"India End at 112'r. Indian Express, December 24,1997 p. 15. 1. Warren Shouiberg, "Mall People", Home Textiles Today, August 18, 1997, p. 16; "The Mailing of America", Quirk's Marketing Research Review, May 1990, p.
15. 2. Ken ijofton, "If It Moves Measure It", Marketing (Marketing Technique Supplement), September 4, 1997, p. 17; Jum C, Nunnally. Psychometric The . ,2nd ed. (New York: McGraw-Hill, 1978), p. 3. 3. V. Srinivasan, Chan Su Park, "Surprising Robustness of the Self-Explicate.! Approach to Customer Preference Structure Measurement", Journal of Marketing Research, May 1997, p. 286—291; Stanley S. Stevens, "Mathematics, Measurement and in Stanley S. Steven of Experimental Psychology (New York: John Wilev. 1 '15 I.!. 4. Wade D. Cook, Moshc Kress, Lawrence M. Seiford, "On the Use of Ordinal Data in Data Envelopment Analysis", Journal of the Operational Research Society, February 1993, p. 133-140; William D. f'errcauli. Jr., Forrest W. Young, " Vl t e mat і ng Least Squares Optimal Scaling: Analysis of Nonmetric Data in Marketing Research", JournalofMarketing Research, February 1980, p. 1 — 13. 5. Anne Fisher, "The World's Most Admired Companies", Fortune, October 27, 1997, p. 220. 6. Michael Lynn, Judy Harris, "The Desire for Unique Consumer Products: A New Individual Difference Scale", Psychology & Marketing, September 1997, p. 601—616. 7. Характеристику этих шкал см. в работах Christian Genest. Shuang-Shuang Zhang, "A Graphical Analysis of Ratio-Sealed Paired Comparison Data", Management Science, March 19%. p. 335—349; C.H. Coombs, "Theory and Methods of Social Measurement", in L. Festinger, D. Katz (eds.), Research Methods in the Behavioral Sciences (New York: Holt, Rinelwri &. Winston, 1953;:. 8. Конечно, здесь есть некоторое противоречие. См., например, статью Moonsig Kang. Anionic Stam, "PAHAP: A PairwiseAggregated Hierarchical Analysis of Ratio-Scale Preferences", Decision Sciences, July-August 1994, p. 607-624. 9. Deborah L. Kellogg, Richard B. Chase, "Constructing an Empirically Derived Measure for Customer Contact", Management November 1995, p. P, "Comparability and Comparison Levels Used in Choices among Consumer Products", Journal of Marketing Research, August p. 10. Leah Rickard, "Remembering New Coke", Advertising Age, April 17, 1995, p. 6; "Coke's Flip-Flop Underscores Risks of Consumer Taste Tests", Wall Street Journal, July '8, 1985, p. 25. 11. Тем не менее не стоит сравнивать все зозуожчьїС пары оОтсісои!. Циклический метод, в ча­стности, позволяет значительно сократить количество оцениваемых пар. Рассмотрение этих приемов см. статье К. Arun К. Jain, Christian Pinson, "The Robustness of MDS Configurations in the Case of Incomplete Data", Journal of Marketing Research, February l9Sf p. 95-102. 12. Более сложные случаи попарного сравнения приведены в статье Christian Genest, Shuang- Shuang Zhang, "A Graphical Analysis of Ratio-Scaled Paired Comparison Data", Management Science, March 1996, p. 335-339. 13. Rensis Likert, Sydney i'oslow. Gardner Murphy, "A Simple and Reliable Method of Scoring the Thurstone Attitude Scales", Personnel Psychology. Autumn 1993, p. 689—690; L.L. Thurstone, The Measurement of Values (Chicago: University of Chicago Press, 1959).
См. также статью Naresh К. Malhotra, "Marketing Linen Services to Hospitals: A Conceptual Framework and an Empirical Investigation Using 'Мим^от.".s Case VAnalvus". Journal of Health Care Marketing, March 1986, p. 43-50.

14. Thomas T. Semon, "Design of Taste Tests Depends on Product, Research Purpose", Marketing News, September 12, 1994, p. 5, 14; Tim Davis, "Taste Tests: Are the Blind Leading the Blind?", Beverage WferWApril і 987, p. 43-48, 85. 15. Michael W. Herman, Waldemar W. Koczkodaj, "A Monte Carlo Study of Pairwise Comparison", Information ProcessingLvHirz, January 15, 19%. p. 25-29. 16. Noel M. Noel, Nessim Hanna, "Benchmarking Consumer Perceptions of Product Quality with Price: An Exploration", Psychology & Marketing, September 1996, p. 591—604; E. Jan-Benedict, M. Steenkamp. Dick R. Wittink, "The Metric Quality of Full-Profile Judgments and the Number of Attribute Levels Effect in Conjoint Analysis", International Journal of Research in Marketing. June 1994 p. 275-286. 17. Самые свежие примеры применения вербальных протоколов приведены в статьях. David A. Harrison, Магу Е. VIcLaughlin, Terry M. Coalter, "Context, Cognition, Common Method Variance: Psychometric Properties and Verbal Protocol Evidence", Organizational Behavior & Human Decision Processes, December 1996, p. 246-261; S.F. Gardial. D.S. demons, R.B Woodruff, D.W. Schumann, M.J. Bums, "Comparing Consumers' Recall of Prepurcbase and Postpurchase Product Evaluation Experiences"...'oumal ^Consumer Research, March 1994, p. 548-560. 18. David Glen Mick, "Leveis of Subjective Comprehension in Advertising Processing and Their Relations to Ad Perceptions, Attitudes, and Memory", Journal of Consumer Research, March 1992, p. 411-424; Peter L. Wright, "Cognitive Processes Mediating Acceptance of Advertising", Journal of Marketing Research, February 1973, p. 53—62; Peter L. Wright, "Cognitive Responses to Mass Media Advocacy and Cognitive Choice Processes", in R. Petty, T. Ostrnm, T. Brock (cds.). Cognitive Responses to Persuasion (New York: McGraw-Hill, 1978). 19. Joseph Marinelli, Anastasia Schleck, "Collecting, Processing Data for Marketing Research Worldwide", Marketing News, August 18, 1997, p. 12, 14; Naresh K. Malhotra. "A Methodology for Measuring Consumer Preferences in Developing Coua: ries". International MarKctin^ Review, Autumn 1988, p. 52-66. 20. Rachel Miller, "On the Right Track", Marketing, October 9, 1997, p. 29-31; Business Week, December 14, 1992. 21. "Differences in Research Ethics Judgments between Male and Female Marketing Professionals", Journal of Business Ethics, 1989, p. 375—381. См. также статью Anusom Singhapakdi, Scott J. Vitell, Kumar C. Ra apalli Kenneth 1.. Kraft, "The Perceived Role of Ethics and Social Responsibility: A Scale Development", Journal of Business Ethics. November 1996, p. 1131 — 1140.


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Источник: Нэреш К. Малхотра. Маркетинговые исследования. Практическое руководство. 3-е изд., пер. с англ. - М.: — 960 с.. 2002
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