Abstract
This paper introduces the family of techniques called exploratory data analysis.Unlike classical confirmatory statistics which rely upon strict distributional assumptions, parameter estimation, and hypothesis testing, EDA adopts an informal method of data examination designed to explore the structure of the data.Three representative EDA techniques are introduced and applications to marketing data sets are presented.
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© 2015 Academy of Marketing Science
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Tashchian, A., White, J.D. (2015). The Application of Exploratory Data Analysis in Marketing: An Introduction to Selected Methods. In: Malhotra, N. (eds) Proceedings of the 1986 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11101-8_86
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DOI: https://doi.org/10.1007/978-3-319-11101-8_86
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