The diffusion of quantitative methods into marketing management
Journal of Marketing Practice: Applied Marketing Science
ISSN: 1355-2538
Article publication date: 1 December 1995
Abstract
Investigates the extent to which various quantitative techniques are employed in marketing across Europe. Marketing practitioners, marketing services providers and marketing educators were all surveyed in a pan‐European study aimed at uncovering the extent of diffusion into practice of quantitative methods. Finds that, despite the increased use of computers, and the wider availability of modelling software, the most popular quantitative techniques are still the most basic data summary and presentation methods. Marketing students receive only a limited exposure to advanced quantitative methods and practitioners typically find little use for the more sophisticated techniques.
Keywords
Citation
Hussey, M. and Hooley, G. (1995), "The diffusion of quantitative methods into marketing management", Journal of Marketing Practice: Applied Marketing Science, Vol. 1 No. 4, pp. 13-31. https://doi.org/10.1108/EUM0000000003890
Publisher
:MCB UP Ltd
Copyright © 1995, MCB UP Limited