An empirical test of six stated importance measures

Keith Chrzan and Natalia Golovashkina

This paper reports on a web-based commercial customer satisfaction study consisting of 1284 respondents, which measured stated attribute importance using six different methods (importance ratings, constant sum, Q-sort, maximum difference scaling, unbounded ratings and magnitude estimation).
  

An empirical test of six stated importance measures

Keith Chrzan and Natalia GolovashkinaMaritz Research

BACKGROUND

In order to sell their products or services, marketers, brand managers and new product development teams need to know which aspects of their products or services are more important than others. By measuring, monitoring and enhancing performance on the important product or service attributes, marketers seek to increase the value of their offerings to the market and thus to increase sales.

To support these efforts, applied marketing researchers measure attribute importance in a variety of research situations. For example:

  • in...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands