Measuring preference for product benefits across countries

Steve Cohen and Leopoldo Neira

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.

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 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...

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