Metrics That Matter: Identifying the Importance of Consumer Wants and Needs
Martin RLautman and Koen Pauwels
How can the importance of consumer wants and needs be quantified? Using data sets from multiple consumer brand and advertising tracking studies, several standard traditional market research techniques are compared to vector autoregression (VAR) modeling.
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...
