The truth is out there! How external validity can lead to better marketing decisions

Marketing managers typically have to use and integrate many pieces of data and marketing intelligence when taking decisions such as whether to launch a product and, if so, at what price.

The truth is out there! How external validity can lead to better marketing decisions

Greg RogersProcter & Gamble

Didier SoopramanienLancaster University


Academics and practitioners use conjoint experiments in various sectors such as travel demand, planning and new product development. Conjoint analysis is the process of collecting and analysing information on decisions made by consumers when they have to trade off different value propositions of goods and services. For a more comprehensive review of the various methods and applications of conjoint analysis, the interested reader is directed to the following references: Wittink et al.(1994); Green...

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