Marketing Papers

Document Type

Journal Article

Date of this Version

April 1974


This article presents a framework for the evaluation of quantitative models. The framework is both simple and realistic and could be used profitably by most organizations. It incorporates not only internal accounting data but also the human elements of bias or antipathy toward the models on the part of company employees using them, which might tend to distort an internal assessment and even the capability of the model itself.


Postprint version. Published in Journal of Marketing, Volume 38, Issue 2, April 1974, pages 61-66.
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Date Posted: 15 June 2007

This document has been peer reviewed.