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NEW PRODUCT SCREENING VIA THE INTENTION‐TO‐BUY SCALE*

 

作者: Haim Levy,   Chezy Ofir,  

 

期刊: Decision Sciences  （WILEY Available online 1986）
卷期: Volume 17, issue 1  

页码: 65-78

 

ISSN:0011-7315

 

年代: 1986

 

DOI:10.1111/j.1540-5915.1986.tb00213.x

 

出版商: Blackwell Publishing Ltd

 

关键词: Marketing Management and Marketing Research

 

数据来源: WILEY

 

摘要:

ABSTRACTData obtained from the intention‐to‐buy scale often are used for early product screening. The authors discuss current procedures to evaluate these data and indicate the minor rote that risk assessment has played. Evaluation rules that incorporate the risk factor are presented, and their usefulness for product selection is discus

 

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