Abstract:
Our industry commonly accepts as a given that shoppers take a journey as they come to make a purchase decision. This presentation will contradict that belief, suggesting that while a path to purchase may be useful from a marketing research perspective, its utility for marketing researchers is at best limited. The presentation will discuss why this concept is not useful for researchers and what we researchers should be worried about instead.
This could also be of interest:
Research Papers
Path to purchase
Catalogue: Congress 2015: Revelations
Author: Stephen P. Needel
 
October 1, 2015
Research Papers
Understanding the path to purchase
Catalogue: Automotive 2006
Authors: Andrew Dye, Michael Mills, Tina Katsinikas, Nicole Tarkar
Company: Nielsen
February 27, 2006
Research Papers
Passive measurement: Path to purchase
Catalogue: Asia Pacific 2020 - Insights Festival
Authors: Abhishek Saigal, Shilpa Surtani, Prithvi Raj, Zeeshan Adam, Avantika Agarwal, Harshita Bhatia
Companies: Google, Nielsen
November 2, 2020
