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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

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  • Michael J. Roszkowski

    (La Salle University, Philadelphia, PA, USA)

Abstract

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.

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  • Michael J. Roszkowski, 2015. "The Relationship between Purchase Intentions and Recommend Intentions in Assessing Market Potential for Graduate Degree Programs: Uncollapsed and Collapsed Recommend Intentions," International Journal of Technology and Educational Marketing (IJTEM), IGI Global, vol. 5(2), pages 1-18, July.
  • Handle: RePEc:igg:jtem00:v:5:y:2015:i:2:p:1-18
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