Observation éthologique du consommateur dans une grande surface d’articles de sport

In-store customer observations can help overcome many biases linked to declarative surveys.

Author(s): Jean-Pierre Lacour

Publisher: Revue Française de Marketing

Date of publication: 2004

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Synopsis

This article is one of the sources used in Manageris’ synopses:

Really know your customers

Surveys conducted by companies to know their customers better often result in failures in launching or improving their products and services. How can you make customer surveys more reliable?

244b – Synopsis (8p.) Customer Relationship

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