How To Validate A New MR Tool?
A case study in FMCG
Ingvar TjostheimNorwegian Computing Center, Norway
Haagen Saether-LarsenRingnes AS, Norway
INTRODUCTION
What is happening in a grocery store? What kinds of market research (mr) methods are capable of mirroring or replicating customer behaviour in this dynamic environment? A good method is both inexpensive or cost efficient, fast, reliable, easy to use, etc. We recognize these factors as important factors. However, the first question should be, to what extent is the tool (the output) able to predict or describe behaviour in the real world? If a tool or...