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Research papers

Generational effects in market research effectiveness

There is a growing belief in the marketing industry that traditional market research tracking methods are less predictive of millennial behaviour than for that of older generations and that Millennials can best be understood and measured by their...

Catalogue: Congress 2016: #WOW
Authors: Seth Duncan, Kelley Sternhagen
September 22, 2016
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Citation

Duncan and Sternhagen (2016a, September 22). Generational effects in market research effectiveness. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/generational-effects-in-market-research-effectiveness-8873