One of today's most important trends in marketing management is the increasing use of objective decision criteria. As a result, market researchers must offer increased data accuracy at acceptable cost levels. This article describes one method—pairing test stores—of meeting this challenge. This technique consistently increased the accuracy in sales prediction data in testing marketing alternatives.
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References
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DixonWilfred J., and MasseyFrank J.Jr., Introduction to Statistical Analysis, New York: McGraw-Hill Book Co., 1957, p. 128.
