We examine the nature of best-worst data for modeling consumer preferences and predicting their choices. We show that, contrary to the assumption of widely used models, the best and worst responses do not originate from the same data-generating process. We propose a sequential evaluation model...

The identification of optimal product and package designs is challenged when attributes and their levels interact. Firms recognize this by testing trial products and designs prior to launch where the effects of interactions are revealed. A difficulty in conducting analysis for product design is...

Research in marketing, and business in general, involves understanding when effect-sizes are expected to be large and when they are expected to be small. Understanding the contexts in which consumers are sensitive to offers, and variables such as price, is an important aspect of merchandising,...