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Erschienen in:
2015 | OriginalPaper | Buchkapitel
Use of Quantitative Techniques by Marketing Practitioners
verfasst von : William A. Hailey, Edward J. Ryan Jr., Jackson P. Cooke
Erschienen in: Proceedings of the 1982 Academy of Marketing Science (AMS) Annual Conference
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Marketing practitioners were surveyed to determine how frequently they used twenty-six quantitative techniques in making marketing decisions. The results revealed that the most frequently used techniques were statistical and/or financial, a finding consistent with previous research. In contrast to previous work, the current study found several highly sophisticated techniques to also be ranked high in usage. This finding should be encouraging to those who advocate greater use of the more complex techniques.