H. Estelami et Dr. Lehmann, The impact of research design on consumer price recall accuracy: An integrative review, J ACAD MARK, 29(1), 2001, pp. 36-49
For almost half a century, researchers have examined consumer knowledge of
prices, often with disturbing and conflicting results. Although the general
findings suggest that consumer knowledge of prices is poorer than assumed
in neoclassical economic theory, significant variations among results exist
. The authors synthesize findings from prior studies to determine the impac
t of research design choices on price recall accuracy measures. A meta-anal
ysis indicates that a significant amount of variation in the accuracy of co
nsumers' price recall is related to research design characteristics such as
the presence of financial rewards, respondents' task size, and the price e
licitation approach. Implications for price awareness research are discusse
d.