Measuring Preference For Product Benefits Across Countries

Overcoming scale usage bias with Maximum Difference Scaling

Steve Cohen
SHC & Associates
Leopoldo Neira
LatiNetwork Dichter& Neira

Introduction

The measurement of consumer preferences has long been an area of interest to both academic and practicing researchers. Accurate measurement of preferences allows the marketer to gain a deeper understanding of consumers' wishes, desires, likes, and dislikes, and thus permits a better implementation of the tools of the marketer. After measuring preferences, a common activity is market segmentation, which permits an even more focused execution of the marketing mix.