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- W830210682 abstract "ABSTRACT The family is the basic purchase and consumption unit; however, no adequate definition of family exists. Just what constitutes a family is a difficult question for marketing managers and market researchers. This paper proposes that the term “family” ought to be dropped as an operational term for marketing purposes. Instead of family, and the myriad of other terms used by family researchers, such as “household” and “consumer unit”, the author proposes that a more usable and operationally relevant term should be Extended Household (EH). An EH is defined, a hypothetical mapping of an EH is provided, recommendations arc made with respect to the type of data that should be collected, and research techniques are suggested on ways to collect data within and between EH's. Demographic changes in family structure over the last forty years are also discussed." @default.
- W830210682 created "2016-06-24" @default.
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- W830210682 date "1998-04-03" @default.
- W830210682 modified "2023-09-25" @default.
- W830210682 title "Family and Household Research in Marketing" @default.
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- W830210682 doi "https://doi.org/10.1300/j142v02n01_06" @default.
- W830210682 hasPublicationYear "1998" @default.
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