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Marketing

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Review of

Marketing Research

Review of Marketing Research
VOLUME 1

Naresh K. Malhotra
Editor

M.E.Sharpe
Armonk, New York London, England

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Copyright © 2005 by M.E.Sharpe, Inc. All rights reserved. No part of this book may be reproduced in any form without written permission from the publisher, M.E. Sharpe, Inc., 80 Business Park Drive, Armonk, New York 10504. Library of Congress ISSN: 1548-6435 ISBN 0-7656-1304-2 (hardcover) Printed in the United States of America The paper used in this publication meets the minimum requirements of American National Standard for Information Sciences Permanence of Paper for Printed Library Materials, ANSI Z 39.48-1984.

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CHAPTER TITLE

5

REVIEW OF MARKETING RESEARCH
EDITOR: NARESH K. MALHOTRA, GEORGIA INSTITUTE OF TECHNOLOGY

Editorial Board Rick P. Bagozzi, Rice University Ruth Bolton, Arizona State University George Day, University of Pennsylvania Morris B. Holbrook, Columbia University Michael Houston, University of Minnesota Shelby Hunt, Texas Tech University Dawn Iacobucci, Northwestern University Arun K. Jain, University at Buffalo, State University of New York Barbara Kahn, University of Pennsylvania Wagner Kamakura, Duke University Donald Lehmann, Columbia University Robert F. Lusch, University of Arizona Kent B. Monroe, University of Illinois, Urbana A. Parasuraman, University of Miami William Perreault, University of North Carolina Robert A. Peterson, University of Texas Nigel Piercy, University of Warwick Jagmohan S. Raju, University of Pennsylvania Brian Ratchford, University of Maryland Jagdish N. Sheth, Emory University Itamar Simonson, Stanford University David Stewart, University of Southern California Rajan Varadarajan, Texas A&M University Barton Weitz, University of Florida

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