Measuring Influence in Organizational Purchase Decisions

Abstract

This paper reports findings bearing on the reliability of measures used in industrial marketing research surveys to identify the structure of buying groups.Results obtained in a pilot study of the purchase of lithographic plates by small printing firms revealed a lack of consensus about purchase influence between pairs of informants from the same or- ganizations.Further, the ratings appear to differentiate among roles but not stages in the decision process.n3%2.9