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.

Construction of Efficient Designs for Discrete Choice Experiments

Warren F.KuhfeldSAS Institute, Inc.

Experimental design is a fundamental tool in marketing research, particularly in conjoint analysis and choice modeling. Conjoint and choice experiments are popular research techniques that are used to study how consumers make preference evaluations and choice decisions. An experimental design provides ...

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