haku: @author Green, P. / yhteensä: 5
viite: 3 / 5
| Tekijä: | Green, P. Krieger, A. |
| Otsikko: | Attribute importance weights modification in assessing a brand's competitive potential |
| Lehti: | Marketing Science
1995 : VOL. 14:3/1-2, p. 253-270 |
| Asiasana: | CONSUMER CHOICE BRANDS MARKETING |
| Kieli: | eng |
| Tiivistelmä: | Increasingly, researchers in marketing are recognizing the "liability" of attribute importance weights derived from measurement techniques, such as conjoint analysis. As has been suggested by Simonson and Tversky, attribute importance weights can be sensitive to competitive product context and to purchase situation. This paper describes and applies a procedure for adjusting conjoint importance weights to predict consumers' actual or potential product choices. The authors discuss the approach from both a descriptive and prescriptive viewpoint. |
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