... discreteness of marketing data that arise from decisions on the part of individuals and firms, acknowledging the fact that research in marketing is a progressive pursuit that starts with the definition of. .. Spreadsheets have made prediction popular, but often at the expense of sound inference Many of the procedures used in marketing research analysis can be thought of as recipes for conducting analysis,... of behavior, the attraction of objects, the creation of compounds and choices in the marketplace The purpose of assuming the existence of these latent varaibles is to provide an explanation of