The present study (1) develops a dynamic, individual hierarchical model of the importance of vacations to Quality of Life (QOL), and (2) introduces this concept as a novel segmentation base, acknowledging that not all people want to go on vacation. The proposed Grevillea Model of the Importance...

Survey research remains the most popular source of market knowledge, yet researchers have not yet established one consistent technique for measuring responses. Some market research companies offer respondents two answer options; others five or seven. Some answer formats use middle points on the...