Touchpoints II. The changing purchase process

The Touchpoints II Study, which seeks to understand what marketing factors have the most influence on a consumer's decision to purchase a product, reveals a continuing purchase process shift set in motion by the mass adoption of interactive media.

Touchpoints II

The Changing Purchase Process

Kathryn KoegelResearch and Industry Development, DoubleClick Inc., United States

OBJECTIVES/METHODOLOGY

The DoubleClick Touchpoints Study Series (2002, 2003) was designed to gain a greater understanding of how the consumer purchase process has shifted over the past few years.

DoubleClick first executed this survey in December 2002 by asking consumers about their purchases within the last six months in the following categories: Auto, Electronics, Food, Health and Beauty, Mortgages and Insurance, Movies, Prescription Drugs, and Telecom Services.

Working with Beyond Interactive/Grey Worldwide and using the Greenfield Online panel, DoubleClick developed a study that broke the...

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