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| Author: | Coates, D. Finlay, P. Wilson, J. |
| Title: | Validation in marketing models |
| Journal: | Journal of the Market Research Society
1991 : APR, VOL. 33:2, p. 83-90 |
| Index terms: | MARKETING MODELS METHODOLOGY MANAGERS STATISTICAL METHODS |
| Language: | eng |
| Abstract: | History of formal modelling is reviewed. Urban's term for validation is presented, measure validation, face validation, statistical validation, and intended use validation are distinguished, six different types of validation defined by Sykes in a recent paper are examined, their occurrence in various journals is presented. Three ways managers have to validate marketing models are discussed. A validation methodology consisting of five steps is suggested. The validation phase of computer models should not be downgraded, as "doing the right thing" is more troublesome than "doing the thing right". |
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