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
Pages483-489
Volume6
StatePublished - 1995

Cite this

Viswanathan, M., Childers, T., & Nagaraj, S. (1995). Using Magnitude Estimation Scaling in Marketing Research: An Application to Understand how Consumers Think about Product Attributes. In D. W. Stewart, & N. Vilcassim (Eds.), Proceedings, American Marketing Association Winter Educators’ Conference (Vol. 6, pp. 483-489). American Marketing Association.