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Quantitative Aspects

In: Marketing and Economics

Author

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  • Merlin Stone

Abstract

We have postponed looking at the quantitative aspects of the previous three chapters until this chapter. Even in this chapter, there is relatively little figure work. This is the result of a conviction concerning the nature of marketing management’s task. The marketing manager is not a figure processor, but a manager who has to make decisions on the basis of the information that he requests and receives. He does not have to be able to carry out the statistical procedures which are required to produce the information.1 What he does need to be able to do is to present information so that it can be processed statistically, to interpret the results of the processing correctly and to structure his demands for information according to the feasibility of obtaining it through particular techniques. He needs to be familiar with the limitations of particular techniques. In sum, he needs to understand methodologies rather than methods. This will enable him to exploit the services of statisticians, computer scientists, market researchers and econometricians.

Suggested Citation

  • Merlin Stone, 1980. "Quantitative Aspects," Palgrave Macmillan Books, in: Marketing and Economics, chapter 7, pages 79-88, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-349-16426-4_7
    DOI: 10.1007/978-1-349-16426-4_7
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