Snow Crop Revisited

Abstract

Critique of an earlier article by Kuehn in 1962 suggesting that a particular factorial analysis of customer brand buying could predict with accuracy repurchase trends. Uses tables and mathematical formulae for emphasis of discussions. Sums up that the factorial analysis by Kuehn is satisfactory only as a result of artificial assumptions whereby variance is ignored within groups – but when this factor is taken into account the model fails to adequately fit the data of Snow Crop – frozen orange juice.

Citation

Lawrence, R.J. (1975), "Snow Crop Revisited", European Journal of Marketing, Vol. 9 No. 2, pp. 93-108. https://doi.org/10.1108/EUM0000000005059