Multivariate Analysis of Differences in Buyer Decision Time
Journal of Marketing ResearchPublished 1 May 1971
Joseph W. Newman, Richard Staelin
Citations93
SJR quartileQ1
SJR score6.96
SNIP2.42
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Abstract
New data on the duration of the purchase decision process for cars and major household appliances are analyzed using two multivariate techniques (AID and MCA) in combination. The results emphasize the importance and complexity of interactions among variables and highlight the effects of previous experience in buying and using the product.
Keywords
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