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Formulation of an index of propensity to buy

Date of publication: June 15, 1963

Catalogue: ESOMAR/WAPOR Conference 1963

Author: James Rothman

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.

James Rothman

Author

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Citation

Rothman, J. (1963a, June 15). Formulation of an index of propensity to buy. ANA - ESOMAR. Retrieved June 22, 2025, from


https://ana.esomar.org/documents/formulation-of-an-index-of-propensity-to-buy