search query: @author Olabarri, E. / total: 1
reference: 1 / 1
« previous | next »
Author: | L`on, J.L. Olabarri, E. |
Title: | The validity of consumer predicting variables used in marketing research (Marktforschungsverfahren) |
Journal: | Marketing and Research Today
1993 : FEB, VOL. 21:1, p. 4-13 |
Index terms: | |
Freeterms: | MARKTFORSCHUNG |
Language: | eng |
Abstract: | In this paper the authors present the findings of a longitudinal study among housewives. The purpose of the study was to establish the predictive capacity of interbrand consumption involving a series of variables or measuring instruments which have been traditionally used in market research, including brand salience, advertising recall, brand preference, multi-attribute attitudes and buying intentions. |
« previous | next »
SCIMA