2015 | OriginalPaper | Buchkapitel
An Alternative Textbook Selection Method
verfasst von : Donald P. Robin, S. Roland Jones, Nancy D. Marlow
Erschienen in: Proceedings of the 1985 Academy of Marketing Science (AMS) Annual Conference
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Evaluating and selecting a basic marketing text-book is a judgemental process. This study suggests the use of a quantitative technique not as a substitute for decision-making, but as a tool to guide those making the decision. The results of using multidiirensional scaling (MDS) techniques as an objective method to guide the textbook selection process are reported.