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ERIC Number: ED161346
Record Type: Non-Journal
Publication Date: 1978-May
Pages: 25
Abstractor: N/A
Reference Count: N/A
The Cost and Value of Marketing Analysis. AIR Forum Paper 1978.
Thompson, Fred
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)
Publication Type: Speeches/Meeting Papers
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A