NEW PRODUCT SCREENING VIA THE INTENTION‐TO‐BUY SCALE

Haim Levy*, Chezy Ofir

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

2 Scopus citations

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 languageEnglish
Pages (from-to)65-78
Number of pages14
JournalDecision Sciences
Volume17
Issue number1
DOIs
StatePublished - Jan 1986

Keywords

  • Marketing Management and Marketing Research

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