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Market segmentation with choice-based conjoint analysis
DeSarbo, Wayne S.; Ramaswamy, Venkatram; Cohen, Steven H. - 1995
Choice-based conjoint analysis has increased in popularity in recent years among marketing practitioners. The typical …
Persistent link: https://www.econbiz.de/10009476603
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Preference aggregation and repeat buying in households
Gupta, Sunil; Steckel, Joel H. - 1993
Marketing researchers have long used brand switching analyses and Markov transition matrices to gain insights into … in a panel. Our results show that marketing scientists have the potential to learn and test more hypotheses about the …
Persistent link: https://www.econbiz.de/10009476758
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Managerial judgment and forecast combination: An experimental study
Gupta, Sunil - 1994
This paper examines the role of managerial judgment in forming a final forecast, or judging the achievability of a critical level of sales, when multiple forecasts or opinions are available to the decision maker. Several factors that can help improve the quality of human intervention are...
Persistent link: https://www.econbiz.de/10009476760
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Introduction to theory and practice in marketing conference special section of marketing science
Gupta, Sunil; Hanssens, Dominique M.; Hauser, John R.; … - In: Marketing science : the marketing journal of the … 33 (2014) 1, pp. 1-5
Persistent link: https://www.econbiz.de/10010337978
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Introduction to Theory and Practice in Marketing Conference Special Section of Marketing Science
Gupta, Sunil - 2014
This special section is the result of an effort by several scholars to move marketing academic research toward greater … practical relevance. This initiative, called Theory Practice in Marketing (TPM), started with a conference at Columbia Business …
Persistent link: https://www.econbiz.de/10013058881