Table of contents
A Structure of Operational Marketing Research
Alan MercerStructures alternative methods used to determine marketing's quantitative pressure effects for retailing, consumer and industrial markets. Suggests manufacturers try to convince…
Factors Affecting Consumers' Choice between Manufacturer Brands and Retailer Own Labels
F. Livesey, P. LennonAssesses consumers' choice and behaviour with regard to manufacturer brands and retailer own labels and the contributions of these different approaches. Presents the results also…
Exploring Relations among Awareness Attitude and Behaviour
K. Grønhaug, J. ArndtReports results of an attempt to test temporal order of awareness, attitude and behaviour using the cross‐logged panel correlation technique — a method for establishing…
The Durable Purchasing Behaviour of the Individual Household
J. PickeringAttempts to draw together some main implications arising from studying usage of survey data forecasting the demand for durables. Posits that re‐interview tests are important…
Channel Power: A Form of Economic Exploitation
B. MallenAims to discuss virgin ground in marketing — channel exploitation. Briefly reviews the role of power in channel conflict and public policy recommendations are made. Discusses…
A User's Guide to Conjoint Measurement in Marketing
Ian FenwickOutlines the basis of the conjoint measurement technique method, illustrates its application and identifies user problems. Postulates that conjoint measurement is designed for…
ISSN:
0309-0566Online date, start – end:
1967Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Prof. Greg Marshall