Modelling Methodology: Basics to Neural Nets A Return to Ignorance?
Paul FreemanKraft General Foods and Keith Rennolls Greenwich University
Introduction
In FMCG companies, in particular, there is an increasing focus on the benefits believed to await the researcher with a large enough data set and sufficient computing power.
The purpose of this paper is to examine the interfaces between traditional market research and the disciplines of statistical modelling and computing to see if the 'stitching' holds; we examine the potential of computer based statistical models for capturing underlying causal relationships...