Notes that model‐building techniques can create problems as well as solving them, and recent research has evolved a classification of variables affecting consumer behaviour, which suggests that current practices in strategic market analysis puts insufficient emphasis on variables – which are capable of being controlled. Maintains this study is intended as an ‘early warning’ from the frontline of the application side to those in the back room developing new techniques, and points out fundamental difficulties which arise when the results of a number of strategic studies are considered together. Sums up that a major problem for the future will be to develop techniques for data collection and analysis.
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