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...