Can tracking studies tell lies?

Robert Heath

There have been many papers written that examine how tracking measures are interpreted, but few about how well the measures themselves work.

Can tracking studies tell lies?

Robert Heath

There have been many papers written that examine how tracking measures are interpreted, but few about how well the measures themselves work. This paper examines the traditional approach to tracking to see if the measures used still stand up in today's marketing environment. My conclusion is that these measures, despite the length of time they have been in use, do not necessarily provide an accurate representation of the views held by consumers. In some cases this situation can be rectified simply by changing the way questions are asked, but in others it may...

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