Marketing research in complexity

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

Marketing Research In Complexity

Akin AlyanakandErkani KeymanDAP Marketing Research Inc.

 

As complexity rises, precise statements lose meaning and meaningful statements lose precision. Lotfi Asker Zadeh

Introduction

The state of the art: Applications/Specialisations

'One reaches an age when one does not have to bother with people to whom one hitherto has had to make allowances,' said Gell-Mann, having administered the Sante Fe group for many years. In this spirit, let us criticise the...

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