Measuring Preference For Product Benefits Across Countries
Overcoming scale usage bias with Maximum Difference Scaling
Steve Cohen SHC & AssociatesLeopoldo Neira LatiNetwork Dichter& Neira
Introduction
The measurement of consumer preferences has...
Measuring preference for product benefits across countries
This paper briefly reviews the standard practices of benefit measurement and benefit segmentation and, along the way, points out their deficiencies, and then introduces the reader to Maximum Difference Scaling, a method that the authors believe is a much more powerful method for measuring benefit importance – a method that is scale-free and thus very applicable to international segmentation research.
