A simple method of scoring the Thurstone Attitude Scales is presented, which does not involve the use of a judging group and yet is found in several samples to be consistently more reliable than the original method of scoring. The scores obtained by the two methods correlate highly (median T = .88), indicating that they are measuring essentially the same thing.

This paper develops a concise customer satisfaction survey instrument to help organizations measure satisfaction with their services. A seven‐stage process was used to develop the instrument. Following pilot studies, a preliminary instrument of 24 items was administered to consumers of a variety of business firms and government agencies providing service to customers or clients. After further analysis, a revised instrument was developed consisting of 18 statements. Additional analysis and further purification led to an even more parsimonious final version of the customer satisfaction survey, employing nine statements in two factors; satisfaction with the personal service (SatPers) and satisfaction with the service setting (SatSett). Organizations could use the scale internally to identify their strengths and weaknesses, as well as measuring their customer satisfaction.

The present study investigates changes in the shopping behavior of today's mall patrons as opposed to those in the early 1990s. Data collected in the sample surveys included respondents' demographic attributes, shopping motivations, situational factors, and purchase behaviors. Although no differences were found between the demographics of the respondents in the earlier and later periods, we discovered significant differences in shopping patterns and purchase behaviors. Compared with the shoppers in the early 1990s, today's mall patrons tend to be more leisure driven, they have a greater concern for merchandise selection, and they visit the mall less often but make more purchases per visit. The findings also reveal that situational variables are more likely to have an impact on shoppers' purchase decisions today than they did before. Based on the study's findings, we suggest a number of pragmatic strategies to aid store and mall managers in their marketing efforts with regard to consumers today.

Sports events are a prime place-based medium for promoting a company's brands. This study investigates the demographics, brand recall, and brand preference of spectators at the Ryder golf and Lipton tennis tournaments. The demographic profile of spectators can be valuable information to brand advertisers. The demographics of the spectators at the two tournaments were similar in important respects, although there were (face valid) differences where these might be anticipated. The study indicates that there are differences between spectators' recall of, and preference for, brands sponsoring both the golf and tennis events, or just one of them. The overall correlations between brand recall and brand preference were significantly high in all instances. Implications of similarities and differences between recall and preference with respect to particular brands are discussed.This study is based on data which were originally gathered by students under the supervision of Henry A. Laskey and J.A.F. Nicholls. EuropeanJournal of Marketing 33,3/4 366 companies may emphasize awareness of the brand or they may emphasize benefits, which become motivations for preference or purchase of the brand.With such copious amounts of money being poured into sports marketing, measures of effectiveness are very necessary (Meenaghan, 1991b;Witcher et al., 1991). Until effectiveness measures for this advertising medium are created, most sponsors will``waste money'' and sponsorship of sports events will be à`h igh-rollers game'' (Advertising Age, 1991;Kim, 1993). Moreover, sponsorship of events is usually accompanied by an additional budget to cover the cost of broadcast advertising. It would appear that some companies were premature in thinking that sports sponsorship was approaching saturation (Wilber, 1988). A greater variety of corporations, in increasing number, is committing promotional resources to sports sponsorship (Promo, 1993). The setting of this paperTo use their sponsorship budgets effectively, Banks (1992) suggested that corporations need measures of commercial performance, such as awareness, recall, and attitude. Recall of brands as a measure of effectiveness has also been reported by Dubow (1994) and Wells et al. (1995). In the absence of a valid measure of effectiveness, one company has estimated the value of bowl sponsorship during the American football season by calculating the implicit advertising cost of lineage devoted to the event that is published in newspapers and magazines, locally and nationally (McCarthy, 1991). The need to resort to such a time-consuming approach indicates there was no published media measure readily available.This exploratory paper compares two of Banks' (1992) measures of advertising effectiveness: spectators' brand recall and brand preference. If the degree of recall and preference differ by brands, sponsors may feel they need to concentrate on influencing one or the other. This may well affect copy content.The research was conducted at two prominent tournaments in the US, featuring championshi...

Compares the shopping behavior of Chilean consumers with those in the USA. Chilean mall visits were driven, first and foremost, by purchase; in contrast, consumers in the USA visited their mall for more diverse reasons, largely revolving around entertainment. In addition to shopping motives, our data revealed noticeable differences between the two populations in their way of selecting the mall, their shopping characteristics, and purchase patterns. In the final analysis, however, when the shoppers in Chile and the USA left their respective malls, at least four-fifths of each group had made some kind of purchase, whatever their initial shopping motivation.