The Cost and Value of Marketing Analysis. AIR Forum Paper 1978 [microform] / Fred Thompson.
Product-market planning is an inherently difficult practice. It aims at a match between consumer preference and institutional behavior. Unfortunately, consumer reactions to changes in institutional behavior are often highly uncertain. This paper assumes that institutional planners should neither ign...
Saved in:
| Online Access: |
Request ERIC Document |
|---|---|
| Main Author: | |
| Format: | Microfilm Book |
| Language: | English |
| Published: |
[S.l.] :
Distributed by ERIC Clearinghouse,
1978.
|
| Subjects: |
| Summary: | Product-market planning is an inherently difficult practice. It aims at a match between consumer preference and institutional behavior. Unfortunately, consumer reactions to changes in institutional behavior are often highly uncertain. This paper assumes that institutional planners should neither ignore uncertainty nor seek to avoid all actions with uncertain outcomes. It is noted that institutional researchers need conceptual tools that will help them deal with situations where data are sparse and time is short. The key question that must be faced is: how much uncertainty is too much (or, how much information is enough)? Some simple, easily understood and easily used concepts are described that can increase the likelihood of getting good answers to this question. Experiences of Mitchell College in New Jersey are described. (Author/LBH) |
|---|---|
| Item Description: | ERIC Note: Paper presented at the annual Association for Institutional Research Forum (18th, Houston, Texas, May 21-25, 1978). ERIC Document Number: ED161346. |
| Physical Description: | 25 p. |