Real and Hypothetical Shop Situations in Market Research
Open Access
- 1 August 1970
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 7 (3) , 355-359
- https://doi.org/10.1177/002224377000700311
Abstract
The hypothetical shop situation method is widely used in market research, but does not seem to have been previously tested by simultaneous observations of purchasing behavior in shops. A project which included such a comparison was carried out by the authors and has led to conclusions concerning the applicability of the method.Keywords
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