The trade-off model and its extensions

Dick Westwood, David Beazley and Tony Lunn

This 1975 paper marked the launch onto the European market research scene of both the trade-off method of estimating consumer values and also Micro-Behavioural Modelling (MBM) more generally.
  

The Trade-off Model and its Extensions1

Dick Westwood Tony Lunn andDavid BeazleyThen Research Bureau (Research International) Ltd

Foreword

INTRODUCTION

The main objective of this paper is to discuss the Trade-off Model a new approach to understanding and measuring consumer value systems and to illustrate some ways in which it is being applied to marketing problems. Tradeoff is, or course, only one of a number of theories and models which are being used increasingly in market research. Indeed the whole area of modelling is developing at a rapid pace and...

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