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| Author: | Ganesh, G.K. |
| Title: | A comparison of alternative measures for obtaining typical expenditure data in consumer surveys (Marktforschungsverfahren) (Verbraucherforschung) |
| Journal: | Marketing and Research Today
1992 : NOV, VOL. 20:4, p. 282-286 |
| Index terms: | |
| Freeterms: | MARKTFORSCHUNG |
| Language: | eng |
| Abstract: | In marketing surveys two methods for obtaining estimates of expenditure over a time frame are commonly used. One approach is to ask about the 'average' expenditure for each occasion on which a purchase is made. The other approach is to ask for the actual amount spent on the 'most recent' or last purchasing occasion. In this paper the author compares these two measures in terms of the nature and quality of the information obtained from an experimental study. The results suggest that the 'average' measure is superior. |
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