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

Greg Rogers and Didier Soopramanien

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.

Econometric modelling
Conjoint analysis
Strategy

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

Greg RogersProcter & Gamble

Didier SoopramanienLancaster University

INTRODUCTION

Academics and practitioners use conjoint experiments in various sectors such as travel...

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