Accessible and reader-friendly this handbook promotes the curent overarching business philosophy of customer//market focus by emphasizing the need for market research to provide the insights required for making decisions. This book identifies such troubling current trends as biased sample answers on long questionnaires, and `professionals' whose job is to skew focus group responses. Top international researchers from both academia and practice have come together here to provide a broad range of ideas and applications.

Conjoint Analysis: Understanding Consumer Decision Making

DavidBakkenHarris Interactive
Curtis L.FrazierMillward Brown

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 ...

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