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| Author: | Steenkamp, J-B. E. Trijp, H. C. van |
| Title: | Attribute elicitation in marketing research: A comparison of three procedures |
| Journal: | Marketing Letters
1997 : APR, VOL. 8:2, p. 153-165 |
| Index terms: | MARKETING RESEARCH COMPARATIVE RESEARCH REPERTORY GRIDS |
| Language: | eng |
| Abstract: | This paper compares three attribute elicitation procedures applied in marketing research: free elicitation (FE); hierarchical dichotomization (HD); and Kelly's repertory grid (RG), on type of information generated, effiency in data collection, convergent validity, and consumers' reaction to the elicitation task. RG and HD were not significantly different on most criteria. Between FE on the one hand and RG and HD on the other hand were found the main contrasts. Despite the differences, the three procedures exhibited a considerable degree of convergent validity in terms of the basic categories of concepts uncovered in the elicitation procedure. |
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