More decisions today are impacted by what we call O sources of information — “Other” information sources, such as user reviews, friend and expert opinions, price comparison tools, and emerging technologies or sources — whereas market research measures P sources — “Prior” preferences, beliefs and experiences. What market researchers often underestimate, though, is the degree to which consumers have difficulty imagining or anticipating a new and very different reality.
Content: Quotation
Authors: Emanuel Rosen, Itamar Simonson
Source: “Stanford University”
Subject: Market Research
Authors: Emanuel Rosen, Itamar Simonson
Source: “Stanford University”
Subject: Market Research
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