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 that were developed during the nineteenth century for purposes entirely other than for the analysis of survey and other non-experimental data. Such techniques, however, have become the bedrock of textbooks on statistics and data analysis, and the foundation, at least in the academic arena, of training in research methods. Researchers often experience disappointment and frustration when, perhaps having struggled with understanding the techniques themselves, they...