search query: @indexterm MODEL TESTING / total: 65
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| Author: | Callingham, M. Bakert, T. |
| Title: | We know what they think, but do we know what they do? |
| Journal: | International Journal of Market Research
2002 : VOL. 44:3, p. 299-336 |
| Index terms: | MARKET RESEARCH MODELS MODEL TESTING EVALUATION |
| Language: | eng |
| Abstract: | This article examines the way the authors go about building conceptual models to analyse quantitative market research data. It positions the discussion within the context of the scientific paradigm and develops some thoughts about whether the correct form of this paradigm is being used. The study considers the relative values of using four different methods of classifying people: demographics, life-stage, geo-demographics and a multivariate value system. It then questions whether these methods are surrogates for deeper values (in particular whether they help in investigating needs that are psychologically driven as distinct from those needs that may be driven by circumstances), or whether they simply duplicate each other. |
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