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Author
Burgiel Aleksandra
Title
Metodyczne i praktyczne problemy identyfikacji liderów opinii wśród konsumentów (konstrukcja skali pomiarowej i możliwości jej zastosowania w działalności przedsiębiorstw)
Methodical and Practical Problems of the Identification of Opinion Leaders Among Customers (Construction of a Measurement Scale and Chances of its Application in Enterprises Activities)
Source
Prace Naukowe Akademii Ekonomicznej we Wrocławiu, 2003, nr 1004, s. 271-277, bibliogr. 18 poz.
Issue title
Badania marketingowe : metody, tendencje, zastosowania
Keyword
Lider opinii, Decyzje konsumenckie, Zachowania konsumenta
Opinion leader, Consumer decision, Consumer behaviour
Note
summ.
Abstract
Artykuł przybliża problemy związane z identyfikacją liderów opinii i badaniem ich roli społecznej i ich wpływu na konsumentów. Zwraca uwagę na konieczność opracowania i przetestowania skali do pomiaru skłonności do przywództwa opinii.

The paper presents the concept of opinion leaders and its managerial implications. In order to use the actual opinion leaders and their influence in the firm's activity one should be able to identify them among the customers. Hence, it was necessary to create the appropriate measurement tool, especially in the view of the fact that adequate scales had been already developed in the USA. This paper shows the results of multiphase research studies, aimed at preparing the Polish version of such a scale, i.e. valid and reliable instrument of measuring individual opinion leadership. (original abstract)
Accessibility
The Main Library of the Cracow University of Economics
The Library of Warsaw School of Economics
The Library of University of Economics in Katowice
The Main Library of Poznań University of Economics and Business
The Main Library of the Wroclaw University of Economics
Bibliography
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Cited by
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ISSN
0324-8445
Language
pol
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