Real and Hypothetical Shop Situations in Market Research
1970; SAGE Publishing; Volume: 7; Issue: 3 Linguagem: Inglês
10.1177/002224377000700311
ISSN1547-7193
AutoresAndré Gabor, Clive W. J. Granger, Anthony P. Sowter,
Tópico(s)Consumer Retail Behavior Studies
ResumoThe hypothetical shop situation method is widely used in market research, but does not seem to have been previously tested by simultaneous observations of purchasing behavior in shops. A project which included such a comparison was carried out by the authors and has led to conclusions concerning the applicability of the method.
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