Students in marketing research: Surrogates vs. role-players
Journal of the Academy of Marketing Science · 1979 · Volume 7 · Issue 3
Abstract
The usefulness of the student surrogate has been debated extensively in the marketing literature. The results discussed here suggest that business students are ineffective role-players with regard to anticipating consumers' and businesspersons' reactions; however, students' own evaluations were very much like those of businesspersons.
Keywords
Census Tract, Market Research, Business Student, Hypothetical Situation, Market Practice
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