Marker Variables

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john john's picture
Joined: 03/14/2012

Hello everyone,

Marker variables are variables that previous research has shown to load highly on the factor being considered
and very little on any other factor (Cattell, 1988; Gorsuch, 1974).

I am having difficulty understanding what marker variables to use for need recognition, information search, evaluation of alternatives, purchase and post-purchase factors of the buying-decisions process.

Thank you very much in advance.