November 1 - November 30
November 22 @ 7:30 am - 9:00 am
November 24 @ 9:00 am - 4:30 pm
November 29 - November 30
December 4 - December 8
A Journal of Shopper Research article and quiz
Big data captured by retailers’ UPC scanners and customer loyalty cards reflect what has sold, but do not reveal why people made their selections or measure what people considered but left behind. Understanding shopper motivations and lost opportunities requires an approach that integrates three types of data that are typically kept separate: observations of actual shoppers; interviews about their attitudes, experiences, and motivations; and basket scans of actual purchases. This approach, called “quantitative ethnography,” draws on observations and interviews with real shoppers on real trips. In this Journal of Shopper Research (JSR) article from Spring 2017, John Dranow discusses how this methodology can drive action plans for manufacturers and retailers to stimulate more trips and larger baskets.
Upon completion of this course, you should be able to:
Credits: Successful completion of this course will provide current Shop! MaRC holders with 0.5 PDU in Research towards their tri-annual recertification.