Researching the changing consumer

Date of publication: September 1, 1972

Abstract:

Society is undergoing a number of fundamental changes which are central to marketing and advertising strategies, especially those of a medium and long term nature. This paper outlines some research issues involved in measuring social change, and discusses a major study being carried out by BBL in the U.K. This is a longitudinal panel project, the first wave of which has been completed.

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