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COPERNICUS WHITE PAPER
Derived Importance Can Be a Contrived Disaster—hat You Can Do: This Will Improve Performance
By Kevin Clancy and Peter Krieg, January 5, 2004
Evidence of a relationship, as any statistics scholar will tell you, reveals nothing about the cause of the relationship. Yet marketers routinely make the leap from correlation to causation when they employ a common, but dangerous analysis tool called derived importance in studies of brand positioning and customer satisfaction.
We illustrate the perils of relying on derived importance measures to guide marketing decisions in, "Derived Importance Can Be a Contrived Disaster."
Download a copy of "Derived Importance Can Be a Contrived Disaster," or send an e-mail to ami.bowen@copernicusmarketing.com to request a PDF copy.