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Fuzz is the Buzz
Duncan Stuart, Market Research Society, Annual Conference, 2005

The research methodologies engineered around the structured, homogenous post-war societies of the 1950s have been losing their relevance and predictive power over the past 40 years as society becomes ...

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Cases as configurations: using combinatorial and fuzzy logic to analyse marketing data
Raymond A. Kent, International Journal of Market Research, Vol. 47, No. 2, 2005, pp.205-228

Traditional variable-centred analyses of marketing data are not well suited to the discovery of logical relationships between combinations of factors. This paper suggests that we may need to rethink w ...

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The retail world from a kid's perspective
Tom Wong and Ron Coughlin, Young Consumers, Vol. 4, No. 1, 2002, pp.3-8

Childhood is something every adult experiences by definition, and yet by slow and imperceptible degrees it becomes an enigma to us. Ron Coughlin and Tom Wong realise that the best way to market to any ...

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Marketing research in complexity
Erkani Keyman and Akin Alyanak, Esomar, Consumer Insight Congress, Barcelona, Sept 2002

Discusses `fuzzy logic' (fuzzy set theory) and its applicability and appropriateness for market research, since the context for research is human, imprecise and complex. Shows that fuzzy logic is incr ...

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Modelling fuzzy data in qualitative market research
Sajeev Varki, Bruce Cooil and Roland T. Rust, Market Research Abstract from: Journal of Marketing Research, Vol XXXV11, Number 4, November 2000, pp 480-489, (full text not available on WARC.com)

Qualitative data in marketing research are often fuzzy, because they involve open-ended descriptions of complex phenomena. The judgement-based classification of items into categories routinely used to ...

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