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Why Measure Buyer Behavior

Why Measuring Consumer Behavior is Important
Feb. 24, 2005
Ryan Brophy
Management 480
(408) 390-0941

Introduction

Insight into consumer decision-making and buyer behavior is at the heart of the marketing concept (Arndt 1968). To date, researchers in the field have had little success in developing substantial scientific theory to describe stable laws in marketing. Most of the progress over the past few centuries has focused on understanding and identifying observable similarities consumers share. Michael H. Halbert (1964) said: "From the viewpoint of the established sciences, marketing has no theory that is defensible on the grounds of its logical consistency, philosophic adequacy, or experimental foundation." Developing a theory in this field has been a grueling process, and no consistent law has yet been discovered. The research and measurement of buyer behavior is vitally important to the field of marketing because it can provide insight into a possible future......


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Approximate Word Count: 5625
Approximate Pages: 23 (250 words per double-spaced page)

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