Real and Hypothetical Shop Situations in Market Research

Abstract

Introduction This is a report on a comparison of the effects of price differences on purchasing decisions obtained by observing the actual shopping behaviour of a group of housewives and the responses of a comparable group of subjects to hypothetical price situations similar to those found in the shops. The project which made this possible is outlined later.

Citation

Gabor, A., Granger, C.W.J. and Sowter, A.P. (1979), "Real and Hypothetical Shop Situations in Market Research", Management Decision, Vol. 17 No. 8, pp. 691-698. https://doi.org/10.1108/eb001220