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The Purchase Intention Question in New Product Development: A Field Test
James W. Taylor, John J. Houlahan and Alan C. Gabriel
Journal of Marketing
Vol. 39, No. 1 (Jan., 1975), pp. 90-92
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/1250813
Page Count: 3
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When respondents say they are "definitely interested" in buying a test product, do they really mean it? This study provides a partial answer.
Journal of Marketing © 1975 American Marketing Association