NEW PRODUCT SCREENING VIA THE INTENTION‐TO‐BUY SCALE*
讨论了购买意愿量表数据用于早期产品筛选的现有方法，指出风险评估作用有限，并提出了纳入风险因素的评估规则及其对产品选择的实用性。
ABSTRACT Data obtained from the intention‐to‐buy scale often are used for early product screening. The authors discuss current procedures to evaluate these data and indicate the minor rote that risk assessment has played. Evaluation rules that incorporate the risk factor are presented, and their usefulness for product selection is discussed.