The Validity of Experimental Methods for Analyzing Consumer Behavior

Abstract

T HE problems encountered when marketing research is conducted under actual market conditions are generally well recognized. These problems are primarily related to (1) the lengthy observation period that is often required, (2) the cost of data collection, (3) the many uncontrollable variables that can become unmanageable, and (4) mechanical and procedural problems of working with various marketing institutions. As a result, the use of experimental-laboratory situations in marketing research has received considerable emphasis in recent years. The experimental-laboratory approach utilizes a controlled environment and thereby takes consumers out of the actual market situation. In this manner, the time between buying decisions can be greatly decreased and important variables related to price, promotion, product, the population involved, etc., can be readily controlled. It seems clear that an experimental-laboratory approach to analyzing marketing problems should be of value.