The benefits of using reduced item variable scales in marketing segmentation

This study investigated the use of two reduced item constructs in marketing research, Involvement Scale and Consumer Expertise and their relationships. Previous findings suggested that both constructs could use reduced items and that they would be useful as marketing segmentation tools. Response rat...

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Bibliographic Details
Main Authors: Paul Taylor-West, James M. Saker, Donna Champion
Format: Default Article
Published: 2012
Subjects:
Other commerce, management, tourism and services not elsewhere classified
Reduced item scales
Expertise
Involvement
Automotive
Business and Management not elsewhere classified
Online Access:https://hdl.handle.net/2134/10546
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https://hdl.handle.net/2134/10546

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