search query: @freeterm MARKTFORSCHUNG / total: 63
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| 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. |
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