Abstract
Data 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 discussed.
Original language | English |
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Pages (from-to) | 65-78 |
Number of pages | 14 |
Journal | Decision Sciences |
Volume | 17 |
Issue number | 1 |
DOIs | |
State | Published - Jan 1986 |
Keywords
- Marketing Management and Marketing Research