Growth Curve Analysis in Marketing: Method and Application.

Lessne, Greg J.; Hanumara, R. Choudary

Extant methods are incapable of analyzing the short-term time series data often encountered by marketers. The authors present a growth curve approach developed by Finn that fills a void in the array of tools available to marketing researchers. The approach is particularly useful in analyzing test-market data.

MARKETING research; SALES forecasting; BOX-Jenkins forecasting; TIME series analysis; TEST marketing; MATHEMATICAL models of marketing; GRAPHIC methods in statistics; MATHEMATICAL models; DATA analysis; COMMERCIAL product testing

Journal of Marketing Research (JMR), 1988, Vol 25, Issue 4, p391

0022-2437

Academic Journal

10.2307/3172950