The laws of choice: predicting customer behavior
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
New York, NY [u.a.]
Free Pr.
1997
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| Subjects: | |
| Online Access: | Publisher description Inhaltsverzeichnis |
| Physical Description: | XV, 448 S. graph. Darst. |
| ISBN: | 0684835452 |
Staff View
MARC
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| 245 | 1 | 0 | |a The laws of choice |b predicting customer behavior |c Eric Marder |
| 264 | 1 | |a New York, NY [u.a.] |b Free Pr. |c 1997 | |
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Record in the Search Index
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|---|---|
| adam_text | CONTENTS
Preface xi
Acknowledgments xiv
To the Reader xvi
PART I: THE FOUNDATIONS
Chapter 1: MARKETING AND CHOICE 3
A Personal Note 3
Nomenclature 5
Desires and Beliefs 6
The Primary Topics 7
Accessibility 10
The Choice Process 12
Marketing Strategy 14
The Eight Tools of Marketing 16
Chapter 2: DEFINING CHOICE RESEARCH 21
Chapter 3: FIRST PRINCIPLES OF CHOICE RESEARCH 24
Analysis 24
Interface with the Marketer 27
Chapter 4: THE FIRST LAW: THE LAW OF CONGRUENCE 30
Constructing Questions 30
The Law 35
PART II: INTEGRATED OFFERS
Chapter 5: MEASURING CHOICE 41
The Measuring Instrument 41
STEP Share and Market Share 45
v
Aggregate and Individual Data 52
Individual STEP Scores and Buying 54
Chapter 6: PRICE TESTING 59
Some Specific Studies 60
The STEP Database 67
The Price Demand Relationship 69
Chapter 7: CONCEPT TESTING 78
Durables 79
Consumables 82
Line Extensions and Cannibalization 85
Chapter 8: PRODUCT TESTING 88
The Product Testing Grid 88
Blind and Identified Tests 92
Chapter 9: PAIRED COMPARISONS 94
Theoretical Considerations 95
An Experiment 97
The Antecedent Effect 100
Chapter 10: DESERVED SHARE 105
Product STEP 105
Uncoupling 106
The Case for Blind versus Identified Tests 110
Two Experiments 112
Product Differences 118
What s in a Name 119
Chapter 11: WHAT STEP MEASURES 125
Chapter 12: BEYOND PRODUCT CATEGORY BOUNDARIES 130
VEST for Durables 133
VEST for Consumables 138
VEST STEP 138
PART III: THE STRUCTURE OF CHOICE
Chapter 13: THE ANATOMY OF QUESTIONS 143
Beliefs 144
Desirability 146
An Interjection About Improving Brands 147
The Numeric Scale 150
The Unbounded Write in Scale 15 5
Brand Choice 165
Direct Rank 170
Chapter 14: THE SECOND LAW: THE LAW OF PRIMACY 171
Desirability and Choice 171
The Tie Matrix 179
Desirability Rank and Choice 184
Product Category Differentiation 192
PART IV: SYNTHESIZED OFFERS
Chapter 15: STRUGGLING TO SEE THE OBVIOUS 197
The Strategy Planning Program 197
The Diagnostic Problem 200
A New Look at An Old Problem 203
Chapter 16: THE PARTITIONING OF CHOICE 205
Topics and Attributes 205
Desires and Beliefs 207
An Illustrative Three Person Market 209
The SUMM What If Game 211
Chapter 17: CONSTRUCTING THE MAP 219
Levels of Generality 220
Sequence Analysis 222
The Attribute Definition Pretest 225
The Primary Topics 226
Chapter 18: TWISTS AND TURNS IN MEASURING THE DESIRABILITY OF
ATTRIBUTES 229
The Top Attribute Method 231
The Meaning of Topic Weights 232
The Multiple Attribute Method 234
The Integrated Method 236
The Absolute Method 238
Chapter 19: DYNAMIC ASSESSMENTS 242
The Pricing Study 242
The Spectrum Study 243
The Fully Modeled Comparison 248
Conclusions About the Integrated and Absolute Methods 249
Variants of SUMM 253
Chapter 20: THE SYNTHESIS OF STEP AND SUMM 254
Tie SUMM 254
The Tie Interval 256
Empirical Consequences of Tie Scoring 257
Chapter 21: BRAND POSITIONING 260
Positioning a New Brand 261
Repositioning an Established Brand 263
Customer Satisfaction 264
PART V: MESSAGE DELIVERY
Chapter 22: MEASURING ADVERTISING 273
Chapter 23: MEASURING PRINT ADS 279
The POST Program 279
The Environment 281
The Effect of a Single Ad 286
A Factonal Design 291
Negative Effects 295
Color versus Black and White 302
Ad STEP 305
The Universal Ad 307
Chapter 24: MEASURING TELEVISION COMMERCIALS 310
Conscious Persuasion 311
TV STEP 313
The Criss Cross Design 314
Chapter 25: MEASURING TELEVISION CAMPAIGNS 320
Defining the Problem 321
The Ad Weight Design 323
Some Case Histories 326
The Cumulative Results 338
Implications 342
The Generic Advertising Response Curve 342
Advertising Response Curves With Dips 345
Flighting 349
Chapter 26: THE THIRD LAW: THE LAW OF PERSISTENCE 350
Nonadvertising Periods 350
Decay and Persistence 353
Chapter 27: BUDGET ALLOCATION ACROSS BRANDS 367
SUMMING UP
The Problems 373
The Core Variables 376
The Principles 378
The Laws 381
A Closing Comment 381
APPENDIX
A: Computation of VEST Penetration 385
B: The Variance and Sensitivity of STEP and First Choice Share 390
C: The Tie Share Vector and the Frequency Vector 394
D: Implications of the STEP SUMM Slope 396
E: The Sensitivity of the Integrated and Absolute Methods 400
F: Variants of SUMM 402
G: Competitive Frame Reduction 423
H: Share and Countershare Partition 426
I: The Television Version of the Universal Ad 431
J: The Contaminated Criss Cross Tests 432
K: The Collection and Analysis of Ad Weight Data 437
Index 441
|
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| id | DE-604.BV012284736 |
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| indexdate | 2024-07-09T18:24:56Z |
| institution | BVB |
| isbn | 0684835452 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-008328506 |
| oclc_num | 36379805 |
| open_access_boolean | |
| owner | DE-N2 DE-521 |
| owner_facet | DE-N2 DE-521 |
| physical | XV, 448 S. graph. Darst. |
| publishDate | 1997 |
| publishDateSearch | 1997 |
| publishDateSort | 1997 |
| publisher | Free Pr. |
| record_format | marc |
| spelling | Marder, Eric Verfasser aut The laws of choice predicting customer behavior Eric Marder New York, NY [u.a.] Free Pr. 1997 XV, 448 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Consommateurs - Attitudes ram Consumentengedrag gtt Marktonderzoek gtt Motivación - Investigación (Mercado) Consumer behavior Consumers -- Attitudes Motivation research (Marketing) Verbraucherverhalten (DE-588)4062644-1 gnd rswk-swf Verbraucherverhalten (DE-588)4062644-1 s DE-604 http://www.loc.gov/catdir/description/simon032/97007041.html Publisher description HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=008328506&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Marder, Eric The laws of choice predicting customer behavior Consommateurs - Attitudes ram Consumentengedrag gtt Marktonderzoek gtt Motivación - Investigación (Mercado) Consumer behavior Consumers -- Attitudes Motivation research (Marketing) Verbraucherverhalten (DE-588)4062644-1 gnd |
| subject_GND | (DE-588)4062644-1 |
| title | The laws of choice predicting customer behavior |
| title_auth | The laws of choice predicting customer behavior |
| title_exact_search | The laws of choice predicting customer behavior |
| title_full | The laws of choice predicting customer behavior Eric Marder |
| title_fullStr | The laws of choice predicting customer behavior Eric Marder |
| title_full_unstemmed | The laws of choice predicting customer behavior Eric Marder |
| title_short | The laws of choice |
| title_sort | the laws of choice predicting customer behavior |
| title_sub | predicting customer behavior |
| topic | Consommateurs - Attitudes ram Consumentengedrag gtt Marktonderzoek gtt Motivación - Investigación (Mercado) Consumer behavior Consumers -- Attitudes Motivation research (Marketing) Verbraucherverhalten (DE-588)4062644-1 gnd |
| topic_facet | Consommateurs - Attitudes Consumentengedrag Marktonderzoek Motivación - Investigación (Mercado) Consumer behavior Consumers -- Attitudes Motivation research (Marketing) Verbraucherverhalten |
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