AID Comes to the Aid of Marketing Management

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Abstract
Discusses automatic interaction detection (AID) developed by two Americans, Sonquist and Morgan in the 1960s, which was similar to the 'Belson Sort' which was a technique not followed through by UK researchers, thereby allowing US researchers to exploit it. Examines two examples of the use of AID to illustrate both its practicability and, to a degree, its limitations, although the exact findings are not shown for reasons of confidentiality — but its technique essence is communicated for consideration. Gives as the first case a problematic study of soft margarine and goes on to give examples using a figure as an aid. Adds case two — which concerns computers — and uses by way of illustration another figure. Summarises that if AID is used intelligently and with proper regard for its limitations, it can be relevant to a wide range of current marketing problems.

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