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Consumer Acquisition Patterns for Durable Goods: A Rasch Analysis

European Journal of Marketing

ISSN: 0309-0566

Publication date: 1 August 1990


There has been considerable research into the pattern of consumer durable purchase. Most of the research has used Guttman scaling as the basis of the analysis but there are some problems in using this method with durable ownership data. It is suggested that Rasch scaling is an alternative approach and the results of analysing a data set which had previously been analysed using Guttman scaling are analysed. The advantages of Rasch modelling are outlined and some implications of the results are discussed.



Soutar, G.N., Bell, R.C. and Wallis, Y.M. (1990), "Consumer Acquisition Patterns for Durable Goods: A Rasch Analysis", European Journal of Marketing, Vol. 24 No. 8, pp. 31-39.




Copyright © 1990, MCB UP Limited