Product Perceptions, Preferences, and Knowledge: Decisions in Conducting Research
Researchers preparing to test cause-effect relationships are confronted by an extensive number of choices and decisions. Successful completion of the research and drawing appropriate conclusions about relationships will depend on these decisions. While some choices are obvious, others are somewhat less so. The implications of many of these decisions are not always apparent; it is only after the fact that their importance can be seen.
Brooker, G. (1993). Product Perceptions, Preferences, and Knowledge: Decisions in Conducting Research. Advances in Consumer Research, 20(1), 229-231.
Advances in Consumer Research
© 1993 Association for Consumer Research