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- Publisher
- Emerald Publishing
- Copyright
- Copyright © Emerald Group Publishing Limited
- ISSN
- 0140-9174
- DOI
- 10.1108/eb027696
- Publisher site
- See Article on Publisher Site
Abstract
This paper reports on a study undertaken to explore the feasibility and usefulness of applying attitudinal data for the practical marketing purpose of increasing sales. Specifically the study sought reasons which led production engineers to prefer buying a specified make of machine tool from one supplier rather than another, its purpose being to recommend to British suppliers of a particular type of machine tool ways in which they might reposition their products to capture an increased share of their domestic market. The paper suggests how conventional methods of measuring attitudes in industrial markets can be supplemented by using the newer multidimensional scaling techniques developed initially for use in modelling consumer behaviour.
Journal
Management Research News – Emerald Publishing
Published: Feb 1, 1978