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Keywords: Scale development
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Journal Articles
Market segmentation via attitudinal functions: a multi-method approach
Available to Purchase
Qualitative Market Research: An International Journal (2018) 21 (1): 63–81.
Published: 08 January 2018
... on these functional segments and, ultimately, maximizing the value created for each segment. Originality/value The value in this research lies in the integration of old concepts (functional approach and scale development) to solving a new problem. The functional approach reaches deep to determine “why attitudes...
