Modeling an Organizational Buyer's Product Evaluation Strategy: Validity and Procedural Considerations

Abstract

The subjective weights an organizational buyer gave to different cues were estimated by regression procedures with data from an in-office product-concept evaluation task. Multiple validity tests of the estimated weighting coefficients were performed including cross-validations, comparisons with a “known-groups” model, and comparisons with self-reports. The effects on the estimated models of variations in the product-concept profiles used in the task also were examined. The results provide insight on the validity of cue-weighting evidence gathered under field conditions.