search query: @indexterm market research / total: 2057
reference: 426 / 2057
| Author: | Akaah, I. Korgaonkar, P. Lund, D. |
| Title: | Direct marketing attitudes |
| Journal: | Journal of Business Research
1995 : NOV, VOL. 34:3, p. 211-219 |
| Index terms: | DIRECT SELLING ATTITUDES MARKET RESEARCH |
| Language: | eng |
| Abstract: | The study examines empirically consumers' attitudes toward direct marketing using a sample of 354 consumers. The sample was randomly drawn from a large southern metropolitan area. The study instrument comprised items developed from literature sources. Respondents' evaluations of the items were obtained through in-home personal interviews. Underlying the study is the hypothesis that consumers' attitudes toward direct marketing are a function of their shopping orientation and patronage intention, and that consumers' attitudes toward direct management, in turn, influence their patronage intention. |
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