Experimental methods in market research: from information to insight

Experimental methods have a relatively low penetration into market research practice, despite their many inherent strengths.
  

Experimental Methods in Market Research

From Information to Insight

Dr Lynette Ryals and Dr Hugh WilsonCranfield University

INTRODUCTION

In their award-winning paper at the 2004 MRS Conference, Steve Wills and Pauline Williams (2004) argued that...