JOURNAL
The accuracy of the Juster Scale for predicting purchase rates of branded, fast-moving consumer goods / by Mike Brennan and Don Esslemont
- Date
- May 1994
- By
- Brennan, Mike, Esslemont, Don
- Description
Demonstrates that it is possible to obtain quite accurate estimates of market share for branded products using the Juster Purchase Probability Scale, as well as accurate estimates of the purchase rate for each brand. Recommends as procedures the use of the Juster Scale to obtain purchase probabilities for each of the major brands in a product category, as well as for the brand category itself. Estimates both brand share and brand purchase rates from this data.
- Additional description
Includes figures, notes, references, tables
Audience: Research
- Source
- Marketing bulletin (Massey University. Dept of Marketing), May 1994; n.5:p.47-52; issn:
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