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- Title
PROTOCOLOS PARA ANÁLISES ESTATÍSTICAS: Uma revisão teórica das principais decisões em Métodos Quantitativos em Administração.
- Authors
Lucian, Rafael
- Abstract
Statistical techniques have been used as data analysis tool from the first marketing studies, but over time of the methodological rigor has been lost. The purpose of this article is to rescue the main points of methodological decision to provide a secure protocol of quantitative data analysis. To this end, this theoretical essay debate classical and specialized article on quantitative data analysis applied to marketing. During the analysis it was observed that the research conducted from a probability sample are those with minor limitations applying the techniques of factor analysis and multiple linear regression, this practice. They are presented throughout the text, four protocols that contribute to guiding future research using statistical analysis in marketing research.
- Publication
Veredas FAVIP: Revista Eletrônica de Ciências e Cultura, 2015, Vol 8, Issue 2, p131
- ISSN
1679-1746
- Publication type
Article