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- Publisher
- Emerald Publishing
- Copyright
- Copyright © Emerald Group Publishing Limited
- ISSN
- 0140-9174
- DOI
- 10.1108/eb028391
- Publisher site
- See Article on Publisher Site
Abstract
Repertory grid technique is a wellknown and important tool for market research. Frost and Braine 1967 went as far as to say In our view, the Repertory Grid represents an approach of such fundamental importance that we regard it as having as much potential in market research as any technique since the invention of the questionnaire. Grid technique has typically been used for identifying ideal product attributes. This article, however, gives an example of how the method was successfully used to investigate customers' views on a complex concept.
Journal
Management Research News – Emerald Publishing
Published: Oct 1, 1994