The Handbook of Marketing Research: Uses, Misuses, and Future Advances comprehensively explores the approaches for delivering market insights for fact-based decision making in a market-oriented firm. Divided into four parts, the Handbook addresses (1) the different nuances of delivering insights; (2) quantitative, qualitative, and online data gathering techniques; (3) basic and advanced data analysis methods; and (4) the substantial marketing issues that clients are interested in resolving through marketing research.

Conjoint Analysis: Understanding Consumer Decision Making

Conjoint analysis: Understanding consumer decision making

How do consumers choose among alternatives that are characterized by multiple attributes? This is a fundamental question for all marketers, and a variety of market research techniques have been developed over the years to answer this question.

L. L. Thurstone (1927), a psychometrician, provided a theoretical framework that led to understanding choice in comparative judgments as the result of utility maximization. Individuals make the choices that, at the point of decision, they believe will maximize their gain. As a simple formulation, the theory holds that the probability of choosing a given alternative is equal to the probability that the utility of that alternative is greater than the utility of any of the other alternatives under ...

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