Importance-performance analysis: common misuse of a popular technique
Josip Mikulić, Darko Prebežac and Marina Dabić
University of Zagreb, Croatia
In recent years, importance-performance analysis (IPA) has gained popularity in the wider management research area. The original methodology was introduced in 1977 by John A. Martilla and John C. James in a short Journal of Marketingarticle set within the context of the automobile industry. By comparing the importance and the performance of a series of personal car attributes, these authors set up a...