We Know What They Think, But do we Know What They Do?

This paper examines the way that we go about building conceptual models to analyse quantitative market research data.

We Know What They Think, But Do We Know What They Do?

Martin Callingham,Birkbeck College, University of London, andTim Baker,Magenta


Since time immemorial, mankind has wished to predict the future, and today is no exception. One of the prime...

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