Donald G. Morrison

Do We Really Need Multiple-Item Measures in Service Research?

Aimée Drolet, Donald G. Morrison · Journal of Service Research · 2001 · 737 citations

Education, Marketing, Marketing Management +15

Counting Your Customers: Who-Are They and What Will They Do Next?

David C. Schmittlein, Donald G. Morrison, Richard Colombo · Management Science · 1987 · 649 citations

Business, Marketing, Marketing Management +16

On the Interpretation of Discriminant Analysis

Donald G. Morrison · Journal of Marketing Research · 1969 · 577 citations

Computing, Data Science, Feature Engineering +3

Measuring Variety-Seeking and Reinforcement Behaviors Using Panel Data

Barbara E. Kahn, Manohar U. Kalwani, Donald G. Morrison · Journal of Marketing Research · 1986 · 389 citations

Social Sciences, Behavioral Sciences, Psychology +11

Purchase Intentions and Purchase Behavior

Donald G. Morrison · Journal of Marketing · 1979 · 346 citations

Business, Marketing, Marketing Management +11