Research Methods and Tools
The SOCO Scale: A Measure of Customer Orientation of SalespeopleJan 1, 1982 Robert Saxe and Barton A. Weitz, 1982, 82-113
Develops and tests a scale that measures the degree to which a salesperson engages in customer-oriented selling; relates use of a customer-oriented approach to sales performance and environmental characteristics.
Market Measurement and AnalysisDavid B. Montgomery and Dick R. Wittink, 1980, 80-103
Presents 41 papers relevant to the measurement of response to marketing communication; sales forecasts for new and existing products; market definition and segmentation; development and analysis of advertising, product, pricing, and distribution strategy; managerial decision making; models of consumer values, attitudes, and purchase behavior; and marketing testimony for legal problems.
Retail Patronage BehaviorJan 1, 1980 Edgar A. Pessemier, 1980, 80-112
Describes key measures of retail patronage behavior and shows how formal quantitative analysis of patronage behavior can help guide strategic merchandising decisions.
Retail Assortments Some Theoretical and Applied ProblemsJan 1, 1980 Edgar A. Pessemier, 1980, 80-111
Demonstrates how techniques for measuring both quantitative and qualitative elements of a retail assortment can help managers achieve and control retail inventories more effectively.
Toward the Development of Industry Standards for Response and Nonresponse RatesJan 1, 1980 Frederick Wiseman and Philip R. McDonald, 1980, 80-101
Reports results from a survey of commercial research firms and client companies concerning their definition and calculation of various response and nonresponse rates.
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