Journal of Marketing 1969
Just How Credible Are Your Market Estimates?
Abstract
Executives are frequently misled by conventional measures of research accuracy usually in the direction of overconfidence. The author proposes a research appraisal tool which can be used without technical expertise to plan research or to assess the probable value of the variable of most interest to an executive.
- DOI
- 10.2307/1248480
- Sources
- openalex