search query: @indexterm market research / total: 2057
reference: 387 / 2057
| Author: | Durant, H. Simmons, M. |
| Title: | The paradox of memory in market research |
| Journal: | Journal of the Market Research Society
1996 : OCT, VOL. 38:4, p. 383-394 |
| Index terms: | MARKETING RESEARCH MARKET RESEARCH |
| Language: | eng |
| Abstract: | The results of modern psychology on various aspects of memory - recognition, retention and recall - are all of interest but of varied practical use to market researchers. The problem of respondent memory in market research is illustrated from behaviour studies on readership and purchasing habits. Three alternatives are available to the researcher in handling memory. This paper illustrates the use of each approach - elimination, reduction and stimulation. The advantages and drawback of each are examined. |
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