Model-based market research in the 1980’s - ARCHIVED

This paper discusses some of the changes in market research we should expect in the next decade. Currently, studies are issue oriented: they provide answers to specific questions or marketing issues. The next decade will see research projects with a broader scope: to understand how markets work and why consumers behave as they do. Measurements will be more complex, and multivariate analysis techniques will be used extensively to identify the subtle relationships within the data. Marketing models will be the conceptual framework for these more complex studies. Market analysis identifying consumer responsiveness segments provides a case example of what might be expected from model-based market research studies.