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Home→The Westburn Dictionary of Marketing→T→time-series analysis

time-series analysis

Definition:
A more rigorous approach to estimating the effect of a predictor variable than a simple before-and-after test. In a time series analysis a number of observations are taken on the factor to be predicted at intervals prior to the administration of the predictor variable followed by a similar series of observations after its administration. To reduce the possibility that some intervening variable may have caused any change in the factor to be predicted it is helpful to maintain a control group which will not be subjected to the predictor variable so that if it remains unchanged the likelihood is that changes in the test group are due to changes in the predictor variable.

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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Michael J. Baker],.