Abstract:
We have then compared the efficiency of four different methods of measuring propensity to buy and the conclusion from this comparison would appear to be that the gift scale method which we have developed has the greatest likelihood of yielding satisfactory results for a variety of brands and products.
This could also be of interest:
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Multi-dimensional analysis of propensity to purchase
Catalogue: Seminar 1968: Operational Research In Marketing
Author: Herbert Steiner
 
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State of the art multi media index
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Company: Nielsen
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