Periodic or Continuous Tracking Studies: Matching Methodology with Objectives

Abstract

Marketers may use a variety of research tools to “track” or evaluate the various components of their marketing mix. Should the data for such a study be collected continuously or on a periodic basis? Insights are offered to help answer this question, through a review of the literature related to consumer tracking studies, by a presentation of the pros and cons of both methods of data collection and by identifying the conditions under which one type would be more desirable than the other.

Citation

Sherwood, P.K., Stevens, R.E. and Warren, W.E. (1989), "Periodic or Continuous Tracking Studies: Matching Methodology with Objectives", Marketing Intelligence & Planning, Vol. 7 No. 1/2, pp. 11-13. https://doi.org/10.1108/EUM0000000001035