Validating Bluetooth logging as metric for shopper behaviour studies
| Autor: | Bill Page, Peilin Phua, Svetlana Bogomolova |
|---|---|
| Přispěvatelé: | Phua, Peilin, Page, William Michael, Bogomolova, Svetlana |
| Jazyk: | angličtina |
| Rok vydání: | 2015 |
| Předmět: |
Marketing
retailing education.field_of_study sampling Data collection Bluetooth tracking business.industry Computer science Population Big data Sampling (statistics) Systematic sampling Sample (statistics) Advertising Data science Representativeness heuristic law.invention Bluetooth law shopper behaviour education business |
| Popis: | The ability to track shoppers as they move through retail environments using signals emitted by their communication devices kindles the interest of practitioners and researchers. This data collection method is cheap and has the ability to supply big data for shopper insights. However, this non-probabilistic sampling method can possibly under- or over-represent certain groups of the shopper population. This study assesses the validity of the data describing the length of shopping trips and representativeness of the sample of shoppers carrying Bluetooth-enabled devices. The authors track unique Bluetooth logs in-store and compare to simultaneously collected data from a manual, systematic sample of 324 shoppers observed and interviewed in the same supermarket. A comparison of the results obtained from the two samples (auto-logging and manual systematic) drawn from the same population indicates automated Bluetooth tracking produces very similar (r=.92, p |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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