Vol. 9 No. 2, pp. 157-166. https://doi.org/10.1108/EUM0000000005064