An improved, practical model of consumer choice
Len Marchant
Independent consultant
Phil Prescott
University of Southampton
Nic Jackson
Acet Limited
Introduction
A fundamental marketing problem is how to develop a framework for understanding consumers’ brand choices and an associated methodology for researching it. Ideally the framework and methodology should meet both qualitative and quantitative needs, so that transitions between operating in qualitative and quantitative research modes can be seamless. The aims of both qualitative and quantitative researchers must be to keep respondents engaged throughout the interview, to pose straightforward questions which respondents can answer simply to their own satisfaction, to...