Abstract
How valid are the results of marketing research that involve people as the subjects? Is it possible to waste large sums of money because of reliance on research systems that have built-in errors, or that show results not applicable to the untested population at large?
Since all marketing data are based in one way or another on actions of people, and since people and groups of people are so varied, careful attention to the design of marketing research experiments is sorely needed.
In his forthcoming book, EXPERIMENTATION IN MARKETING (New York: McGraw-Hill), the author devotes his second chapter to experimental research designs involving people or groups of people. This article is a condensation of that chapter.
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