Browsing Working Papers by Author "Chhabra, H. S."

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    • A generalised scale for pretesting print advertisements 

      Mehta, Subhash C.; Chhabra, H. S.; Raju, V. R. (2010-03-20)
      The Working Paper presents the findings of a research study which was initiated to develop a generalized scale which could be used to pretest an advertisement prepared by an agency or to compare alternate advertisements ...

    • Organisational buying: supplier evaluation criteria for standard products 

      Mehta, Subhash C.; Khurana, Rakesh; Chhabra, H. S. (2010-03-14)
      The basic objective of the study was to understand the relative importance of various supplier attributes as perceived by purchase executives in India. The second objective of the study was to find out whether there were ...