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- Title
Consumer Research and its Role in Shopping Center Development.
- Authors
Doherty, Peter A.
- Abstract
The article explores the application of the syndicated local market consumer survey, called Market Audience-Readership Traffic (MART), to research in the field of shopping center development in the U.S. MART measures local market data from either the Consolidated Metropolitan Statistical Area or the Metropolitan Statistical Area. It is designed to sample in areas of general retail consumer traffic flow. Controls consist of information relating to age, sex, income, ethnicity and geography. The consumer information obtained by MART include demographic information, lifestyle characteristics, retail behavior, purchase intentions and cross media measurement. Data is limited by local market differences and micromarketing requirements.
- Subjects
UNITED States; CONSUMER research; SHOPPING centers; SHOPPING malls; SHOPPING; PURCHASING; RETAIL industry; CONSUMER behavior; MARKETING research
- Publication
Advances in Consumer Research, 1991, Vol 18, Issue 1, p453
- ISSN
0098-9258
- Publication type
Article