Ryals, Lynette and Wilson, Hugh N. (2005) Experimental methods in market research : from information to insight. International Journal of Market Research, 47 (4). pp. 345-364. doi:10.1177/147078530504700402 ISSN 1470-7853.

Research output not available from this repository.

Request-a-Copy directly from author or use local Library Get it For Me service.

Request Changes to record.

Abstract

Experimental methods have a relatively low penetration into market research practice, despite their many inherent strengths. We review the strengths and weaknesses of four major experimental and quasi-experimental designs for market research applications. We then describe three case studies of the use of experimental logic in field-based research studies. Two examine the impact of customer profitability measurement on customer management strategies; the third studies the effect on customer satisfaction and other variables of introducing desk-based account managers into a field sales organisation. We argue for increased take-up of such experimental and quasi-experimental methods if the market research community is to tackle the twin challenges of multiple sources of data and the need to evaluate what happens within the firm as well as within its resellers and retailers and customers. (PsycINFO Database Record (c) 2018 APA, all rights reserved)

Item Type:	Journal Article
Divisions:	Faculty of Social Sciences > Warwick Business School > Marketing Group Faculty of Social Sciences > Warwick Business School
Journal or Publication Title:	International Journal of Market Research
Publisher:	World Advertising Research Center Ltd.
ISSN:	1470-7853
Official Date:	2005
Dates:	Date Event 2005 Published
Volume:	47
Number:	4
Page Range:	pp. 345-364
DOI:	10.1177/147078530504700402
Status:	Peer Reviewed
Publication Status:	Published
Access rights to Published version:	Restricted or Subscription Access

Request changes or add full text files to a record

Repository staff actions (login required)

View Item