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...
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.
