Measuring Prepurchase Information Seeking
- 1 December 1975
- journal article
- Published by Oxford University Press (OUP) in Journal of Consumer Research
- Vol. 2 (3) , 216-222
- https://doi.org/10.1086/208634
Abstract
This article reports on research which compared survey-based and observation-based measures of the amount of prepurchase information seeking for buyers of women's shoes. It raises a serious question about the adequacy of published statistics on information search, most of which have been based on survey data.Keywords
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