Analysis of Purchase Intent Scales Weighted by Probability of Actual Purchase

The authors show how to incorporate actual purchase behavior data (usually from diaries) into the calculation of standard errors for making inferences about the proportion of purchasers from self-reported purchase intent. The case considered is for a single sample and two products, where interest is...

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Bibliographic Details
Published inJournal of marketing research Vol. 22; no. 1; pp. 93 - 96
Main Authors Mullet, Gary M., Karson, Marvin J.
Format Journal Article
LanguageEnglish
Published Chicago American Marketing Association 01.02.1985
SAGE PUBLICATIONS, INC
Subjects
Brands
Business
Consumer behavior
Covariance
Estimators
Marketing
Probability
Proportions
Purchasing
Random variables
Research Notes and Communications
Scale
Standard error
Statistical analysis
Statistical discrepancies
Statistical variance
Studies
Online AccessGet full text
ISSN0022-2437
1547-7193
DOI10.1177/002224378502200110

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Summary:The authors show how to incorporate actual purchase behavior data (usually from diaries) into the calculation of standard errors for making inferences about the proportion of purchasers from self-reported purchase intent. The case considered is for a single sample and two products, where interest is in the difference between the two groups in probability of purchase.
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ISSN:0022-2437
1547-7193
DOI:10.1177/002224378502200110