Product-concept testing is a popular activity in marketing research. Often the number of new product/service concepts under study far exceeds the time available for any single respondent. Respondents therefore may receive only a subset of the concepts comprising the total design. Researchers are...

Ambiguity surrounds any importance measure in cases in which predictor variables are correlated. However, a new measure is proposed that has attractive properties, such as providing individual contributions that are both non-negative and sum to R2. The new measure is compared with four other...

In lieu of Abstract, here is the first paragraph: Jackson provides a clear statement of a basic (and noncontroversial) limitation of all "importance" measures in multiple regression-namely, there is no unambiguous measure of importance in the case of correlated predictor variables. Darlington...

A simple allocation model is developed in which response is assumed to be linear in the logs of the control variables. It is then shown that the optimal allocation of a fixed total resource is proportional to the partial regression weights when the linear-in-logs model is fitted by least...

Choice-constrained conjoint analysis (CCCA) is a new method for metric conjoint analysis studies. It computes part-worth utility functions that account for “revealed preference” — those products a respondent actually selects in an independent choice situation. CCCA uses an iterative...

Increasingly, researchers are becoming interested in the relationship of part-worth functions, obtained from conjoint analysis, to other aspects of the respondents (e.g., their demographics, preferences for current brands, etc.). This paper describes a straight-forward procedure for determining...

Two recently developed probabilistic multidimensional models for analyzing pairwise choice data are introduced, discussed in terms of their differential properties, and extended in several ways. The first one, the wandering vector model, was originally suggested by Carroll [12] and extended by...

Choice-based conjoint analysis has increased in popularity in recent years among marketing practitioners. The typical practice is to estimate choice-based conjoint models at the aggregate level, given insufficient data for individual-level estimation of part-worths. We discuss a method for...

A criticism of purchase-based brand loyalty measures is that they are confounded by the marketing mix variables that affect brand choice. This paper investigates the magnitude and direction of the associations for share of category requirements (SCR), defined as each brand's share among the...

We propose an approach for deriving joint space maps of bundle compositions and market segments from three-way (e.g., consumers x product options/benefits/features x usage situations/scenarios/time periods) pick-any/J data. The proposed latent structure multidimensional scaling procedure...