TITLE

A CONSIDERATION OF VERBAL AND INTERACTIVE PROTOCOL METHODOLOGIES IN CONSUMER INFORMATION PROCESSING RESEARCH

AUTHOR(S)
Rudd, Joel
PUB. DATE
January 1984
SOURCE
Advances in Consumer Research;1984, Vol. 11 Issue 1, p361
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
This paper discusses verbal and interactive protocol methods in the study of consumer information processing and decision making. Unlike verbal protocols, which are recorded from individual consumers, interactive protocols are recorded from two or more consumers engaging in decision making activities. In light of evident methodological drawbacks in gathering verbal protocols, interactive protocols are suggested as a technique for studying both individual and group consumer information processes.
ACCESSION #
6434162

 

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