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| Author: | Turksen, I. Willson, I. |
| Title: | A fuzzy set model for market share and preference prediction |
| Journal: | European Journal of Operational Research
1995 : APR 6, VOL. 82:1, p. 39-52 |
| Index terms: | MARKETING MODELS CHOICE THEORY UTILITY THEORY |
| Language: | eng |
| Abstract: | This paper presents a new method of modelling preferences using fuzzy sets. A fuzzy set conjoint model is developed by incorporating fuzzy measurement of evaluations into the vector preference model. A comparison test of rank prediction is conducted on data gathered from consumer subjects by an adaptive software program. A methodology is developed to generate aggregate crisp market share estimates from individual fuzzy set preference predictions. |
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