Metrics That Matter: Identifying the Importance of Consumer Wants and Needs
Martin R. LautmanMarketing Channels, Inc.
Koen PauwelsTuck School of Business Dartmouth College
INTRODUCTION
The efficient allocation of marketing and promotion resources frequently is dependent on the ability of an organization to answer the deceptively simple retrospective question, “Why did customers, noncustomers, or prospects act as they did?” or, prospectively “Why did customers, noncustomers, or prospects indicate that they are intending to take some future action?”
Market research practice provides a well-accepted forum for addressing what might be termed the “what” question that underlies the “why” question; that...