Sequential analysis: a reappraisal for market research*
E. J. Anderton and R. TudorReckitt and Colman
K. GortonHull College of Commerce
SEQUENTIAL ANALYSIS: BASIC PRINCIPLES
Essentially, sequential analysis is concerned with a cumulative, simple analysis of results as they are obtained, rather than (as in conventional techniques) pre-selection of a number of respondents and completion of field research before attempting a full analysis. Sequential analysis enables field research to be terminated when sufficient evidence has been accumulated to validate a particular inference.
This approach has in the past been applied to a variety of problems, especially...