![]() ![]() Rice reports the example that designers of a frozen french fries ad were delighted with PDR test results until further analysis showed that people were looking at the steak in the picture rather than french fries (Rice, 1974).ĭavid Arch has given us a competent review on this subject, and his paper is helpful for that reason alone. In fact, it can lead to some misleading conclusions. Later research has shown pretty clearly that the vast investment required for such equipment does little or nothing to augment present advertising research methodology (Goldwater, 1972 and Rich, 1974). The discussant also was with Marplan during that period and had opportunity to delve deeply into this methodology and found little in the way of conclusive validation. Glowing reports on this daring innovation soon were published by Krugman (19). In a limited sense, each has shed some light on consumer behavior research in these respects.Ībout 1964, Herb Krugman, then with Marplan, burst on the scene with the latest great breakthrough-pupil dilation research. Perhaps one can stretch a bit and isolate these "basics" in the papers which were presented: (1) methodological validation (Arch and Kendall and Fenwick) and (2) replication (Mauser). Therefore, the common thread between the papers is not especially evident. Rather, it reflects more on the difficulty faced by the program chairman in finding themes to use in organizing a multitude of sessions. ![]() The title, Back to the Basics, probably is an accurate one, but it is not altogether clear that this was a deliberate intent of those who presented papers. In a sense, the discussant in this session has a difficult assignment. Engel, Wheaton Graduate School (Illinois) Wilkie, Ann Abor, MI : Association for Consumer Research, Pages: 169-170.Īdvances in Consumer Research VolPages 169-170 Engel (1979) ,"Back to the Basics: Discussion", in NA - Advances in Consumer Research Volume 06, eds. ![]()
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