search query: @indexterm market research / total: 2057
reference: 44 / 2057
| Author: | Ryals, L. Wilson, H. |
| Title: | Experimental methods in market research: From information to insight |
| Journal: | International Journal of Market Research
2005 : VOL. 47:4, p. 347-366 |
| Index terms: | Case studies Experience Market research Methodology |
| Language: | eng |
| Abstract: | This paper focuses on experimental methods in market research. It analyses the strenghts and weaknesses of four major experimental and quasi-experimental designs for market research applications. Then three case studies are described: two of them study the effect of customer profitability measurement on customer management strategies: the third examines the impact on customer satisfaction and other variables of introducing desk-based account managers into a field sales organisation. The writers recommend to take up such experimental and quasi-experimental methods if the market research company is to tackle the challenges of numerous sources of data and the need to assess what happens within the company as well as within its resellers and retailers and customers. |
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