Modeling an Organizational Buyer's Product Evaluation Strategy: Validity and Procedural Considerations
Open Access
- 1 August 1976
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 13 (3), 211-224
- https://doi.org/10.1177/002224377601300301
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.Keywords
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