Development of a Content Analytic System for Analysis of Bargaining Communication in Marketing
Open Access
- 1 February 1978
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 15 (1) , 93-102
- https://doi.org/10.1177/002224377801500111
Abstract
A content analytic system focused on marketing communications can provide important insights into bargaining behavior. This article concerns testing the reliability and assessing the validity of a theoretically based communication categorization scheme.Keywords
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