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dc.contributor.authorDesmet, Pierre
dc.contributor.authorTraynor, John
dc.date.accessioned2011-04-15T07:50:46Z
dc.date.available2011-04-15T07:50:46Z
dc.date.issued2010
dc.identifier.urihttps://basepub.dauphine.fr/handle/123456789/5979
dc.language.isoenen
dc.subjectmarket analysis and responseen
dc.subjectexperimental researchen
dc.subjectinformation processingen
dc.subjectlaboratory storeen
dc.subjectvirtual storeen
dc.subjectshopper insightsen
dc.subjectpackaging surveyen
dc.subjectprice surveyen
dc.subjectnew product surveyen
dc.subjectpurchase behaviouren
dc.subject.ddc658.8en
dc.subject.classificationjelM31en
dc.titleSystematic Differences in Test Results across Real vs. Virtual Shopper Laboratory Storesen
dc.typeDocument de travail / Working paper
dc.description.abstractenTo limit the risk of failure in marketing initiatives while preserving confidentiality, businesses employ tests carried out in shopper laboratory stores. Compared with real market testing, real or virtual tests in such stores can reduce costs, and facilitate implementation and control of the environment. This study confirms that tested in ‘real’ or ‘virtual’ environments, product and brand image evaluations bear comparison. However, it reveals significant differences in behavioural indicators supporting non-substitutability of data collection methods: virtual shopping behaviour is not real shopping behaviour. Shoppers spend more time in the virtual aisle, attention to price and prompted product recall are strongly modified, and there are major differences between regular buyers (more likely to buy their usual product in a virtual environment) and infrequent buyers.en
dc.publisher.nameUniversité Paris-Dauphineen
dc.publisher.cityParisen
dc.identifier.citationpages37en
dc.relation.ispartofseriestitleCahier de recherche DRMen
dc.relation.ispartofseriesnumber2010-17en
dc.description.sponsorshipprivateouien
dc.subject.ddclabelMarketingen


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