Forum - How to improve brand tracking research: A frozen pizza case study
Maritz Research
Introduction
Though almost universally practised among applied marketing researchers, brand tracking receives scant attention from academics. This paucity of technical scrutiny has allowed brand tracking to stagnate, as the methods practitioners employ today remain virtually unchanged from practices in the 1970s. Our aim is to show how technical advances in the past 30 years allow substantial improvements in one of the primary functions of brand tracking research: explaining how customers make...