Abstract:
Very little is to be found in specialised marketing literature on experimentation. As in the sciences in general the earliest steps forward in marketing were made as a result of using methods of observation. Data are collected either within the business concerned or at retailer or at consumer level, and these data are analysed (statistical research, market research, panels, etc.). One very seldom succeeds in this manner in eliminating all the variables that may exert an influence and one has to make use of the resources of multivariate analysis to measure the effects of the facts that one proposes to study. As in the so-called experimental sciences the experimentation should therefore make it possible under certain conditions to arrive more easily at the desired result. In order to measure the influence of the price level of a product it should be sufficient, for example, to vary the price and to measure the sales results and thereby to establish the law relating of consumption to price level.
Research Papers
The use of a panel by a large distribution company
Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research
Author: Marc Galliot
 
September 1, 1974
Research Papers
Consumer reaction to retail price and display changes
Catalogue: The European Marketing Research Review 1968
Authors: Anthony Cunningham, Norman O'Connor
 
August 1, 1968
Research Papers
Following some drugs markets
Catalogue: ESOMAR Congress 1978: Value For Money In Market And Social Research
Authors: Bruno Jamet, Yves-Charles Quéroix
 
September 1, 1978
