Ordinal preference measures have a number of advantages relative to cardinal measures in the estimation of individual level multi-attribute utility functions. This paper: (a) outlines a theoretical foundation for estimating a cardinal scaled utility function from ordinal preference data, in...

Firms periodically alter the characteristics of their brands in hope of increasing their popularity and profitability. This paper develops and illustrates a methodology to evaluate these multi-dimensional repositioning strategies. We start by forwarding a procedure to estimate the multiattribute...

Marketers routinely make use of stated consumer preferences and the relative attribute importance weights implied by these preferences when making decisions on issues such as advertising messages and product design. Using this information as a basis for managerial decision-making is risky,...