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Marketing Research 

The Hidden Limitations of Tracking Research 

Rated:

by 1 Members

Published 3/15/2008 

Author: John Seal and Mark Moody 

Summary

Tracking research, including brand/advertising awareness and customer loyalty tracking, represents substantial investment. Tracking projects can involve many statistical comparisons that are not actually meaningful. Reporting more sensitive metrics rather than familiar but less quantitatively rich measures, can help to overcome hidden limitations of tracking research.

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Member Comments (2):

Pamela Barclay-Woody wrote:

Posted on : 7/31/2008


Janet McGreevy wrote:

Posted on : 12/4/2008


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