(verbal protocols),
(measurement)
(interval scale)
(noncomparative scales)
(nominal scale)
(ratio scale) (ordinal scale)
(comparative scales)
(transitivity of preferences)
(rank order scaling)
(scaling)
Q- (Q-sort scaling)
(paired comparison scaling)
(constant sum scaling)
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1. "India End at 112", Indian Express, December 24,1997, p. 15.
2. Warren Shoulberg, "Mall People", Home Textiles Today, August 18, 1997, p. 16; "The Mailing of America", Quirk's Marketing Research Review, May 1990, p. 15.
3. Ken Gofton, "If It Moves Measure It", Marketing (Marketing Technique Supplement), September 4, 1997, p. 17; Jum C. Nunnally, Psychometric Theory, 2nd ed. (New York: McGraw-Hill, 1978), p. 3.
4. V. Srinivasan, Chan Su Park, "Surprising Robustness of the Self-Explicated Approach to Customer Preference Structure Measurement", Journal of Marketing Research, May 1997, p. 286291; Stanley S. Stevens, "Mathematics, Measurement and Psychophysics", in Stanley S. Steven (ed.). Handbook of Experimental Psychology (New York: John Wilev, 1951).
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6. Anne Fisher, "The World's Most Admired Companies", Fortune, October 27, 1997, p. 220.
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9. , . ., , Moonsig Kang, Antonie Stam, "PAHAP: A Pairwise Aggregated Hierarchical Analysis of Ratio-Scale Preferences", Decision Sciences, July-August 1994, p. 607-624.
10. Deborah L. Kellogg, Richard B. Chase, "Constructing an Empirically Derived Measure for Customer Contact", Management Science, November 1995, p. 1734-1749; Kirn P. Corfman, "Comparability and Comparison Levels Used in Choices among Consumer Products", Journal of Marketing Research, August 1991, p. 368-374.
11. Leah Rickard, "Remembering New Coke", Advertising Age, April 17, 1995, p. 6; "Coke's Flip-Flop Underscores Risks of Consumer Taste Tests", Wall Street Journal, July 18, 1985, p. 25.
12. . , , . . Naresh . Malhotra, Arun . Jain, Christian Pinson, "The Robustness of MDS Configurations in the Case of Incomplete Data", Journal of Marketing Research, February 1988, p. 95-102.
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13. Christian Genest, Shuang-Shuang Zhang, "A Graphical Analysis of Ratio-Scaled Paired Comparison Data", Management Science, March 1996, p. 335-339.
14. Rensis Likert, Sydney Roslow, Gardner Murphy, "A Simple and Reliable Method of Scoring the Thurstone Attitude Scales", Personnel Psychology, Autumn 1993, p. 689-690; L.L. Thurstone, The Measurement of Values (Chicago: University of Chicago Press, 1959). . Naresh . Malhotra, "Marketing Linen Services to Hospitals: A Conceptual Framework and an Empirical Investigation Using Thurstone's Case V Analysis", Journal of Health Care Marketing, March 1986, p. 43-50.
15. Thomas T. Semon, "Design of Taste Tests Depends on Product, Research Purpose", Marketing News, September 12, 1994, p. 5, 14; Tim Davis, "Taste Tests: Are the Blind Leading the Blind?", Beverage World, April 1987, p. 43-48, 85.
16. Michael W. Herman, Waldemar W. Koczkodaj, "A Monte Carlo Study of Pairwise Comparison Information Processing Letters, January 15, 1996, p. 2529.
17. Noel M. Noel, Nessim Hanna, "Benchmarking Consumer Perceptions of Product Quality wi Price: An Exploration", Psychology & Marketing, September 1996, p. 591604; E. Jan-Benedic M. Steenkamp, Dick R. Wittink, "The Metric Quality of Full-Profile Judgments and the Number Attribute Levels Effect in Conjoint Analysis", International Journal of Research in Marketing, Jui 1994, p. 275-286.
18. . Davi A. Harrison, Mary E. McLaughlin, Terry M. Coalter, "Context, Cognition, Common Methc Variance: Psychometric Properties and Verbal Protocol Evidence", Organizational Behavior & Huma Decision Processes, December 1996, p. 246-261; S.F. Gardial, D.S. demons, R.B. Woodruff, D.V Schumann, M.J. Bums, "Comparing Consumers' Recall of Prepurchase and Postpurchase Produc Evaluation Experiences", Journal of Consumer Research, March 1994, p. 548560.
19. David Glen Mick, "Levels of Subjective Comprehension in Advertising Processing and Their Relations to Ad Perceptions, Attitudes, and Memory", Journal of Consumer Research, March 1992 p. 411424; Peter L. Wright, "Cognitive Processes Mediating Acceptance of Advertising", Journal Marketing Research, February 1973, p. 5362; Peter L. Wright, "Cognitive Responses to Mass Media Advocacy and Cognitive Choice Processes", in R. Petty, T. Ostrum, T. Brock (eds.), Cognitive (Responses to Persuasion (New York: McGraw-Hill, 1978).
20. Joseph Marinelli, Anastasia Schleck, "Collecting, Processing Data for Marketing Research Worldwide", Marketing News, August 18, 1997, p. 12, 14; Naresh K. Malhotra, "A Methodology for Measuring Consumer Preferences in Developing Countries", International Marketing Review, Autumn 1988, p. 52-66.
21. Rachel Miller, "On the Right Track", Marketing, October 9, 1997, p. 29-31; Business Week, December 14, 1992.
22. I.P. Akaah, "Differences in Research Ethics Judgments between Male and Female Marketing Professionals", Journal of Business Ethics, 1989, p. 375381. . Anusom Singhapakdi, Scott J. Vitell, Kumar C. Rallapalli, Kenneth L. Kraft, "The Perceived Role of Ethics and Social Responsibility: A Scale Development", Journal of Business Ethics, November 1996, p. 1131 -1140.
23.www.dominos.com
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