Rethinking data analysis – part one: The limitations of frequentist approaches1
Ray KentUniversity of Stirling
INTRODUCTION
The analysis of marketing data, particularly by academic researchers, is commonly approached using statistical techniques...
Rethinking data analysis - part one: the limitations of frequentist approaches
The analysis of data from market research has, until fairly recently, been reliant upon statistical techniques that were developed during the nineteenth and early twentieth centuries for uses entirely other than the analysis of survey and other types of observational, non-experimental data.
