Sequential analysis in market research

This article, based on the 1976 MRS Gold Medal winner, discusses sequential analysis (analysing research results as they are obtained rather than after data collection is completed).

Sequential analysis: a reappraisal for market research*

E. J. Anderton and R. TudorReckitt and Colman

K. GortonHull College of Commerce


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...

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