GENERALISABILITY OF STORE AND MERCHANDISE SHOPPING BEHAVIOUR
Jack A. Lesser
(Department of Marketing, Miami University, Oxford, Ohio 45056)
William T. Kirk
(Consultant with Information Resources, Inc., 250 East Fifth Street, Suite 700, Cincinnati, Ohio 45202)
129
Abstract
An unprecedented number of syndicated and custom research firms are compering for differential advantage within the marketplace to provide corporate information. As a result, numerous forms of research are available to the business community. The proliferation of methods and findings is potentially important to decision‐making. Such diverse offerings can provide corporate planners with a detailed understanding of consumers' concerns and aspirations.
Citation
Lesser, J.A. and Kirk, W.T. (1995), "GENERALISABILITY OF STORE AND MERCHANDISE SHOPPING BEHAVIOUR", Management Research News, Vol. 18 No. 12, pp. 32-40. https://doi.org/10.1108/eb028432
Publisher
:MCB UP Ltd
Copyright © 1995, MCB UP Limited