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| Author: | Westwood, D. Lunn, T. Beazley, D. |
| Title: | The trade-off model and its extensions |
| Journal: | Journal of the Market Research Society
1997 : JAN, VOL. 39:1, p. 6-20 |
| Index terms: | TRADE MODELS CONSUMERS |
| Language: | eng |
| Abstract: | The main objective of this paper is to discuss the Trade-off Model - a new approach to understanding and measuring consumer value systems - and to illustrate some ways in which it is being applied to marketing problems. Trade-off is, of course, only one of a number of theories and models which are being used increasingly in market research. Indeed, the whole area of modelling is developing at a rapid pace and is, in the process, generating a certain amount of misunderstanding and controversy. |
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