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The Evaluation of Subjective Information

George J. Brabb, Edmund D. Morrison

Journal of Marketing Research · 1964 · Volume 1 · Issue 4

DOI: 10.1177/002224376400100406

Abstract

This paper presents a model for the evaluation of individuals used as sources for subjective information. The evaluation is based upon the amount and nature of the individual's relevant experience and the consistency and completeness of the information he provides.

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