Why does time affect market research?

Answer 1

Time affects market research because the values and findings of the research are constant with change in time, but the variables are not constant with change i time. this implies that no matter the year you are, the statistical data gathered can be analysed to produce the same result but the variables (e.g lifestyle of people, age, education, income etc) can change as time goes on.

For instance, if we conducted a study on "how celebrities influences consumer behaviours", if the finding is that celebrities influence consumer behaviour because most people watch movies. over the years, this finding will still be the same because if you test it against the data gathered during the time of the research you will still find the same answer. But the variable "celebrities", can change in relation to how customers view them. maybe in the past they where lots of television and now no much televisions so people don't watch movies that much, or maybe during the time of the research celebrities were generally valued but no longer the same now so they don't influence consumer behaviour that much.

Thus, change in time is likely to change the influence of the independent variable on dependent variable and that is how it affects market research.