A test of the effects of retail store rating context on the stability of alternative multientity scaling methods

Article Abstract:

Multientity scaling is subject to context-induced instability resulting in unreliable measures. These instability problems could be rectified by holding the scaling method or the whole entity constant. Oral administration of questionnaires and the non-sequencing of questions or entities are alternative instability solutions. The multientity scaling questionnaire utilized in the retail store rating was a telephone interview which sharply reduced the potential for context instability generated by interaction.

User Contributions:

Comment about this article or add new information about this topic:

Comment:  (50-4000 characters)

Name:

E-mail:

Security Code:

Planning and performance assessment of industrial trade shows: an exploratory study

Article Abstract:

An evaluation of trade show performance shows that lead generation efficiency has a profound effect on vertical market-oriented shows as compared to horizontal shows. Other indices of trade show success are show types, booth personnel and show size with exhibit factors being revealed as a minor aspect. The study integrated trade show attendance information with manufacturer-provided information.

User Contributions:

Comment about this article or add new information about this topic:

Comment:  (50-4000 characters)

Name:

E-mail:

Security Code:

The complementary effect of trade shows on personal selling

Article Abstract:

The study investigates the complementarity between two dominant elements of the business marketing communications mix-personal selling and trade-from an integrated marketing communications (IMC) perspective. It concluded that exposure to trade shows can accelerate a customer's progression through the buying process.

User Contributions:

Comment about this article or add new information about this topic:

Comment:  (50-4000 characters)

Name:

E-mail:

Security Code: