Why Single Measures are not Enough
Examples from advertising research
Lars Bergvist Stockholm School of Economics
INTRODUCTION
There is increasing demand from clients that marketing research should produce results that can be used for action. Clients not only want numbers that describe their present situation, but they also want to know what they should do to improve their future situation. It is, for example, not enough to know that the customers are satisfied today, the client also wants to know how to improve their satisfaction tomorrow.
This means that researchers in most cases cannot rely on single measures treated...