Marketers often use A/B testing as a tool to compare marketing treatments in a test stage and then deploy the better-performing treatment to the remainder of the consumer population. While these tests have traditionally been analyzed using hypothesis testing, we re-frame them as an explicit...

This paper presents a unified statistical model designed to measure brand equity as it changes over time; and gauge the impact of increased brand equity on consumer's product choices. Our model extends traditional models of brand equity which posit that strong brands are simply "more preferred"...

This essay contributes to the development of models that allow for heterogeneity across respondents in the error scale of the multinomial logit model. The potential to explain respondent heterogeneity by differences in error scale has been recognized for some time (Louviere 2001), but models...

Conjoint is one of the most popular methods in marketing research, widely used to understand how customers trade-off features of a product. Since product images have a strong influence on customer choice, it is natural to include images in conjoint studies. However, estimating the effect of...

Purpose– Customer value has recently become a primary focus among many strategy researchers and practitioners as an essential element of a firm's competitive strategy. Many firms are engaged in some form of customer value analysis (CVA), which involves a structural analysis of the antecedent...

Empirical demand functions (based on experimental studies, such as Choice Based Conjoint) are critical to many aspects of marketing, such as targeting and segmentation, setting prices and evaluating the potential of new products. While considerable work has been done on developing approaches for...

Successful product line design and development often requires balancing technical and market trade-offs. Quantitative methods for optimizing product attribute levels using preference elicitation (e.g., conjoint) data are useful for many product types. However, products with substantial...