September 22, 2019 Feature

How Purchase Probability Scales Can Shed Light on Consumer Purchase Intentions

Rene Befurt and Alvin J. Silk

©2019. Published in Landslide, Vol. 12, No. 1, September/October 2019, by the American Bar Association. Reproduced with permission. All rights reserved. This information or any portion thereof may not be copied or disseminated in any form or by any means or stored in an electronic database or retrieval system without the express written consent of the American Bar Association or the copyright holder.

Market researchers generally, and survey experts specifically, study consumers to learn about their behavior: What are consumers’ opinions, attitudes, thoughts, and actions at the various stages of the buying process? Especially in litigation cases, these and other product purchase-related questions arise in the context of matters related to topics such as intellectual property, trademark infringement, false advertising, and antitrust and competition. Carefully crafted surveys are a powerful tool for assessing consumer behavior, preferences, and purchase intent, especially if real-life observations or purchase data are not readily available.

Premium Content For:
  • Intellectual Property Law Section
Join - Now