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Estimation of Product Attributes and Their Importances

  • James P. WallaceIII
  • Alistair Sherret

Part of the Lecture Notes in Economics and Mathematical Systems book series (LNE, volume 89)

Table of contents

  1. Front Matter
    Pages I-V
  2. James P. Wallace III, Alistair Sherret
    Pages 1-55
  3. James P. Wallace III, Alistair Sherret
    Pages 56-94

About this book

Introduction

At this point in time, there is no generally accepted methodology for explaining and predicting human behavior given a product choice situation. This is true despite the critical importance of such meth­ odology to marketing, transportation and urban planning. While the social sciences provide numerous theories to be tested and the mathe­ matical and statistical procedures exist in general to do so, at this point, no single unified theory has emerged. It is generally accepted that to explain product choice behav­ ior,products must be described in terms of attributes. Using anyone of a number of procedures, it is possible to obtain measurements on the attributes of the products under consideration. However, there is no generally accepted methodology. Given the attribute profiles of two products, in order to explain and predict preference, it is necessary to determine the relative importance of each of the product attributes. Once again, there is no generally accepted methodology. There are two basic approaches: The first, called the attitudinal approach, obtains importance measure­ ments directly from respondents using one of many scaling techniques; the second, termed the inferential method endeavors to infer impor­ tances from product preference and attribute data. Since it is gen­ erally felt that respondents are unwilling and/or unable to provide meaningful importance measurements, the inferential method is most widely accepted.

Keywords

Marketing Mobile planning science and technology transport transportation utility

Authors and affiliations

  • James P. WallaceIII
    • 1
  • Alistair Sherret
    • 2
  1. 1.Marketing Systems Department, Chevrolet Motor DivisionGeneral Motors CorporationDetroitUSA
  2. 2.Peat, Marwick, Mitchell & Co.LondonEngland

Bibliographic information

  • DOI https://doi.org/10.1007/978-3-642-65753-5
  • Copyright Information Springer-Verlag Berlin Heidelberg 1973
  • Publisher Name Springer, Berlin, Heidelberg
  • eBook Packages Springer Book Archive
  • Print ISBN 978-3-540-06530-2
  • Online ISBN 978-3-642-65753-5
  • Series Print ISSN 0075-8442
  • Buy this book on publisher's site
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