An Improved Method For The Quantitative Assessment Of Customer Priorities

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Executive Summary

A number of marketing contexts require the quantitative assessment of customer priorities like - Consider the introduction of a newer version of a product, or consider enhancing a service such as a hotel or a airline. The focus in this paper is on measuring the importance's (or values) customers attach to a large (ten or more) number of topics (or features, or attributes). It is related to, but different from, conjoint analysis in which the measurement of values takes place over topics and the levels of those topics. Our focus is on the measurement of topic importances at the individual respondent level, rather than merely at the aggregate level.

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