Quantitative methods in marketing: The multivariate jungle revisited introduction and overview to special edition

Abstract

This introductory article provides an overview of the varied and interesting contributions that follow.

Certain key themes are identified which include the importance of graphical methods for communicating the information content of data and the impact of increased desktop computing power on the marketing manager's ability to work with quantitative models. Finally, a set of rules or commandments are included which aim to help the marketing professional avoid the more common pitfalls of quantitative analysis.