Using Magnitude Estimation Scaling in Marketing Research: An Application to Understand how Consumers Think about Product Attributes

Madhubalan Viswanathan, Terry Childers, Sanjay Nagaraj

Research output: Chapter in Book/Report/Conference proceedingChapter

Original languageEnglish (US)
Title of host publicationProceedings, American Marketing Association Winter Educators’ Conference
EditorsDavid W. Stewart, Naufel Vilcassim
Place of PublicationChicago
PublisherAmerican Marketing Association
StatePublished - 1995

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