No common desiderata for measurement
Article Abstract:
Evaluation of rating scales, which gather information on consumer preferences for a particular product or service, is critically important for an organization. Though there is no fixed criteria for measurement of a rating scale, certain standards and scale points that can be used for optimal evaluation, are suggested.
Publication Name: Marketing Research: A Magazine of Management & Applications
Subject: Business
ISSN: 1040-8460
Year: 2003
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Brand choice models and evaluations
Article Abstract:
The summary of two papers, which surveyed on the market research issues of business enterprises, is presented. The first paper concentrates on the brand choice behavior of consumers, where as the other concentrates on the issue of validity of the brand choice models used to understand the consumer preferences.
Publication Name: Marketing Research: A Magazine of Management & Applications
Subject: Business
ISSN: 1040-8460
Year: 2004
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The measurement imperative
Article Abstract:
The author presents information on methods of measuring and interpreting results of consumer surveys. Topics include use of statistics, use of motivation research, and consumer behavior.
Publication Name: Marketing Research: A Magazine of Management & Applications
Subject: Business
ISSN: 1040-8460
Year: 2003
User Contributions:
Comment about this article or add new information about this topic:
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