Abstract: The paper is devoted to the usage of constant sum scale in marketing research. These scales are popular in attitude and preference modeling. They belong to the broader group of ipsative and
Although the order of survey questions as a bias on survey results has gained considerable attention, there appears to have been little interest in the effects of the order of stimuli presentation.
Effective communication of messages is integral to achieve social changes. Commonly used tools are mass media but they are expensive. Within the marketing literature there is movement towards service
The survival of museums in the leisure market is challenged by a growing experience economy. However, many still refrain from strategic experiential marketing strategies because they fear to
During the last decade, the traditional paternalistic approach to decisions in the realm of health care has been progressively replaced by the understanding of patients as sovereign consumers of
