Validity and Reliability of Criterion-Based Preferences
Open Access
- 1 February 1978
- journal article
- other
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 15 (1) , 154-160
- https://doi.org/10.1177/002224377801500119
Abstract
Preference as a criterion in marketing and consumer research has certain limitations. The findings of this study demonstrate that a part of the error observed in many studies is due to error in the criterion, error caused by the stochastic nature of preferences which lack behavioral significance.Keywords
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