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Research Paper

This study from McDonald's UK, the quick-service restaurant chain, seeks to understand how a menu may be rationalised to simplify consumer choice without a negative impact on sales.

Research Paper

This paper reports on a global survey research project for InterContinental Hotels Group (IHG) - utilising an implicit approach and behavioural economics - that helped IHG's Holiday Inn brands identify key areas for investment to enhance the customer experience.

Research Paper

The authors propose a Plackett-Burman experimental design to rearrange profiles in blocks in choice-based conjoint analysis as an alternative technique for measuring preferences that accommodate large numbers of options.

Research Paper

This paper demonstrates how Carrefour, the supermarket chain, combined market research principles with big data to improve ROI from its loyalty programme in Belgium.

Research Paper

Ratings-based conjoint analysis suffers two problems: the distortion raised by consumer perceptions of brand equity, and the lack of efficiency of probabilistic models for estimating preference shares.

Research Paper

Traditional choice-based conjoint methods are based on an unrealistically rational model of consumer decision-making.

Research Paper

This article explains how Boots, the UK beauty and personal care retailer, used online surveys to understand how much more consumers are willing to pay for better quality service and in-store experiences.

Research Paper

This paper discusses ways of combining product testing and marketing message testing in Asia. Commonly, product testing is undertaken, followed by messaging research, but this is inadequate as is does not allow for optimisation.

Research Paper

Recent studies have revealed that a celebrity's endorsement of a product or service positively influenced the purchase intention of the consumer.

Research Paper

This paper explains how PATH, a non-profit health-focused organisation, utilised healthcare market research in a public health campaign.

Research Paper

Improving the predictive validity of conjoint analysis has been an important research objective for many years.

Research Paper

Identifying relevant attributes or variables is the first objective of conjoint analysis in market research.

Research Paper

This ESOMAR paper looks at how to integrate behavioural economics insights with conjoint analysis, thereby making predictions more valid while maintaining the core advantages of conjoint analysis.

Research Paper

Using the example of a research project for the CSOB, a leading Czech bank, this presentation demonstrates how a research assignment can be turned into a highly useful, multi-purpose tool benefiting both the client and the bank's customer.

Research Paper

We propose a model that allows analysts to capture and quantify realistic non-linear, non-compensatory effects in customer satisfaction modelling.

Research Paper

Conjoint Analysis (CA) is a technique heavily used by industry in support of product development, pricing and positioning, and market share predictions.

Research Paper

Discrete choice experiments are analysed using multinomial logit models. One key trait of these models is that independent variables are usually based on alternative related characteristics, such as the price of different options or the commute time for different travel alternatives.

Research Paper

Marketing managers typically have to use and integrate many pieces of data and marketing intelligence when taking decisions such as whether to launch a product and, if so, at what price.

Research Paper

In ‘Rethinking data analysis – part one: the limitations of frequentist approaches’ (Kent 2009) it was argued that standard, frequentist statistics were developed for purposes entirely other than for the analysis of survey data; when applied in this context, the assumptions being made and the limitations of the statistical procedures are commonly ignored.

Research Paper

It is often argued that people act in an effort to maximise their utility (the classic view of 'homo economicus').

Article

This article describes the Kano model, a flexible tool for customer satisfaction (CSM) studies. The model relates product features to customer needs, and identifies four types of product feature: exciters, satisfiers, dissatisfiers, and indifferent.

Research Paper

To forecast purchase decisions, different conjoint-based approaches have been discussed. Nevertheless, there is no clear evidence on which variant performs best.

Research Paper

One implicit assumption in conjoint measurement is that respondents solve the conjoint tasks by using some form of weighted additive rule for preference judgements.

Research Paper

The paper describes how predictive research analytics has been used to optimise MyTravel's property portfolio, resulting in a redefined hierarchy of importance in terms of what guests want from a hotel.

Research Paper

Maxdiff is claimed to be a promising method, better than classical ranking methods and even proclaimed a 'poor man's conjoint', easy to use and interpret.