Importance-Performance Analysis
Journal of MarketingPublished 1 January 1977
John A. Martilla, John James
Citations3,468
SJR quartileQ1
SJR score13.39
SNIP5.22
Generate an AI Snapshot to get a quick, structured summary of this paper.
Study Snapshot
ObjectiveStudy objective
MethodsResearch methodology
PopulationPopulation studied
Sample sizeSample sizes
OutcomesStudy outcomes here
ResultsStudy results comes here
LimitationsResearch study limitations comes here
A concise AI-generated summary of the paper will appear here once you click Generate AI Snapshot.
TL;DR
An easily-applied technique for measuring attribute importance and performance can further the development of effective marketing programs.
Abstract
An easily-applied technique for measuring attribute importance and performance can further the development of effective marketing programs.
Keywords
Business, Management and Accounting