Maximum Difference Scaling (MaxDiff) is an essential method in marketing concerning forecasting consumer purchase decisions and general product demand. However, the usefulness of traditional MaxDiff studies suffers from two limitations. First, it measures relative preferences, which prevents...

This book provides a comprehensive discussion of market research and analysis, covering key concepts, process descriptions, qualitative and quantitative techniques for market research and data analysis, and application scenarios. Although it is not an academic textbook, it is geared toward...

1. Introduction -- 2. The Elements of a Panel -- 3. The Production Process -- 4. The Market for Panel Research -- 5. Institutional Panels -- 6. Panels for Media Markets -- 7. Special Panels -- 8. Product and Period Description -- 9. Shops and Household Characteristics -- 10. Facts of the Retail...

Purpose Adaptive conjoint analysis (ACA) is a market research methodology for measuring utility in business-to-business and customer studies. Based on partial profiles, ACA tailors an experiment’s design to each respondent depending on their previously stated preferences, ordered in a...

The fulfillment of customers’ wishes in a profitable way requires that companies understand which aspects of their product and service are most valued by the customer. Conjoint analysis is considered to be one of the best methods for achieving this purpose. Conjoint analysis consists of...

Purpose – The purpose of this paper is to investigate whether providing additional prompts in a visitor expenditure survey results in higher reported expenditure. Design/methodology/approach – Respondents to a self‐completion survey of event visitors were randomly allocated either an...