Techniques in Market Measurement: The Jackknife

The “jackknife” technique developed by Tukey (1958), although rarely used in marketing, promises to be widely applicable. The very name of the technique was chosen to express its versatility. The jackknife offers the researcher the opportunity to reduce bias, perform significance tests, and assess the validity and stability of analyses without requiring a large sample. The author describes the jackknife method, applies the method to an analysis of international marketing effectiveness, and discusses some of its unresolved problems.