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...