Designing Vignette Studies in Marketing

  title={Designing Vignette Studies in Marketing},
  author={Kelly D. Wason and Michael Polonsky and Michael R. Hyman},
In empirical marketing studies, vignettes are increasingly used to develop measurement scales, assess public/organizational policy, and study key variables in judging the decisions or actions of a protagonist. Despite their frequent use, integrated recommendations for creating vignettes are limited. A brief introduction to vignette methods and their previous applications in marketing is provided. This is followed by suggestions for designing vignettes and vignette-based studies based on a… CONTINUE READING

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