Abstract
This paper reports findings bearing on the reliability of measures used in industrial marketing research surveys to identify the structure of buying groups.Results obtained in a pilot study of the purchase of lithographic plates by small printing firms revealed a lack of consensus about purchase influence between pairs of informants from the same or- ganizations.Further, the ratings appear to differentiate among roles but not stages in the decision process.n3%2.9
Keywords
BusinessMarketingPsychology
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Publication Info
- Year
- 1982
- Type
- article
- Volume
- 19
- Issue
- 2
- Pages
- 165-165
- Citations
- 179
- Access
- Closed
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Cite This
Alvin J. Silk,
Manohar U. Kalwani
(1982).
Measuring Influence in Organizational Purchase Decisions.
Journal of Marketing Research
, 19
(2)
, 165-165.
https://doi.org/10.2307/3151617
Identifiers
- DOI
- 10.2307/3151617