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首页> 外文期刊>International journal of technology and educational marketing >The Relationship between Purchase Intentions and Recommend Intentions in Assessing Market Potential for Graduate Degree Programs: Uncollapsed and Collapsed Recommend Intentions
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The Relationship between Purchase Intentions and Recommend Intentions in Assessing Market Potential for Graduate Degree Programs: Uncollapsed and Collapsed Recommend Intentions

机译：在评估研究生学位课程的市场潜力时购买意愿与推荐意愿之间的关系：未折叠和折叠的推荐意愿

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摘要

The Net Promoter Score® (NPS) system measures recommend intentions on an 11-point scale that is then collapsed into three ranges: 0-6 (Detractors), 7-8 (Passives), and 9-10 (Promoters). With a five-point scale, the equivalent pooling scheme is 1-3 = Detractors, 4= Passives, and 5= Promoters. Questions can be raised about the strength of the predictive ability of the recommend intention and the method of pooling of ratings. In two market potential studies for proposed graduate programs, five-point recommend intentions and purchase intentions were used to gauge interest. The recommend intentions were collapsed into the unbalanced NPS categories and into a more conventional balanced scheme (1-2, 3, 4-5). In each data set, the uncollapsed (five-point) recommend intention and the two collapsed (three-point) recommend intention ratings were then correlated with the five-point purchase intention. All correlations were low, which points to non-redundancy between recommend and purchase intentions, and suggests the need for both metrics in studying market potential. The NPS-style collapse did not improve the magnitude of the association.
机译：Net PromoterScore®（NPS）系统以11分制来衡量推荐意图，然后将其分解为三个范围：0-6（拒绝者），7-8（被动者）和9-10（促进者）。对于五分制，等效的合并方案为1-3 =劣势者，4 =被动者和5 =发起者。可以提出有关推荐意图的预测能力的强度以及评级汇总方法的疑问。在针对拟议的研究生课程的两项市场潜力研究中，使用了五点推荐意图和购买意图来衡量兴趣。推荐意图被分解为不平衡的NPS类别和更常规的平衡方案（1-2、3、4-5）。然后，在每个数据集中，未折叠的（五分）推荐意图和两个折叠的（三分）推荐意图评级与五分购买意图相关。所有相关性都很低，这表明推荐和购买意愿之间没有冗余，并且表明在研究市场潜力时需要两个指标。 NPS样式的崩溃并没有改善关联的程度。

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